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Quick Web Writing Lesson

Quick Web writing Lesson shares how important online copy is in a customer’s buying journey. Changing a few words can change everything. Ask yourself, “Why do we write web copy?” We build websites to “sell” an idea, products, services or any combination of all of those things.

“Selling” is in quotes because sales and selling are not politically correct.  Today, listening, educating and sharing is “selling”. Great web copy needs to listen, teach and share while lowering perceived risks, creating trust and developing a sense of community, fellowship, and mission.

Buying is risky. I heard the web researcher Amy Africa describe the stress observed when people buy online. Amy explained how online buyers move forward in their chair; heart rate goes up, and they get in “fight or flight” mode. If buying is pressure, then online shopping is pressure squared.

Quick Web Writing Lesson – Reducing Customer Risks

Copy, the words on your website, is a great tool for e-commerce merchants. Copy does many things. Copy can gain trust, develop a relationship and reduce perceived risks associated with buying). Here are tips to reduce perceived buying risks in web copy.

  • Use OPW (Other People’s Words) – Trusted sources or industry gurus make excellent sources
  • Use Customer Words – Customers know you listen when they see features of User Generated Content (UGC)
  • Touch the Universal – R&D is hard, takes time and money is a “universal truth.”
  • Cliches – Cliches are another “truth” you can turn in your favor
  • Empathy Words – Use words that create a sense of empathy between YOU and whoever is reading your copy words such as “collaborate,” “teamed with” and “love.”
  • Acronyms – Acronyms can convey industry knowledge, but be sure to explain fully the first time you use an acronym

Copy Example
Curagami’s customer Moon-Audio.com wrote good copy for their new V2 audio cable for JH Harvey designed In-Ear-Monitors. Here is Moon-Audio.com’s good copy:

NEW The Silver Dragon IEM headphone cable V2 (version 2) introduces the next evolution in Moon Audio IEM cables.  It is a total redesign from the previous Silver Dragon IEM V1.

We redesigned this cable solely for the purpose of teaming up with JH Audio, one of the best, most admired & sought after IEM manufacturers in the world. This redesign was almost two years in the making, and all elements of the cable were redesigned and improved.

Suggested Edits (colors related to table above)

NEW After two years of R&D the Silver Dragon IEM headphone cable V2 (version 2) for JH Audio In-Ear-Monitors (IEMs) is, as Audio Ambassador and long-time JH Audio listener Doug wrote in his 5 Star review, “…a major step forward in detail, dynamic contrasts and soundstage”.  Drew and the Moon Audio design team collaborated with Jerry Harvey, founder of JH Audio, to rethink, recombine and redesign the Silver Dragon V2 for JH Audio IEMs.

JH Audio, one of the most admired IEM manufacturers, started the IEM revolution working with bands you know and love. Our new Silver Dragon IEM V2 is compatible with:

Quick Web Writing Lesson – Flonase Knows Universal Truths

Next, let’s take a look at an excellent example of using a “universal truth” by Flonase:

Flonase Copy
Flonase is the 24-hour relief that outperforms the #1 non-drowsy allergy pill. When we breathe in allergens, our bodies react by overproducing six key inflammatory substances that cause our symptoms. Most allergy pills only control one substance, Flonase controls six and six is greater than one so go ahead inhale life, excite your senses, cease the day and the night. Flonase 6 > 1 This Changes Everything.

Flonase is building on a universal truth. Six is greater than one and that single fact helps project veracity on their claim – that Flonase beats allergy pills. Allergy pills are in red because the copy treats the non-named “pills” as an acronym.

Small changes to your website copy can make big differences in engagement, trust, and conversion. Hope the quick tips shared here help you write better web copy.

About the author

Martin Smith

Marty is a cancer survivor, 15 year Internet marketer after consumer products goods marketing & sales training with P&G, M&M/Mars & NutraSweet. He started 4 companies including Found Objects, Dada Box, Scenttrail Marketing & Curagami.

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