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Why writing for the web is different to other media

When it comes to online copywriting, many people are tempted to use their existing brochure text, hoping it will do the job.
And unfortunately it won't.

Here's why

The web isn't another marketing medium like advertising, direct mail or audio-visual. It's much more. It's a community of people with diversified interests - they're more information-driven.
People navigate through information in a hopscotch way.
Hypertext means our use of information resembles random thought patterns. This is completely different from the sequential structure of printed information.

Tips for improving your homepage

Your homepage is the point of origin for all enquiries - a bit like
a telephone switchboard. Ask and answer the right questions, and you get through to the right department.

Here are some guidelines for planning your homepage:

• Organise your content into modules for each service or product.
  Use subcategories to clarify distinctions. This will help with menu design and site plan.
• Your homepage should contain only the key modules for each product or service. Make a list of all features and benefits.
  You won't use all of them, but this will help you to write a catchy headline and three-line description for each module. Headlines express key benefits while descriptions provide reasons for action.
• Ask yourself: What are my visitors looking for? Be sure to answer them on your homepage. Make sure your links and text guide visitors with the minimum of clicks.
• Use motivational text captions with your links to direct people to the right pages.
• Ask yourself: Have I explained my business in clear simple terms? A good exercise is to practise describing your business in 60 seconds or less. Use a memory phrase to focus your objectives.
• Your 'homepage headline' is the most important element.
  It's the vital linchpin that holds visual and verbal elements together. A strong and compelling headline will:

      Attract attention
      Communicate strongest benefits
      Appeal to reader's self-interest
      Set tone for rest of site
      Help select the right audience

In the next issue I'll show you how to build confidence and trust by creating a personal voice for your business.
Bye for now
Francis

Francis Newman is available for further advice and help on 08700 780 597
www.message-matters.com
Strategic messaging that grows your business
E-mail: Francis@message-matters.com