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When it comes to Websites, it’s easy to let the content take a back seat to the design and layout. Typically the main concern with a new site is the look and feel and the copy can get over looked, assuming most people won’t read it anyway. But isn’t it the words that drive targeted traffic to your site, that convey your marketing messages and ultimately do the selling by persuading people to take action?

Good content that persuades visitors to take action can help make the difference between your site’s success and failure.  You’ve only got 3-5 seconds to catch your readers attention, which makes it all the more important that you put the right message in front of them. So before you start putting words down on paper (or rather, up on a screen) there are a few things you may want to consider that could help you get more out of your Website.

Before You Write

• Do Your Homework – The first thing you should do before you start to write is read. Reading can help make you a better writer, but don’t just read anything.
  a. Read up on your competition; check out their Websites, find out what they are doing and how they are positioning themselves.
  b. Read your own marketing and promotional materials. Determine what you like about your past material and what you can improve on.
  c. Read tips for becoming a better writer. There are literally thousands of resources out there (for free), here are just a couple that I’ve found helpful: Writing for the Web, and Online Copywriting 101: The Ultimate Cheat Sheet.
• Define Your Target – Who’s going to be using your Website? How old are they, are they married or single, men or women, do they own a home, are they professionals or small business owners, vegetarians, Kun fu masters? Here’s a few links that might help you get started: 3 Tips to Defining Your Target Audience and Zero In On the Right Target Audience. When you know who it is you’re writing to, it’s easier to connect with them. You can target your site, your writing style and the words you choose to your reader. Find out what drives them and will persuade them to take action.
• Know Your Product – You should know your product inside and out. Know its features and its benefits. Features describe your product; benefits are what the user will gain from using that product or service. Know your unique selling proposition (why is your product or service better then what your competitors are offering?) Here’s an article on unique selling propositions that you may find useful.
• Set Objectives – What is it that you want to get out of your Website? What do you want people to do when they get to your site? Do you want them to call, download a free whitepaper, sign-up for your newsletter or make a purchase online? Once you determine what you want the user to do, you can write your Website in a way that moves your reader to take that action.

Writing is a process; you shouldn’t expect to have good, compelling copy that speaks to your target audience without first doing a little research. The more time you spend preparing to write, the easier the writing and the better your messaging will be. So stay tuned, because in part 2, which should post in the second week of March, I’ll have a few tips on writing for an online audience to share.