by Dina Giolitto

Is something wrong with your web copy? Aside from the obvious, like grammatical and spelling errors, how would you know? Start by searching your traffic stats for these telltale signs:

- Your website stats reveal very low numbers (0-50 visits per day) and you're by no means a "new" web business.

- You attract lots of visitors (average 100 or more per day) but clickthroughs are minimal and visits are extremely brief.

- Your traffic doesn't convert to sales.

- Your email inbox is overrun with fan mail, yet hardly anyone wants to pay cash for your services.

Let's assume you have all the basics in place, like SEO and monthly web marketing (press releases, web articles, blogging and ezine publishing). If after all this, your website still isn't doing its job (which is bringing you sales), then clearly you need a complete copywriting overhaul.

Now the question on everybody's mind: when a copywriter says she's going to rework your web copy, what exactly does she do? Allow me to offer you a play-by-play. Feel free to use this information as a guide when writing your own web site copy or hiring someone else to write it for you.

Stronger But Not Longer: 10 Steps to Web Copy that Converts

1. Analyze the audience. Who is your ideal customer? What's her age? What's she do for a living? Describe her attitude, values, buying habits and other important traits, in a short paragraph. This is who "you're talking to." Your key customer should feel an affinity, not only with the ideas expressed on your site, but the sights, sounds and colors, too.

2. Adjust your tone. Using the knowledge gathered in point 1, ask yourself: if my key customer were reading my web copy right now, what would she think? Would she feel like we made a mental connection? Can she relate? What else should I tell her that will help her trust me enough to sign up for my mailings and products? Am I speaking in a "tone" (crisp, lively, motherly, cool, etc.) that she identifies with?

3. Stay on track. In your copy, ideas should progress until your reader feels compelled to take action. Find your "purpose" in writing (what you'd like the reader to do) and then make every word count toward that purpose. Take the reader from a problem (her key issue) to a solution (your product). Avoid meandering down informational side roads that, although fun and interesting, will only distract her from your intention (which is, "become my customer").

4. Power up the headlines. For every headline, include a relevant keyword phrase, and a statement that compels your reader to take action. Once those two must haves are out of the way, you have some room for clever wordplay. Don't forget those energizing verbs and the "what's in it for you."

5. Branding check. Did you remember to mention your company name and/or tagline periodically in the copy... throughout the ENTIRE site? Does the copy "sound like you;" that is, the "you" that you portray in your ezine mailings? Does it convey the emotion behind your personal convictions? (If the brand emotion is "cool and detached," then please don't squeal in your web copy.)

6. Bulletize. Sometimes when we feel inspired, we whip ourselves into a wild writing frenzy. While this is indeed fun, it frequently results in long-winded web content which few can be bothered to read. If your copy takes off like a runaway train, cut it down. Bullet points and short paragraphs work best because the web is an attention deficit, sensory overload environment. So please do "break it up and add bullets" whenever possible.

7. Be consistent. Consistency applies to just about every element of your web copy. Be consistent with your rhythm. If you write in short, choppy sentences on one page, then don't switch to long compound sentences on another. Be consistent with your perspective. If you chose the second person (writing for the "you"), then don't switch to the "I" midway. Be consistent with your theme. If you choose "Wild West" references in the headlines and body copy, don't toss in a random analogy about the Princess and the Pea. Consistency is key!

8. Add calls to action. I can't say this enough: often, a call to action is all you need to capture that lead, get that call or close the sale. Be direct; say exactly what you mean. "Sign up now and get great offers and deals!" This is the web and people don't pick up on "subtle," because the focus is just not there.

9. Link strategically. Keyword links bring better page rank. Use keyword links correctly, and you can end up on Page 1 of Google for your niche and keyword phrase. If you plan to archive a library of articles (and you well should - content is King), make sure that you link them by title and include keywords in each title link. Also, keyword-link one page of your site to the next, so that all are linked together and can be found by the web bots. Yes, this really does make an amazing difference in the quality of your web traffic and your search engine prominence.

10. Trim, chop, buff, shine. After hours of rearranging, reworking and rewording, a copy coif is in order. Go back through the entire website, scanning for repeated words and ideas. Eliminate all instances of "word bloat". Break compound sentences in two. Cut "double adjectives" down to just one powerful descriptive. Finally, scan for weak spots where you can turn ordinary into extraordinary. Be expressive. Write with soul!

I sincerely hope this guide helps you transform your web copy into a powerful marketing tool that brings you an avalanche of new leads and tons more business!

Copyright 2006 Dina Giolitto. All rights reserved.

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Labels: communication corner