When it comes to the world of web design, the website copy is often the last thing considered. Most people cut and paste in a section of their latest brochure or sales pitch, after all, it already showcases everything they need to say about their product or service, right? Wrong. Companies often get so bogged down by the look and feel of their website, they forget to spend the same time and focus on their web copy.



Words matter. You have 10 seconds to hook the reader and get them interested in what you have to offer. Users dive straight into the text and often ignore the images, so if a user visits your site and wonders what it's about, you know you have some work to do. Consider the following web copy guidelines when tackling writing for the web:

• Assess your goal

• Consider your audience

• Authority

• Currency

• Objectivity

Assess your goal

Decide what goal you want to fulfill with your website. Is it a place users can come for information, or are you selling a product? Either way, by identifying your main focus, you'll stay on track, and reach your target audience. The web copy is the hook to catch the user and keep them interested and engaged.

How can you assess your goal? Consider these tips when taking your first steps:

If you're selling a product: Your goal will be to drive up online sales. Your focus: to create an online space that makes finding and buying your product quick and easy.

If you're marketing a service: Your goal will be to offer useful information about your service that will build trust and customer loyalty. One great way is to design an online brochure.

You're providing information: Your goal is to share information with a group of readers i.e.: telling your customers about your site. To meet this goal, you could develop web friendly information on your business. You'll know you're successful when customers report that they found the site helpful.

Consider your audience

How do you identify your target audience? Ask yourself some questions, such as “Is the website geared to business professionals?' ‘Is the information directed to novices or experts?' If your web content is directed to the right target audience, you'll write in a voice they identify and relate to.

Determine what information a user will expect to find when they hit your site. Then, generate your website copy and test out the content with target audience members. No one can direct you like your audience, so use the feedback to guide you to the right approach. You can also check out other credible websites and use them as a resource to help get you going in the right direction.

Authority

Take responsibility for the content on your website. This will establish you as an authority and build your credibility with the user.

• Identify the author

• Identify your authority – State any qualifications or professional standing that make you an authority on the product or service you are writing about. Make sure the qualifications can be verified.

• Ensure your contact information is up to date and easy to use. If you post an email address, ensure it is valid and checked often.

• Ensure a disclaimer is added when an author's credentials are not appropriate or good enough to ensure the accuracy of the content.

• Indicate if the website is personal and has no commercial purpose. Let the user know if you are an educational institution or a not-for-profit company.

Currency

Keep the website fresh and current. It will also reinforce your credibility with the user.

• Make sure your website is always available. Consider changing service provider if you experience frequent down time.

• Keep content up to date. Indicate when pages are written or updated.

• Make sure it's complete. Eliminate any "under-construction" pages or sections

• Check frequently for broken links to internal and external pages.

• Check to make sure interactive pages such as feedback forms work.

Objectivity

Maintain objectivity when you write website content. Provide accurate information and keep advertising and market-style writing to a minimum and you've succeeded in writing content for the web that is objective.

Give the readers what they want

Write copy that is scannable. Readers want to be able to scan text and identify key points and topics. Make the initial copy easy to navigate by using titles and fonts to highlight key points and topics. By being clear about what they're looking at, the users will respond by digging deeper and getting into the content of your website.