FAQ's > What should I keep in mind when writing copy for my web site?
When writing copy, the key is to let your personality shine through. For all the anonymity of the net, reading a web site is a personal experience: when your customer is reading your site, they'll probably be alone and sitting about 10 inches from their screen. Keep their attention by being real—and not just on the "About" page. As a small business you have an advantage over gigantic retailers—you can actually care personally about your customers. You also likely have put a lot of your own passion and drive into your business. Make that show: it's magnetic.
Write web site copy that is light and engaging. Stay positive—talk about your products great qualities, rather than your competition's bad qualities. Keep it energetic, upbeat, and easy to read. Web users tend to scan and jump around a lot, so make sure you have headings and bullet lists. Your copy should be easy to digest and should allow the reader to pick out what is most important to them and find out more about that particular subject.
Quality content can be a powerful aid in selling your products. Providing useful informational content demonstrates knowledge and quality in concrete ways, and it also helps creates trust. Trust is important to any business relationship.
Before you start writing, outline the mood and style you are going for, and where you want to direct your visitors. Keep these in mind as you write, and periodically review your content as you go to be sure it is focused and consistent in style. Be sure to highlight your product's strengths in clear language.
When you have finished, show it to three people—at least one in your target audience. If your readers can't easily describe what your product is and why they should buy it (or if they are so bored that they don't finish reading)—rewrite your copy.
