Writing web copy - 5 tips for success

Before writing your copy you should plan what you are going to say.  Most mistakes come about because a noob put fingers to keyboard and started rambling.  However, once you understand why these mistakes are so deadly you can easily avoid them and overcome them before you ever write the first word.

Have a look at the checklist below and incorporate it into your copy. Maybe check out your own site 

#1 – Ignoring the target audience

Ensuring you know who your target audience is should be Job #1. Remember, you are not writing for yourself and this is one of the biggest mistakes people make when wording their websites.
When you write a email(or letter), which comes first, the recipient or the subject? I don't know anyone who writes a message and then decides to send it out randomly and the same can be said for your web content.
How can you communicate with your site visitors if you have no idea who they are or what they are looking for? the simple truth is, you can’t.
Direct marketing has been around for years because it is effective. It works because it is targeted to an audience and as such carries a clear and relevant message.
Find out everything you can about your client base.  Then combine all that info to create an imaginary person who fit the profile of your target audience members.  You can even name them if you want to.  Then – with every sentence – write with that person in mind

#2 – Not knowing your product

I'm afraid that with every piece of copy we produce, we are selling. This means that you have to be knowledgeable about the product or service we are writing about. How else can you convincingly convey the information to prospects who visit your  site?
Make sure your familiarity with the product your writing about comes from experience. Use the product or service and really get under its skin. That way you will be writing from a much firmer standpoint, and will be able to provide visitors to your site with what they came for.
Information.

#3 – Outline benefits not features.

It's all well and good talking about a products features. The accuracy of a new spirit level, the fresh ingredients in your latest chicken curry. Your site viewers, however will have seen these features everywhere. What they want to know is how your product or service will benefit them. One of the biggest factors in good copy is the ability to highlight to the prospective customer what can be done with a product or service
In short you highlight the good points in a way that a viewer will see as relevant to their need. For example, I want to know that my microwave will nuke a curry to piping hot temperatures by the time I've made a cup of tea. I'm not overly interested hearing that it rotates the curry and has over 900watts of power to get that job done!
#4 – Writing About the Company Instead of To the Site Visitor
For the most part, your site visitors don’t care about you or your company. They are visiting your site and want to find out how your product/service can benefit them.
Too many sites start out talking about what they have done in the past rather than highlighting the product or service that is relevant to the viewer
Remember that the viewer is the one with the money. It's probably then beneficial to at least acknowledge this in your copy at some point and turn around
The customer has the money.  Don’t you think the copy should at least acknowledge him/her at some point?  Rather than using “we,” “us” and “our” so much, turn it around and make it more personal to them.
In short, talk to your visitors about what they are looking for on your site and less about yourself.

#5 – Writing for the medium

Does it make a difference as to where your copy appears online?  Isn’t all Web copy the same?  Yes and no.  Landing pages are not the same as home pages, which are not the same as catalogue pages, which are not the same as sales letters, and so on and so on.  Make sure you appreciate the differences between each type of page so that you can ensure the copy is relevant. They all have special considerations that should be studied before you begin writing.
Avoiding these mistakes will give you a better chance of turning site traffic into prospects and eventually customers.