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Your Web Design is the Product: Websites Content is the Salesperson

BY: Tanya Lobo | Category: Technology | Submitted: 2010-08-19 07:07:39
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Article Summary: "When you get your website design completed, content usually comes below the actual web design on the priority list. Often rushed and given little attention, poor content creates 'Paris Hilton' websites: great to look at but not much substance..."

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A website's copy is your websites salesperson. It's your company's voice online. Many business owners believe they are most qualified to convey their products and services in the written form. After all, who knows the business, the products and the services better than they do? The reality is that writing just isn't everyone's strong suit. And that's OK.

Before deciding to write your own websites content, it's important to assess whether your copywriting skills are up to the mark. If it's just not your thing, a professional website copywriter will ensure a high standard of website content. If you decide you're up to the challenge, here are some tips to help you get the most out of your websites copy:

Write with your target customer in mind:
Who is your target customer? What kind of language do they use? What motivates them to take action? What do they value? It's important to use language that really "speaks" to your target market. Imagine you're having a conversation with this person on the phone. What words would you use? What tone and tempo? How would you gain rapport with this person. Websites should be targeted to the right people; not just in terms of web design, but also in terms of content: websites should make for great conversation.

A website's content is for your customer; not for yourself:
How many websites have you seen that start with "Welcome to OUR website. WE do such and such. WE'RE the best at it." Replace We with YOU. When your target customer comes to your website they have a problem they need help with. Show the customer you understand their problem, and then offer a solution. This way your customer feels like you understand them.

Write In terms of benefits:
When someone visits your website, they don't just want a bunch of technical specs or lists of services. They want to know how what you do will improve their life in some way. For example: E.g. A tour operator sells a tailored, stress free holiday experience, not tour packages. an insurance broker sells peace of mind, not insurance policies.

Keep your website copy keyword rich:
When writing your copy, make sure you're thinking about the main keywords people would use to find you in a search engine. If you've hired a Search Marketing company, they'll look after this for you. But if you don't, then help yourself out by making sure you're using these key terms wherever possible in your website copy. This will help search engines find you.

Research your competition:
Before writing content for your website, the best way to get inspiration and ideas is to research your competitors. Read their websites and take note of what works and what doesn't. What information do they cover? What language do they use? What kind of headlines work? What problems to they solve?

Your online copy is the voice of your company's websites, and it needs to speak your massage clearly, building credibility and trust with your target market.

123Online are a web design company who understand websites as a whole. If you're looking for website design that isn't just striking for the web page design elements, and would like to discuss ways to improve your website copy, feel free to contact us. We'd love to hear from you.

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