Website Copywriting: A Skill For All Seasons

Skillful website copywriting is necessary to the success of any and all professional websites. Many webmasters not in the know foolishly go the route of a pure SEO copywriting campaign and a crisp elegant outer design that shoves content onto another very low shelf. Truth be told, it is not the beauty of the website’s outer surface that attracts visitors to read on for more information; it is the content. This is the key that converts the website visitor into the almighty…customer.

The website copywriter, in order to be effective, must develop a very elusive cyber-recipe that contains equal amounts of sales appeal, originality and character. A dollop of humor, sorrow and even heartless facts are effective tools that can powerfully render the necessary tone. Each website copywriting assignment should be addressed uniquely with it own measure of desirable emotions and effects.

Remember that website copywriting is like the door-to-door salesman of old. The website copywriter may not have to knock on doors with vacuum cleaners or encyclopedias in his or her hands, but he or she does need to get one foot inside in order to do the company spiel. The modern age has replaced this salesperson with the website copywriter who must somehow compensate for the lack of a direct human connection. Website copywriting must answer questions, provide information and guide the visitor to make a purchase.

Website copywriting comes in many forms and disguises. As the owner of a website employing a website copywriter, you can go several routes. These include: e-books, which are very versatile, newsletter writing, sales page writing, blogs, articles, which serve as effective vehicles for creating inbound links and SEO writing, which can effectively drive high quality targeted traffic to your site.

According to Karen Thackston of KTA marketing, there are some rules of thumb that always apply, no matter which type of website copywriting you prefer.

• Always use “you” or “your” instead of “we” and “us.” "
• Go for personal rather than general examples.
• Do your homework and get to know your target audience.
• Write using the language of your target audience by using industry jargon.

In summation, website copywriting can be a very effective and lucrative tool for promoting sales and increasing the traffic to your website. Like any recipe, the exact measures may be elusive at first, but trial and error and looking at how others have successfully done it can put you on the road to successful economic returns.

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