This article explains and illustrates the basics of good web copywriting. It outlines the basics that are involved in creating good web based sales copy and also outlines that major components that you should have in place before you even start writing your copy. This articles gives you an a,b,c strategy that you can follow to create effective web copy.

When most people start writing copy for their website, they go straight into it without much thought at all really. They sit down with their copy of microsoft work open on a blank page, and start to 'write' copy for their home page...

We are xxxxx we are have been established for xxxxx years. We have xxxxx staff.

You will have seen hundreds of sites that start out like this in your lifetime and im willing to bet that you have clicked the back button when you have seen over 95% of them. This happens because you go to these sites looking for something and it doesn't scream at you straight away:

"you're in the right place, you searched for xxxxx and we have xxxxx for the best prices on the internet. read on to find out more..."

OK this is maybe an extreme, over the top example but this is what you must achieve wwith your copywriting. You have to hook users as soon as they arrive at your site by grabbing their attention straight away. There are millions of sites out there and the next one is, afterall, only a click away.

The problem with the first approach to copywriting is that there is no plan in place before the person actually starts writing the copy. This isn't an insult aimed at people trying their hand at writing their own copy, far from it, I'm simply making the point that the majority of people start to write copy without a plan in place for:

A) What keywords they want the page to rank for.

B) What the benefits of the service are that they are trying to sell.

C) What is their unique selling position (USP).

D) What action they want the user to take and how they will convince them to do it.

I would like to suggest an A,B,C - er D way of creating effective web sales copy that anyone can follow. Even I can do it!

A) First of all get yourself a blank piece of paper and write on it the keywords and key phrases that you would like your page to rank well for I suggest up to 3 closely related key phrases. Once you have done this underline your main target key phrase.

B) Write down all the main benefits of using your product or service. Generally people buy benefits, not features. So what if the electric wood saws you sell operate at 50,000 RPM? You should be telling people that it cuts wood twice as fast, doubles the amount of wood you can cut and increases your profits by 35% in half the time. Im sure you get the idea!

C) You need to find you USP - why is your product or service different from anyone elses. Why should someone buy from you? Is there something that your service has that no-one else can match?

D) Once you have converted your internet users into interested customers you need to have some strategy in place for closing the sale. This can be as simple as prompting them to make an enquiry using an email form or telephone number or alternatively it can be asking the user to buy a product using ecommerce.

Conclusion:

By getting organised and spending 10 minutes beforehand you can create an effective roadmap on paper, which will guide your copywriting. It will force you to think about the main marketing elements that make up good search engine copy: target key phrases, product / service benefits, your USP and your strategy for closing the sale. Get organised today and use your time as efficiently as possible by structuring your copy and remember to make sure it is functional and does the main thing - SELL!

Stuart is a freelance website designer in wakefield UK who specialises in search engine friendly web design wakefield for companies of all types.