Putting your best foot forward

As an online business owner, a Web site is crucial to your business. But it can’t be just any Web site; it must be a Web site with killer copy and visuals that draw your customer to you again and again.

Studies show that when visitors land at a Web site, more often than not, most are faster than Clark Kent–or a speeding bullet.

They’re there; they’re gone!

And what did they learn? Or did they find what they want?

Thus, when you write your web copy use tips like these to encourage your visitors to get comfy in their chairs, and stay at your site a whole lot longer:

Write headlines that grab attention

•    Many, many Web sites “Welcome” the visitor. While it’s nice to know you’re welcome somewhere, the greeting does little to assure your reader about a benefit they’ll receive from your products or services

In your headlines, if possible, as well as your copy, include the “benefits” to your reader for using your company, not the “features”

•    For instance, you might say something like: “Using such and such product you will grow more hair in 30 days”

•    Instead of: “I provide speedy service so you’ll get your hair product order quickly.”

Write in a conversational tone, and write like you talk

•    In other words, forget the “stuffy” and the “boring”

Use “you” often

•    And lose the “me, me, me” and the “I, I, I”

Make your web content easy to read

•    Use words with few letters, include short sentences, and even shorter paragraphs

•    Bullet point your sentences or phrases so your readers can quickly scan the page

•    The font! The font! Pay attention to the size of your font, and to how the color of the font connects with your site’s background/color. If your copy disappears into the site so you can barely see it or read it, you may need to rethink your colors.

Add visuals, but do so with discretion

•    Nothing turns off a visitor faster than the blinking and the flashing. While colorful and eye- catching, they slow page loading and can be off-putting for readers on dial-up.

•    Use an occasional photo or image to help tell your story or to introduce you, your product or services. Too many, though, will also distract from your message.

Before you say you’re done in your mind’s eye, make sure you really are

•    Edit your work and edit it again

•    Read your copy out loud from the end to the beginning to hear how it sounds

And review your site often to keep it up-to-date to your industry’s standards and current events.