You purchased WebSite Complete, you've found some interesting pictures for your site and you have some idea of what you want to say. Now comes the hard part. You need to make the transition from raw information to an easy-to-understand, user-friendly site. The way to do this is by creating great "copy" for the Web.
Copy is the term used for any text that goes on your Web page. Whether it's a heading, a company slogan or the story of how you created your business, copy helps you convey the important parts of your site. It's through great copy that you can convince customers to stay at your site a while longer and come back more often. Graphics can enhance a site but can never take the place of excellent, informative copy.
People want value when they go to Web sites. Value can be in the form of a special offer, but more often it's in the form of information. This is true of e-commerce sites as well as standard Web sites. The main reason people come to non-e-commerce sites is to gain knowledge. Creating clear copy is essential to attract repeat visitors.
For e-commerce sites, straightforward copy can establish trust between you and the customer. For example, there are many ways to sell books online. One way is to create a list of authors and titles. Another way is to make browsing for a book an informative experience. Amazon.com chose the latter when building its site and created one of the most popular sites on the Internet. When arriving at Amazon.com, the shopper is given snippets of information about featured products. As he or she begins selecting items, detailed reviews, recommendations and customer feedback are available to help the shopper make the right choice. All of this copy creates trust -- Amazon.com doesn't sell just any book; it sells the right book.
The challenge in writing copy is to convey an idea to an audience in the least amount of time. Copywriting takes practice, but here are a few hints to make it easier to master.
Amy Flynn is the Director of Communications at Go Daddy Software, http://www.godaddy.com in Cave Creek, AZ.
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Article Submitted On: July 26, 2000
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