How To Write Web Content That Pulls
When writing Web content, always bear in mind that people read differently online than they do offline. People frequently jump back and forth between two or more websites. This is comparable to reading three newspapers at one time. Typically, most people would scan the front page of the Times, then scan the business page of the Wall Street Journal, then back to the Times for local news, then read a sports article in the New York Times, and so on.
What are the implications for us as writers of Web content? How can we accommodate this odd backwards-and-forwards behavior?
First, we must make sure every web page clearly signals 'You are here!'.
To do this, consistent and self-explanatory navigation as well as page
identification must be on every page, built around sound site architecture.
Example:
Once you set the theater for your content, then you can begin writing great copy. High quality Web content impresses site visitors and the search engines, so understanding how both read web pages is very important. There is no great mystery to what works for website copy. Start by showing your prospect that you know what their problem is and you understand how much they are suffering with it. Follow by letting them know you have an easy, affordable solution.
Notice I said "easy". Today's browsing public love quick and easy solutions that take little or no effort to apply.
Next, give your prospects enough information to dispel their doubts and confusion regarding what you sell. This may mean having a full page listing of all your products' features and the related benefits. Anticipate the objections a prospect will present. Mention those objections then answer them in your copy. Finally, tell prospects how they can take action NOW to purchase your product or service.
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