Published Articles

Search Engine Copywriting

Interface Business News
June, 2003
by: Elizabeth Harvey

It seems most people are writing their own Web copy these days. They assume that since they know their business best they are qualified to write compelling copy. Unfortunately, web copywriting isn't that simple.

There are several important factors to consider in understanding Web copywriting. Benefits versus Features; Copy versus Content; and SEO (search engine optimization) Writing.

Benefits vs. Features (You vs We)

The home page is critical to capturing the attention on the visitor. Unfortunately, 9 out of 10 Web site copy focuses on features rather than benefits. Features address the attributes of the product or service. Benefits address a prospect's emotional needs and communicates how the product or service will improve his or her quality of life. Benefits are more effective than features in driving action. Instead of focusing on the features of your company — using the word 'we, focus on the benefits to your customers — using the word 'you'.

A typical features-focused home page starts out something like this: Bolts Are Us has been in business since 1975. We make the best dead bolt locks in the country. They are made of steel. We are the best in the industry. We, we, we - bla, bla, bla.

A benefits-focused home page reads like this: There is nothing more important to you than the safety of your family. You want to know that your possessions are safe and that the people you love most are safe. Since 1975, Bolts Are Us has been keeping families like yours safe from intruders. Call us today to learn more about our dead bolt locks.

People really only care about how your product or service is going save them time, save them money, keep them safer, make them happier, healthier, skinnier, etc... People want to know how your product or service is going to help them. Make each reader feel as if you're speaking solely to them. Keep it personal and make it persuasive.

To determine whether your site is we-focused or you-focused check out this site: www.futurenowinc.com/wewe.htm

Their clever We We Calculator looks at the number of we and our words in your copy vs. the you and your words to calculate ratios that indicate whether visitors are likely to perceive you as focused on your company or on them.

Tip: Research shows that a call to action has a huge impact on increasing sales. Examples of calls to action are: Call us today. Sign up today. Email us now. Send for your free brochure. Make sure you include calls to action throughout your site.

Content vs. Copy

Web Copy is used to motivate your prospects to take action. It is short and sales-oriented. Copy might also include product descriptions to capture attention, headlines, and calls to action. Copy should be clear, concise, vivid, compelling, and strictly related to your product or service or to your expertise. You must motivate the shopper directly toward becoming a buyer.

Web Content, on the other hand, is the long stuff: articles, resources, descriptions, privacy policies, etc. When people want content on the Web, they go to sites that specialize in precisely the content they seek. Be the EXPERT and provide INFORMATION. Your job is to educate your consumer. Your site should be a resource loaded with useful, relevant information about your product, your service, and your industry. Bolts Are Us might include statistics and reports on home security, other safety features to consider having in your home, and resources like emergency phone numbers that users can print up and post next to their telephones.

Content Informs. Copy Persuades. The Content supports the Copy. People rationalize buying decisions based on facts (content), but people make buying decisions based on feelings (copy).

Tip: Anticipate Your Customers Questions. As you are writing your web content, include question words like, What's the process? How much does it cost? Links these sentences to the answers. This will help guide users through your site.

Search Engine Optimization Writing

It used to be that writing compelling copy was enough. Now effective web copywriting must include keyphrases for the search engines to find and index your site. Remember the earlier example for Bolts Are Us? Check out the last sentence: Call us today to learn more about our dead bolt locks.

The last sentence not only includes a call to action (call us today), it also includes a keyphrase for search engines to pick up (dead bolt locks). Use 2 to 3 keyphrases per page. Do not guess at these phrases. Use Wordtracker to determine the words that people are actually typing into search engines. You may think that dead bolt locks is a great keyphrase, but find that door locks or home security are phrases that are more commonly entered into search engines. Go to wordtracker.com to find out the best words for your product or service.

For more information on Web Copywriting check out these resources:

Books:

Persuasive Online Copywriting by Bryan Eisenberg
Net Words: Creating High-Impact Online Copy by Nick Usborne

Web sites and Newsletters:

Clickz.com
Grokdotcom.com
Nickusborne.com
Marketingprofs.com