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What Is It You Want To Say? Sure?
Before you can start writing decent copy, you must have what you want to say clear in your own mind. The really important bit is understanding there's often a BIG difference between what's important to you and what's relevant to your potential clients.
As advertising guru David Ogilvy once said, "if you've got something to say, say it; if you've got nothing to say, sing it." Some websites might as well be advertising Jingles for all the useful information they actually contain.
Got any beliefs or opinions about your product or services?
I'd hope you do. So share them. Or do we have to guess?
I'd contend one of the most important factors in writing for the web is establishing your own 'tone of voice.' It's your 'virtual personality' if you prefer. If you can achieve that, the copy on your site should be much more consistent. And interesting. On the other hand, if the language you use is boring, generic or the same tired old crap found on lots of other sites, don't be surprised if 'two clicks later' users find it hard to remember much about your company or products.
If you try and be 'all things to all men' chances are you'll end up saying nothing, or at least nothing memorable. If you've got a strongly held opinion, express it. Passionate about something? Tell me.
There are always more clients/customers out there who'll see things the way you do. Speak to them.
Writing for the web 'Do's...'
Get to the point as fast as you can. Think of it as writing 'upside down,' ie. benefits and/or conclusions first. Then the supporting facts or info. And last the 'process' or background. Do it the other way round and you risk boring them to death - except they'll be long gone.
- Bullet points are good.
- Use headings & sub-headings to quickly convey what the content's about.
- Web users scan pages very quickly.
- So break your content up into small chunks.
Writing for the web 'Don'ts...'
- Avoid meaningless buzzwords. It's a website, not a press release.
- Would you talk to your mother in those words if you were explaining what you did? No? Well, don't do it to me. Plain English will do fine, thanks.
- Don't prioritise lrrelevant information. Nobody cares whether you've got 18, 23 or 200 staff, it's unlikely they'll all be working simultaneously on any specific client project. You can mention them, but it's not a compelling 'purchasing' factor.
Don't bore them to death with 'corporate-speak'
Is a machine writing your copy for you? No? So don't say this:
The contemporary business environment demands a synergistic approach to accumulating and deploying accurate marketplace information in a holistic manner, defining the foundation required to successfully enhance your fundamental product proposition. Our unique, in-house developed 'ADC' approach delivers the key data you need in an integrated, custom-engineered solution.
If you mean this:
We're full of ideas. We've got loads of enthusiasm. We've got the know-how, we've got the technology and we can probably suggest a few things which will make life a bit simpler. We think you'll notice a big difference.
Yes, but why do I care what you actually do?
I read loads of sites which tell me what the company does. I read their strapline. I read about their processes. Their background. Their philosophy. And I'm none the wiser as to why I'd employ them.
Hint: tell people about the benefits to them of what you can do. Show them you're more interested in their business than yours.
A lot of sites talk about their products/services in their industry-specific language. Written as if the reader was already an expert in their field. If that was the case, the potential client wouldn't need to hire you would they?
(Clients may well have in-house expertise in your area, but such people are rarely those making final purchasing decisions).
Me, myself & I
If it's just you, that's fine, revel in the 'perpendicular pronoun' - and say 'I.'
Amazing the number of one-person companies I encounter who feel compelled to use 'we' all the time. It often suggests a lack of confidence, and nine times out of 10 makes the copy rather impersonal. (If you sometimes work with third-parties on projects, fine. So do I. But if they're not on the payroll, you're not a 'we').
If you're enthusiastic, can speak in sentences, and you're good at what you do, most clients can figure it out for themselves. There's no need to try to look 'bigger' or more 'respectable' by sounding like you're a 'global brand-leader.'
Be yourself.
Can you help with this stuff?
Yes. Normally when I give you a proposal, the core cost is for the design & build of the site. But since 'design' as I define it is worthless if it doesn't address communication, I'll often make suggestions relating to the content and copy structure.
If you're not that confident, or the longest sentence you've written in adult life is "Got here safely, weather fine, see you all soon..." I can help with the copy-writing or put you in touch with someone else who'll do it. The only thing you'll need to write is a larger cheque.
On the other hand, if the shortest sentence you've written in the last decade is: "The contemporary business environment demands a synergistic approach to accumulating and deploying accurate marketplace information in a holistic manner, defining the foundation required to successfully enhance your fundamental product proposition." then boy, do I have news for you.