Deciding on Web Site Content:
Text (Copy)
- For each web page you named in Step
4: Setting Structure, grab a page of blank paper.
Put a page name at the top of each paper.
- Now comes the hard part: writing your text. We'd
love to say we'll do all it for you, but since you
know your business better than anyone else, you'll
get the best results providing at least the basic
information for your own text.
- Keep it simple. Don't get too wordy. Vary the length
of your sentences. Don't worry about spelling and
grammar at this point, just get the information down.
- As you write, keep this old marketing adage in mind:
** When logic and emotion come into conflict, emotion
always wins.**
No, this doesn't mean to put
a lot of exclamation points!!!
or use a bunch! of BIG
text and different colors!! to get your
point across !!!!!!!!!!!
(ew, tacky, wasn't that?) What it does mean is
this: People aren't going to stay at your site just
to read about you bragging about your company. They
want to know what's in it for them. Always. How
can your service or product make their lives
better, make them happier, better-looking or healthier,
give them more time, or whatever? Always gear your
sales pitches to the customer's point of view, asking
yourself, "If I were a potential customer here,
WHY am I here? What would I want to know or see?"
-
Not sure what your customers are looking for?
Uh oh. Boy are you in big trouble. Nah, not really!
Just do more surfing. Millions of web sites have
support forums. Go back to the sites you were surfing
in Section 1 and look
for FAQ's and support forums. People ask all kinds
of questions. This will give you an idea about what
potential web customers will want to know about
your own products or services, too.
- Keep your credibility intact while you're writing
your text. There's a fine balance between jazzy, engaging
ad copy and the snake-oil-salesman oversell. If you
have any doubts about the effectiveness of your writing,
or if your text needs proofreading for spelling or
grammar, we provide a service
to do this.
next >> Section
5b: The Graphics in Your Web Site
|
Targets
&. Markets
