Writing website and marketing copy for an online audience can be tricky—I am always on the lookout for website copy and design that “works.” The problem is, when I read something I like, I often struggle to articulate exactly what qualities and formula cause me to like it in the first place. This is likely because different strategies work for different messages, and each company—in order to stand out—must come up with its own unique “flavour” of web copy that helps their website stand out amidst the competition.
I figure, though, that there must be some basic know-how for web marketing copy that don’t come simply from practice and meticulous revision. Over the next few weeks I’d like to explore the web in search of online marketing copy dos and don’ts to share with you.
To begin, simply Google-ing “how to write web marketing copy” (yeah, I’m original) comes up with tons of great hits, both from blogs and from actual web-writing sites. One that caught my attention was the article “The Disgustingly Simple Rule for Web Writing That’s Awfully Hard to Swallow” that I found at www.copyblogger.com.
The point of the article is that web content needs to be “simple, succinct, and scannable,” because web browsers have high standards for use-ability and interface, and very little patience for clunky web design. The author encourages simplicity, arguing that web copywriters should economize on every word and phrase. No space or time can be wasted!
I completely agree, but part of the article’s reasoning for this emphasis on minimalism I take issue with: that online copy is somehow anti-intellectual. When it comes to web 2.0 marketing, I think “anti-intellectual” is an incredibly out-dated and unfitting sentiment. Many web 2.0 browsers are clever professionals with fast-paced jobs and, accordingly, fast-paced demands. I maintain that the “keep it simple” maxim stands for web copy, but this new body of online professionals demand something more from web copy. Its the something more I find difficult to describe, whether its a particularly well-tailored message, or perhaps even the voice of the copy (by which I mean, its personalized sound and feel).
So, I don’t think “clear and concise” is the whole story, nor would I agree that web copy is in any way “anti-intellectual.” Next week, I want to look at some successful web copy and try to pin down some more precise “dos.”
In the meantime, do you have any ideas about what the “magic formula” entails?
Tags: Communication, copy, Marketing, web
I think part of the ‘magic formula’ is really knowing your audience and writing for them. I think a lot of government organizations really miss this point for example. Many government websites use tonnes of acronyms that their customer (citizens) aren’t familiar with, they also use ‘government speak’ as I like to call it, which includes all kinds of lingo that is not common knowledge. Websites shouldn’t be about putting EVERYTHING you know/have online, it should be about having a good simple structure, writing such that you ensure clarity for your audience, and providing the most important documents/tools rather than going for quantity.
I think as mobile network speeds increase, online video will be more important than text. Besides, what would you rather do, read a long article about business or see someone speak to your face for 1 minute about the same thing. Less time and more impact, in my humble opinion.
I prefer copy over video. It may lack the initial flash and excitement factor, but it’s faster to read a paragraph than have someone read it to you. Plus, I can skim boring parts and re-read slower parts. No fast forward, pause or rewind. I subscribe to 7 RSS feeds. If those were put into video format, it would take all day to get my news.
I totally agree, Christy. I think a lot of governmental and non-profit copy totally misses the point – it almost feels sometimes like they are trying to establish some kind of authority through the inaccessibility of their websites! At some point I’d really like to blog about what non-profit copy can learn from corporate marketing copy, and visa versa. Selling is selling, whether your item is a product or a concept.
I think that Demian Farnworth is right: writing for the web is probably more like doing ad copy than writing an essay. In that sense, it is “anti-intellectual.”
In many ways, it’s the fast pace of professionals that forces the copy to lack the depth and verbosity of an “intellectual” article. People want their information, and they want it in small, easy to digest morsels that they can devour on the spot. In France they enjoy a two hour meal; in North America we want fast food. The same goes with copy.
Web copy I like:
Corporate:
37signals – http://www.37signals.com
Apple – http://www.apple.com/getamac/whymac/
Hover – https://www.hover.com
Non-profit:
Housing Works – http://www.housingworks.org
I agree that you should try to use fewer words to say what you need to say. People reading your copy don’t have a lot of time so you need to get to the point quickly.
It does depend on your audience though. When you have a large, loyal audience they may indulge your rambling.
It also depends on the purpose of the copy. Body text in a website does need to be to the point. Blogs can be lengthier.
Ultimately, if what you say has a lot of value to your audience, they may not care how long it takes to say it.
Good point Alain
@Adrian
I agree that the influence of video will increase, especially for subjects ‘push’ marketing activities where the style of the video (entertaining, funny, surprising …) can entice people to watch through an underlying message or trasner of more complex knowledge. But I also agree with Forrest that written copy will stay as a important if not dominant form of communication.
I want to start experimenting with personal video blogging, so it’ll be interesting to watch how that works for me as the ‘author’ and for our audience.
@Justin
I take your point – what I meant by my disagreement with the whole “anti-intellectual” thing was that the audience being targeted by Web 2.0 marketing copy isn’t somehow less demanding. Like you say, it is precisely their “intellectual” or “professional” occupation and demands that necessitates simplified web copy.
As far as your “web copy picks,” I couldn’t agree more! 37 Signals is an “inspiration” of mine when it comes to web marketing. I love the look and feel of their websites, and their copy is informative while somehow remaining conversational and “cool” for lack of better expression. I’m excited to check out your non-profit copy suggestion.