Like all promotional copy, your web copy needs to be strategically structured and written to grab your audience’s attention and connect with them in ways that build interest, trust, and loyalty, so they’ll respond positively to your message.
Whether you are just starting to write for the web, or have been at it for some time and want to see better results, follow these 5 simple guidelines to achieve successful web copy:
- Focus on the reader: Make your key statement/promise first – in your headline and opening paragraph – telling your reader how they’ll benefit. Show your respect for your readers by not wasting their time.
- Focus each section or paragraph on one main compelling idea and purpose that supports your key statement. Don’t digress; don’t ramble.
- Follow every statement with a “reason why” and be very specific in your assertions: Use statistics, testimonials, reports, etc., as much as possible. Vague referrals make readers doubt the truth and credibility of your statement.
- Make your offer: Boldly and firmly present it in clear and simple terms for acceptance by the reader.
- Sum everything up: Return to your key statement and demonstrate how you’ve fulfilled its promise.
These are the core elements of good, successful web writing. Use them as your “roadmap,” and you’ll achieve a better response from your copy!
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