Why Copywriting Is The Secret To Your Online Success

By: Laurence James

Over the last decade, the number of companies selling theirproducts and services on the Web or sharing information onlinewith their target market has exploded.

It's no longer frowned upon to conduct your business on the Web,and huge numbers of people are making a healthy living doingjust that. Others, however, are not. For every great website outthere that grabs its customer's attention and holds it, thereare hundreds more bad ones that don't. Despite their bestefforts, many businesses are losing money daily due to the poorperformance of their company website.

Contrary to popular myth, what constitutes a great website isnot just fantastic design, but also the quality of the onlinecopy that accompanies it. If you pay equal attention to bothsides of this equation, you'll end up with an amazing site thatdrives traffic where you need it most, bringing excellent salesor driving great interest as a result. But if you ignore thenecessity of simple, effective and clear-cut Web copy, evidencehas shown your site will suffer as a consequence.

In a 2002 Stanford University "Web Credibility" survey of over4,500 Web users in Europe and the US, findings are unequivocal.Whilst recognising the benefits of good design, the report alsostates:

"Our data suggests that integrity of content has considerableimpact on how people evaluate the credibility of a website.Study participants gave some of their lowest scores oncredibility to sites that fail to separate advertising fromeditorial content, run too many ads on a page, or display adsthrough pop-up windows. At the same time, users gave strongmarks to site content that identified its sources and providedits authors' credentials."

Along with effective design and navigation, the report concludesthat: "As for writing style, (websites should) be clear, direct,and sincere."

(Source: Stanford-Makovsky Web Credibility Study 2002).

So you have to ask yourself, is the writing on your website'clear, direct and sincere'? If not, then you could be losingsales. Nobody wants a lame duck website that leaves its visitorsconfused or disinterested, or worse still, a site that makesinflated and unrealistic claims. What people want to find onyour site is a credible and well thought out approach to theirrequirements, they want answers to the questions that drew themto your website in the first place - because it's then that theyare more likely to make a purchase. Hitting just the right toneto do this is the job of a really good copywriter, and the timeand money you take to get this right with a professional writerwill ultimately be reflected in increased business for you andyour company.

World Wide Web
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 
 • 

» More on World Wide Web