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Title: As A Web Copywriter
Link: As A Web Copywriter

As A Web Copywriter

Always remember that as a web copywriter your job is to entertain your reader, unlike other forms of writing you do not have the luxury of time on your side. You must grab your reader quickly, interest him enough to gain his concentration, and maintain that concentration and focus throughout your copy. Copy also has a more important purpose, to entice and excite a prospective customer into becoming an actual customer.

I like to draw an analogy between a fruit machine or a one armed bandit and good web copy; these clever machines sit quietly in a corner and draw the eye of prospective gamblers. Their clever design entices otherwise sensible people to take cash out of their pockets and throw it away. Imagine how the world would be if these machines were selling used cars or washing machines?

A copywriter faces much the same problems as a one armed bandit designer, you have a limited amount of media available to you and you must make the best use of it as possible. Nothing should ever be wasted, every phrase, every headline and every piece of formatting should be designed to grasp the attention of your reader and make them want to buy your product.

If you're trying to sell the difficult products you may like to explore the option of changing what is perceived as a conversion, why not have a simple user registration process or newsletter sign up that effectively becomes a foot in the door. If you are finding it impossible to achieve sales purely through copy than either of these two options give you the opportunity to revisit a prospective customer and attempt a conversion.

To summarize, this shortlist represents the fundamental practices that need to be adopted by copywriters in an attempt to ensure that copy is relevant and useful.

Adopt an unassuming tone
Keep things short and sweet
Avoid the hype, be passionate but sincere
make sure you are writing for a targeted audience
always consider keywords and their relation with search engines

You should also remember the following facts:

Remember that the landing page of your site is the most important; this is the opening of your window of opportunity and needs to be given much weight.

Make sure your website is developed with visitors in mind and not for yourself, what looks and reads good to you may not fit your target audience.

Never forget the importance of search engine rankings, although you should always design a page around the visitor try to keep in mind that a search engines spider is a very special kind of visitor, one that will bring other visitors to your website. Never ever forget the search engine optimizer's mantra of "content is king". Keep your site refreshed with new content and do not allow it to stagnate. Every time you add a new page it'll be spidered by the search engines and the chances of a successful "hit" in search results increases. Returning visitors need to be satisfied with fresh content otherwise they will slowly drift away as they can no longer find a reason to return.

Keep the following things in mind when considering adding new content:

Adding new content will ensure that returning the visitors have something fresh to experience. But try and avoid repeated content.
Each new page that you add will be spidered by search engines such as Google and increase your chances of a positive search result, never forget that search engines will probably be your primary source of traffic.
Do not be tempted to take content from other sites for inclusion on your own, the major search engines penalized websites for including duplicate content. If faced with a choice of using unoriginal content or providing no new content then choose the latter.

Adding new content will not dramatically increase the traffic to your site overnight, but if you consistently expand your site and content base you will find the traffic increases steadily over time.