Website Owner’s Guide

When writing for the web you can afford to be less formal with your language. After all, you are not drafting an annual report or asking for money from your bank manager. So avoid referring to your business in the ‘third person’. Third Person: “Since 1995 Acme Publishing have published […]

What’s in it for me, is the question that everyone is silently asking themselves as they go through the decision making process. You need to answer it. Will you help them save time? Or save money? Or both? Will this improve them as a person? Will it benefit their business? […]

Your unique selling position (or proposition) is what sets you apart from your competition. So what is your USP? It could be the personalised service you offer, the speed of your delivery, or the depth of your knowledge about a specialist area. Once you have identified your unique selling position […]

Before you can sell to someone they have to be motivated to buy. So you need to know what motivates someone to buy your type of product or service. Motivation is stimulated by desire for needs, or for wants. This is pretty simplified, but I believe it is a fair […]

Make your headlines work for you. They should grab attention while also imparting important information. If your site lacks good headlines people won’t take the time to read the body of your text. Headlines need to pull people into your website copy, engaging them and making them want to read […]

Website copy writing adapts traditional writing guidelines to solve some of the problems all web marketers face. Typical challenges faced by website owners include: The back button! One click and your visitor can be gone never to return. People skim read web pages, so information has to be ‘digestible’. People […]