How To Write Copy for the Internet

This may come as a surprise to you, but writing copy for the Internet is a fine art in itself. Why? Because not only do you have to have compelling copy to make the viewer act (buy, inquire, etc.), but the copy has to be "search-engine-friendly" as well.

What is "search-engine-friendly" copy? It's copy that is rich in popular keyword phrases that are relevant to your product or service. But not only does your copy have to be peppered with these phrases, it has to flow to the human visitor so it doesn't look as if you just stuck in keyword phrases randomly or are repeating yourself.

How to Write Solid Copy...

1. Keyword research is essential. You can write the best copy in the world from a visitor standpoint, but if you've focused on the wrong keyword phrases, then you're not drawing the audience your site deserves. There is a way to check keyword phrase popularity for free at Overture.com. Go to the site and click on "advertiser services." Select "tools" and then "search term suggestions tool." Enter a one or two-word phrase that describes your product or service and you will see all the various ways people ask for that term. Overture lists the terms in order from most popular to least popular and they often editorialize the term (some terms are actually entered alphabetically instead of the way a searcher might actually enter it). Even so, this gives you a pretty good idea of the various ways someone might ask for your product or service.
   
   There is also a program called Word Tracker that you can subscribe to. Basically, I've found that it gives me the same results as the free Overture tool when you look at the ratio of terms to each other, but if you'd prefer to pay for a more robust research tool, you can subscribe at wordtracker.com.
   
   
2. Your opening sentence should state clearly what you do. This can be in the form of the headline of your site or just the opening sentence of the first paragraph on your home page. On the inside pages, this opening sentence will refer to the specific product or service that is the topic of that page. Keep this sentence simple and direct. Tell it like it is, "We are a distributor of....," "We are a manufacturer of....", "We offer accounting services....", etc. Don't make the viewer guess because on the Internet your audience is only one mouse-click away from leaving your site. If they don't see that you have what they were looking for instantly, they are gone.
   
   
3. Call a spade a spade. Don't try to be coy by referring to your product or service in nonspecific terms. Every time you refer to your product or service, refer to it by one of its most popular terms (determined by your keyword research). If you sell accounting software, for instance, refer to your program as accounting software not an "accounting solution" or "integrated accounting system."
   
   
4. Qualify your product or company. The sentences after the opening sentence should state why your product, service or company is different from your competition. Ask yourself this question, then write down the answer, "why should I buy from me?" and talk benefits in your answer. The visitor wants to hear how it benefits HIM, not YOU.
   
   
5. Finally, ask for the order. Don't be timid, if you want them to call you, place their order online, or send you a request for quote - tell them. The visitor needs to be told that you are waiting to service him. Make it obvious. Use action words throughout your copy and it won't seem like a slap in the face when you conclude with "call me today...."

Your first-draft will be rough and it will take a bit of work to get the copy to read smoothly, but the proof will be in increased sales opportunities with more traffic coming to your site and copy powerful enough to close the deal.

Web-Kare offers copy writing services for those of you who would prefer not to do this on your own. Contact us for a quote on your next project.