Why good copy is still as important as ever

Web 2.0 may have changed the web and websites a lot, but the old-fashioned skills used to create compelling print and “Web 1.0″ material are still the key to a successful site. The single most important aspect of creating a website is content that drives your business goals. That means getting the attention of your target customer, keeping it, and persuading them to take the next step. In a high-tech, large sales environment that probably doesn’t mean an online order form, but the next step is still crucial, be that joining a mailing list, signing up for an event, or setting up a meeting.

Making this happen probably depends not so much on how sophisticated your website is as how good the content is. Design and online marketing tools enhance content but are no substitute for it. To make sure that your content is effective, you need to stay close to the creative process, and stick to a few golden rules.

So, what are the rules?

1. Know your audience. You need to have a clear idea of exactly which buyer persona / personae will be reading your page, and why they will be reading it. You also need to be clear exactly what you want them to do next (- and make it clear to them, too!).

2. Be friendly. You want to develop a close relationship with the reader, so don’t keep them at arm’s length. Address them as “you”, and use personal examples that will help them see you as a trusted friend.

3. Tell your readers something they want to know. News, useful information, a solution to a problem they have. Ask yourself, “Even if they don’t take the next step in the buying process, will they be glad they read this page? Are they likely to use the information here, bookmark the page, or talk to someone else about it?”

3. Headlines are all-important - though writing them can be an art. Lists are good: “10 things you need to know about…”. “How To” statements work, too, e.g. “How to increase sales on your website in 3 easy steps”. Figures are good: “Why 97% of all our customers say they will buy from us again next time”. Problem-solution statements are helpful: “Make certain your software purchases match your business needs, every time.” The headline should attract but not mystify readers.

4. Write top-down and use subheads. Many readers scan. They need to see the main points easily, and that means that the crucial information should be visible at a glance. Most important points should be first line, and the subheads should spell out rest of the content clearly. Using bold text for key points also helps.

5. Clean, clear copy. No typos, stick to grammar rules, make the style simple, consistent and effective. Try to use action verbs. You may well need a professional copywriter to write or at least edit your text, but that will be money well spent.

6. Offer a definite benefit in the content, and link it to action. Time-limited or free offers are classic B2C tools, and can work for B2B too, but at the risk of cheapening your image. For B2B, the principle still applies to e.g. papers, webinars, conference tickets, newsletters etc.

7. Use “calls to action” in your copy. Asking people to click a button increases response rates dramatically.

8. Use visuals. Why? Firstly, they will get attention and make your page more interesting. Secondly, they make the product or solution more visually appealing, and your claims more convincing - also maybe easier to understand. Thirdly, they give you an opportunity to repeat the selling message in captions and labels!

9. Monitor effectiveness and revise accordingly. Record your visitor numbers and clicks. Ask your customers what they read, what convinced them, what they discovered when reading the site, how easy it was to understand. A content management system is enormously useful here - though you must be sure to proof your revisions carefully and not complicate site structure.

10. Make your site search-engine friendly. Search engine optimization is a specialized topic, but a couple of key rules are: Use all the key phrases that your prospects will be looking for and that are relevant to your them, and include them in headings where appropriate.