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Keep it simple with effective web copywriting

By Gordon Parkes

Republish: EasyPublish™
Published: 31Mar2009
Word count: 404
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You may think that bombarding your reader with offers is the most effective way to generate sales. However, this is not the case.

If things are too complicated or there is too much choice, visitors to your website are more likely to become frustrated and leave to look for a competitor who presents their products in a simple, straightforward manner.

When it comes to web copywriting, you can help make sure this doesn't happen by putting yourself in the readers' place.

They are on your site because they want something. Either they want to make a purchase or are researching before buying products in the future. What they don't want is to have to trawl through a lot of unnecessary and confusing offers.

By reading your material from a visitor's point of view, you will be able to check if it answers all the queries they are likely to have, or whether it raises further questions.

This can also help you see whether your content speaks directly to the reader, in a tone of voice that appeals to them. By targeting your key demographic rather than trying to please everyone, your website will generate more enquiries and more sales.

Before you write your content, you should remember one of two things, depending on how easily insulted you are. Tell yourself either that less is more, or observe the KISS method - Keep It Simple, Stupid.

These are basically different ways of saying the same thing - readers don't like having to jump through hoops to buy something online. And they don't enjoy doing complex calculations to work out if one product is better value-for-money than another.

Instead, they prefer to take the path of least resistance. You should make it easy to compare different products, so readers can decide what is the most appropriate for them.

Also, remember that most people ignore information that is further down the page, so lay your product list out with this in mind. Don't try and fit your entire inventory onto one page.

After all, a product may get more exposure if it is listed as number one on page two, rather than number 50 on page one.

Whenever you are carrying out web copywriting, remember that simplicity is key.

Ensure that everything is easy to understand and don't put any inadvertent roadblocks in your readers' way. You will see that readers are then more likely to become customers.

MediaCo provide online copywriting, email marketing, link building and PPC advertising to public and private sector businesses across the UK, Europe and the rest of the world. If you want to generate more traffic and more sales, effective web copywriting should be the first step. This article was written by Gordon Parkes, an online marketing producer based in Dundee.

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