2.3 Writing Web Copy

Your goal in writing web copy is to encourage your Web site visitors to stay on your site, ask for more information, and build a desire to become your guest.

How people read on the web:

People scan the web and generally do not read every word. In as short a time as possible they want to get a sense of whether or not you can meet their needs. Your job is to communicate the value of establishing a relationship with your organization as quickly as possible.

Before writing:

• know your objective, what do you want to accomplish?
• know your target audience and their needs.
• know the benefits you are selling that will fulfill their needs and desires.
• Be prepared to closely monitor what works and what doesn't - keep adjusting.

If you know the answer to these three questions, you are ready to review or write your web copy:

1. What are your target customers looking for?
2. What is possible, if the person is your guest, paint a picture. Identify your unique selling proposition (USP). No one else can do it quite like you. How will your guests be different when they leave.
3. What do you want your potential guest to do now? Identify one primary and at least one secondary Call to Action you would like to ask of your web visitor.

Viewable Space on your Landing Page

Focus on the first page web visitors see when arriving on your site. This is not to be confused with your home page. Think of your landing page as being like a newspaper, and put the most important content above the fold. Load your web site in a browser and assess the Viewable Space when page loads. Without using a scroll bar, check to see if it is engaging, visually stimulating, and inspires reading, visiting other pages or considering a course of action.

The Headline:

A headline must be included in the visible part of the first page that people see when your web site loads. Simply, your headline should convey the benefits to your audience, your bold promise. (Hint: Your logo does not have to be large and it may be taking up important space.)

Basic Copy Writing:

1. People on the web do not want to be sold to; don't make your web site look like an ad.
2. Write text that appeals to your web visitors imagination.
3. Strive for a conversational style.
4. Develop compelling content that is concise, scannable and objective.
5. Use contractions and common colloquialisms appropriate to your audience. Don't use corporate speak.
6. Provide a FAQ (frequently asked questions) page to meet potential guest needs for information in a cost effective manner.

Make your copy scannable

• Use bulleted lists
• Highlight using bold, bold italic, colour for emphasis
  (be careful with underlining as it is standard hyperlink form).
• Write meaningful subheadings.
• Present one idea per paragraph.
• Use inverted pyramid form of writing - like newspapers.
• Set things in boxes to break up copy.
• Be clear and confident: Don't use tentative adjectives; quite wonderful, pretty good and use words which show you fully expect them to visit - "When you visit, you'll find...." vs. "If you choose to come ..."

Capture Email addresses with a Small Yes!:

Since most visitors to your site will never buy, catch those that show interest by collecting their email address with a small yes (secondary call to action). An email address is a far less threatening thing to ask for than the numbers on their credit card. Invite people to join your email list for special offers, discounts, e-newsletter, updates, etc.

This small yes, is commonly referred to as an opt-in, that gives you permission to send information to your potential guest. Craft an opt-in offer to inspire your web site visitor to give you their email address, then follow through with the offer.

How can you get a small yes?

• Take a moment and think of three things you can give away for free or very little cost to a person who may be a potential guest.
• Invite visitors to tell others about your site, product, services by providing a hyperlink.
• Opt-in basics
• make it easy. Provide instant gratification with an autoresponder like that provided on Tourism Keys in the left column.
• give assurance that you will protect their privacy
• collect as little information as required. ie: just email or name and email.
• Each month send an email with a special offer, contest or benefit.

Make sure it is easy for your guest to give you a big yes and respond to your primary call to action as well!

1. Offer a bonus or gift - attached to an action.
2. Give web site visitors a reason to take action today (ie. last minute or time limited specials, etc.).
3. Ensure that your offer does not conflict with offers being made through other marketing channels (channel conflict).

Reduce Browser frustration:

• Provide search capability.  If you do not have it, consider a .
  Paddling Ontario Search button - top right
• Use conventionally menu locations - top and/or left.
• Only open new pages when leaving your site.
• Allow Flash Bypass - don't force browsers to sit through your artistically designed animation, make it optional.
• Provide a Site Map like Killarney Mountain Lodge does

Provide a FAQ page

Answer the questions your target market is most likely to ask one a dedicated page. What questions do your guests regularly ask you or your staff?  Save time and money by providing answers before the question is asked.

Provide a FAQ Page:

• North Shore Lodge - FAQ

• Arts in the Wild FAQ

Provide printer friendly content or translate elements of your Web site into Adobe pdf for remote printing. Although some printers will be capable of printing a web site that is up to 800 pixels wide, others will not. Sites designed for 1200 pixel resolution require pdf pages to permit printing. Remember that your guest may not be making the purchase decision on their own and they will want to print information to share with others.

• Prepare a brochure in pdf. See Wigamog Inn

• See printable content at Harris Hill Resort

• Ontario Tourism pdf page

Web Page Formatting - Keep it in Style

• Ensure fonts are easily readable against the background; keeping in mind different browsers, colour profiles, screen dimensions. Tailor site to your customers.
• Left hand navigation has become the convention.
• Internal links within your Web site should open in the same window, external links in a new window.
• Ensure the theme is consistent online and offline with your organizational identity(ies).
• Provide simple, consistent navigation.

Assess an entry page for your site:

• Is the copy inviting to read
• Is it scannable
• Does it have huge blocks of text or is your copy scannable (see above)?
• Do you call to your target audience?
• Does it have emotion? does it spark imagination?
• Are there unnecessary links or can your visitor stay on a linear path, feeling they are getting what they need.
• Is there a clear primary Call to Action, is it easy to give a big yes?
• Is it conversational style?
• Can you capture contact info with a small yes?

People want to like and trust the people that they buy from on the web. Deliver on what you promise and take the time to establish a relationship.

Don't get caught in the trap of listing your features write about your benefits!

see:

Byways Cottages (Headline)

Web Style Guide

Let em' know your Canadian eh? for international travelers.