When an Internet visitor is in the process of deciding from which company to buy a particular good or service, the choices can be confusing. It certainly doesn’t help the visitor if the copy on the website is unclear.
The three worst types of copywriting on the Internet are as follows:
This type of copy doesn’t have any distinguishing points. In other words, the copy doesn’t offer any reason why the visitor should elect to choose the goods and services being sold through that particular website over goods and services offered through other similar websites.
Fluffy, overused copy
This type of copy has nothing substantial to say. It is just a bunch of pretty words strung together with very little meaning behind it.
Copy that focuses on the company
The website copy should be focused on the potential customer, not the company that is selling the goods and/or services. Most visitors have an attention span that is measured in seconds. With that in mind, remember that visitors scan web copy, they don’t read it. Based on that premise, it is important to understand that company-focused copy will turn the reader off instead of holding their interest.
In contrast, effective web copy doesn’t force the customer to figure out how he or she will benefit from the goods and services being offered, it shows him or her how by providing clear statements that are customer-benefit oriented, proactively addresses possible issues, and engages the customer in a discussion.
In this day and age of the “What’s In It For Me” (WIIFM) principle, a principle that concentrates on satisfying the needs and wants of the customer, it is difficult to believe that there are still businesses that outwardly think about themselves instead of their customers.
Customers want to be secure in the fact that their best interests are being considered by businesses that are trying to sell them goods and services. They want to be addressed in a language that they understand and they want to be told up front how they will benefit if they buy those goods and services.
Your website copy should be filled with customer-focused words and not company-focused words. Your copy should tell visitors about what you have to offer, your experience, and your successful results. You need to make sure that your copy conveys that message while making the customers’ success the center of attention.
If you have copy on your website that is geared toward your company, you are doing your customers a disservice. You are not allowing them to understand the benefits that they will achieve from working with you. If, on the other hand, you turn the focus of your content around, you will quickly succeed at convincing your customers why your goods and services are absolutely the best choice for them.
We are pleased to provide you the insightful comments contained herein. Please contact us at CompuKol Communications for further discussion on how we might be able to assist you and your team.
About the Author.
Carolyn Cohn is the Chief Editor of CompuKol Communications LLC. Mrs. Cohn has a wealth of experience in business writing as well as having a strong editorial background. She manages all of the company’s writers, journalists and editors as well as writing, editing and publishing several business articles a week on a consistent basis, which are syndicated globally.
Mrs. Cohn has run several editorial departments for other companies. She has over 25 years of editorial experience and her expertise covers a wide range of media, such as online editing, and editing books, journal articles, abstracts, and promotional and educational materials.
Throughout her career, Mrs. Cohn has established and maintained strong relationships with professionals from a wide variety of companies. The principle that governs her work is that all words need to be edited.
Mrs. Cohn earned a Bachelor of Arts degree in English from the State University of New York (SUNY) at Buffalo.
Mrs. Cohn is a member of the American Medical Writers Association (AMWA).