So you’re ready for your first business website…
And you’re probably on a search for a good website designer – preferably someone who comes highly recommended by someone you know. Checking out designers before committing is absolutely necessary, but did you know that most website designers are not copywriters? So as you start negotiating and come to an agreement, be prepared to be asked for content. At that point many projects come to a dead stop.
Let’s face it, the average business person is not an expert writer, so the task gets put off and often never gets done. Finding a copywriter is an option. You can post for one on Craigslist, check a freelance site like www.elance.com, or ask your designer if he/she knows someone. If your budget is tight and you want to tackle the job yourself, you need to start out by asking yourself a few questions:
What is the purpose of my website? Do I want it to merely supplement or replace a printed brochure to drive people to my place of business or call me? Or am I planning to make sales on-line?
The answer to that question will determine your style of writing. The brochure website should certainly show you and your business off to best advantage and convey your unique selling proposition, but the tone can be more laid-back than an e-commerce site. When you are trying to make sales directly on your site, the copy must have the power to convince. Keep in mind that you expect someone to open their wallet and send you money without being able to feel, smell, touch the merchandise – or leaf through an informational product before buying.
For this reason e-commerce writing has to be much more extensive, descriptive and irresistible. Including testimonials on the site is essential. Getting the copy right means the difference between success and failure.
Ask your designer if he/she can include professional copywriting in the project quote. It’s a worthwhile investment, and many designers have access to writers of different styles and experience.
Posted by Astrid Harper http://www.bestfive.com/mem/copypro
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