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Write positively not passively

By Gordon Parkes

Republish: EasyPublish™
Published: 31Mar2009
Word count: 413
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It seems like an obvious lesson, but it is one that many people forget. Web copywriting should be positive if you want to encourage your readers to take action.

A passive or negative message can quickly send readers away from your site. If you tell readers about what they don't get rather than what they do get from your site, you are missing out on potential clients and possible sales.

This is especially important in headlines. If the first thing a visitor sees is a line about what your site doesn't do, they probably won't stay around to find out what it does.

After all, it has been shown that people spend an average of just seven seconds on a site before deciding to dig deeper for more information or look elsewhere.

That seven seconds could be even shorter if you don't write positively. There is nothing that will turn readers away from your site faster than failing to spell out the benefits you bring.

This can be highly simple. For example, instead of saying "Guests do not have access to..." change it to "Register now for...". By modifying a few words, you can talk to your visitors in a much more positive voice, which is more likely to encourage them to read more or buy your products.

Remember, your visitors are on your site because they want to make a purchase or are researching something. Otherwise, they wouldn't be looking at it.

This doesn't mean you have a captive audience. It simply means that it should be easier to turn these readers into customers than to turn them away from your site.

There are a few simple steps to ensure your web copywriting enthrals your readers. You should:

- Talk directly to your audience - writing without personality is dull.

- Spell out the benefits of your products.

- Avoid hype. Online readers will much prefer honest testimonials and reviews.

- Keep sentences short, and break up large chunks of text.

The last point is particularly important. It is more difficult to read on a monitor than it is on paper, and readers will ignore all the positives your product offers if their eyes hurt.

They are also more likely to scan read when online. To ensure the benefits stand out, draw attention to them by using bullet points for emphasis.

Of course, once you have the style down, this has to be supported by good quality content, using positive language to appeal to your readers.

MediaCo provide web copywriting, search engine optimisation, email marketing, link building and PPC advertising to public and private sector businesses across the UK, Europe and the rest of the world. Online copywriting can help you reach out to new customers and win more sales. This article was written by Gordon Parkes, an online marketing producer based in Dundee.

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