What Is Web Copy?
Introduction:
Copywriting is basically marketing. The objective is to write a headline that then makes people want to read your first sentence, your first sentence to bring the reader to your second, and so on. The ultimate goal is that by the end of your sales letter or website copy, your reader then has their mouth watering so much that the only logical choice is to buy, and buy NOW!
Copywriting can include everything from unique selling point (slogans) to articles about your product or service. Understanding copywriting is absolutely essential to your web copy marketing campaign.
There are two main objectives to writing web copy.
The reason for copy is to sell your product or service - whether its copy on your brochure, your website, a flyer - anything - it’s main objective is to sell. Web copy, however, is designed to do two things:
Primary Objective: Sell
Secondary Objective: Boost Search Engine Rankings
Generally speaking, copywriting is the aspect of choosing just words and text - not really the LOOK of the copy. But when it comes to web copy, all aspects are considered. Headlines, placement, colors, etc. are all highly valued attributes.
Since the main idea of copywriting is to sell an idea, product or service, its absolutely vital that a small business owner understands what makes up good copy. Quality content that captures the potential customer’s attention and effectively communicates the features, benefits, and a call to action, is good copy.
Tip: Speak directly to your target audience.
Effective copy is going to speak directly to your target audience. Its going to offer very useful information that will captivate and motivate them, address their concerns, answer common questions, and explain your product or service in your copy.
Your copy should make your readers feel that they want (or even better - that they NEED) your product or service. You have to prove to them that they cannot live without your product.
Often times, writing copy from the point of view of your target audience can really help. Try to use language that they would use. Talk like they would talk. You have to relate to them on a deeper level or they’ll just “bounce” off your website and onto someone elses.
To write good web copy, you need to accurately portray your passion for your product or service to your customers. Some people are excellent at this, and some people are terrible and need to hire someone to do this for them.
Good luck!
