Guidelines on Writing Web Content
In the field of copywriting the target audience does not care about the business, the product, or the philosophy of the business and content that only revolves around the firm will bore the client to death and the chances are that the customers will leave the website even before considering buying the product. The copywriter needs to change the content to focus on the client and they should tell the client why they should care and how it benefits them. The second thing to note is that customers only care about what is in it for them and if the website content cannot articulate this message fast enough then the client will bounce back to the search engine results and look for another site that will offer them what they want in a quick manner. This automatically means that the business owner needs to address the prospect speaking directly and in a language that they are conversant with and the use of the second person terms like ‘you’ because ordinarily when someone reads content that addresses them as a person they are instantly captivated and they want to read more of the content and find out how it will help solve their problem or answer their question.
The other important thing to do is to back up the statements with benefits and the harsh truth is that most prospects do not care about what something is as much as they care what something ca do for them and if the website is going to talk about a product then they need to state how the product will benefit the customer. The content should be written with the notion that every statement must have a way of helping the client and the reason should be added to the statement if it is not present.
An amazing fact to highlight is that front loading the benefits is another way of giving web copy that extra punch and another tip is to do copywriting with a call to action buttons which are buttons that prompt the website visitor to take the next step such as watch a video, send a contact form, subscribe to a mailing list, send a contact form or just visit a particular link. When writing a call to action, there are some steps to follow such as beginning the statement with either the first person phrase or the third person tense. Sometimes website copy does go horribly wrong when the business focuses on itself or tries to be too clever such that they do not bring out the obvious benefits to visitors that come to the website.The Art of Mastering Writing