Everyday, we are just deluged by copies of all kind. Often we are not conscious of it, but I guess in our little ways we subconsciously filter what copies work and what doesn’t. Personally, the ultimate test of whether a copy (as in advertising in print, radio, television or online) succeeds is if I ultimately decide to buy a product, try a service, or even pique my interest that I end up inquiring about something.
There is something different, though, when writing copies meant to be published online. When I write copies for the web, I try putting myself on the shoes of a prospective customer (which is not that hard considering I shop online among a host of other needs I go to the Internet to answer. Yes, I am one of those people who rely almost automatically on the net to get quick solutions). Anyway, empathizing or pretending that I’m on the other end of the copywriting process makes the writing copy easier and ultimately more effective for me. Here’s why.
What makes writing copies for the web so special?
Picture this. When you wake up and read the morning paper, advertisements try to fight for your interest via captivating catch phrases. Turn on your television and in between your favorite shows, you hear (hopefully) good lines from commercials that try to do the same thing.
Now when I go online and try to search for a particular product, at the back of my mind, I know what I want, and I know that webpages compete for that precious click of mine (usually occurring after performing search on Google or Yahoo!). With the insanely wide array of options staring at my face, however, I know my choice is crucial, and I have the power. I usually just skim through the results, quickly reading the descriptions of webpages. It tells me that these web copies, granted the title succeeds in reeling me in, have at the most a minute or two of my time to give me the answers I am looking for.
With this mindset, I’d like to think I know what it takes to write a good copy for the web. Essentially, I try to make it catchy, make it effective, make it useful. Ultimately, as a prospective customer shopping for either products, services, or information online, I want constant and immediate reassurance that I came to the right place and I am not wasting my time.
Search engines are key
How exactly do I get into these sites in the first place? Through search engines. As such, it is a primary concern to hike up my copy in the results of these search engines. This is where coming up with an exquisitely perfect title and description for my copy count the most. Let’s face it. I may have a sterling, Pulitzer winning piece on my hand, but it faces a lot of competition from other online sources. It will ultimately go to waste if it doesn’t attract a lot of attention (and clicks).
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