So in the last post I talked about my recent website research project and all the bad websites I ran into throughout the process. And it got me thinking.

What websites really need is better copy. And I don’t say that because I’m a writer.

The sad truth is that – in very general terms – the quality of web writing and copy is mediocre at best. I’m not calling for elegant prose. What I’m saying is that what your website reveals – in clear, well-placed words – influences what people think of you, your product, your company.

Here are the top five ways to tell you’re NOT ready for prime time web writing.

1. Your ego knows no bounds.
   Leave your arrogance at the door and talk about the needs of your target audience instead, or leave your audience saying “so what” and moving on to the next site.




2. You always wished you had written War and Peace.
   Good web copy should be short and snappy. If, for some reason, you feel compelled to write tons of words on a single topic, it better be compelling! A good rule of thumb is: make your point, then stop.
3. You were the first one eliminated in the 3rd grade spelling bee.
   If your spelling and grammar leave something to be desired, it may be that writing for the web isn’t for you. It’s tough, calls for a lot of experience and if done carelessly or incorrectly creates a very bad impression. Ensure that your web content is free of spelling and grammatical errors and is punctuated correctly. And never upload it without proofreading.
4. You have many strong points…writing headlines isn’t one of them.
   Headings are critical to web writers – and readers. The rules: keep them short, keep them clear and don’t worry about being clever. In fact, don’t even try. Web headlines aren’t about a quick wit; they’re about placing the most important keywords for your content.
5. You place good design or “bells and whistles” far ahead of content.
   When you come right down to it, content is everything. It not only makes your company look great, it sells and – when given the care and importance it deserves – it can establish (or squash!) your brand.

So I have been doing some research over the past month in preparation for a new site I will be launching. And I hate to have to say it, but there are A LOT of bad websites out there. (No I will not featuring any in particular!).

What I am going to do though is share some big time NOs NOs in case any of you are in the midst of a project or considering a site revamp.

Flaw # 1: Senseless navigation
Your website navigation should immediately let you know:

• Where you are,
• Where you’ve been,
• Where you can go next and
• Where the home page is.

Navigation, in fact, must be so easy that visitors to your site shouldn’t even have to think about it. Some mistakes include dissimilar types of navigation on the same site, poorly worded links so your visitor has no clue about where he or she will end up and confusing links – or no links – back to the home page.

Flaw # 2: Confusing your website with your marketing strategy.
Listen up. Your website is part of your marketing strategy; it is not your entire marketing strategy. The right balance is in defining exactly how your website fits into your overall marketing program, then sticking with the whole program, making your site an integral and complementary part of it.

Flaw # 3. Believing people care about your website.
In the final analysis, nobody truly cares about your site. What visitors do care about is getting their problems solved. People visit websites to:

• Get information,
• Buy (or in some cases sell) something or
• Be entertained.

Flaw # 4: Putting existing print on your website.
No, no, no. Do not take your brochure, product catalog, employee manual, whatever and simply put it on-line. Printed materials don’t work on-line; they’re two totally different species. Knowledgeable web content writers create text that helps users find key words and concepts quickly. They:

• Write shorter sentences and fewer lines, paragraphs and pages.
• Use heads and subheads instead of introductory paragraphs.
• Use white space to keep the page looking open and inviting.

• Use hypertext links to give added information to readers who want more.

Flaw # 5: Acting like you own the company – even if you do.
Website readers have come to expect copy that’s personal and upbeat, so copy that smacks of bureaucracy tends to stand out like a sore thumb. Whether you’re writing your own copy or having someone do it for you, formal language and turn the tone down a notch. Also make sure to avoid technical terms and, by all means, make your verbs active and action-oriented – not in ho-hum, snore passive voice.

I recently read an article about something being called “e-venge.” Basically, we all have the power to say, well, anything about any one person or any entity and then blast it, via the WWW/Internet/online world, to just about every human in the world.

Scary? I think so!

Just as we can use this power for good, it can also be used for not-so-good. Burned by an ex? Mad at your boss? Looking to bury your competition? No problem…just tell the world that they’re jerks, unfair, cheaters, nasty, whatever floats your boat.

While most of us do live life under the rules of the “honor system,” there are those who don’t, won’t and/or can’t. And if you cross or threaten or anger one of them, watch out!

When I was an undergrad at the University of Pennsylvania, I wrote a newspaper column about what was being called the “Wall of Shame.” Basically, in a ladies’ room stall in the library, I once saw a graffiti message that named so-called campus date rapists and asked women to list male students’ names who fit the bill.

One name was listed when I first saw the writing. I happened to know of this guy and he didn’t have the best reputation. Regardless of his reputation, though, it had never been proven or even alleged in any legal way that he was more than just a jerk. I have and had no idea what the truth was, but I was sure the bathroom wall was not the place for the debate or for the legal system to kick in.

Today, we have the Internet (that was back in 1991). The medium has changed but the message hasn’t: words are powerful, yes. A public forum is also powerful. But just because it’s in print or on your computer screen doesn’t make it the truth!

The world of Web 2.0 is exciting, open and ever-changing. It can also be dangerous. Consider this: a new term, coined by SEOMoz.org writer/user randfish. In it, he coins the phrase Social Media Poisoning.

In this new world, anyone can say anything about anyone else and often with little verification or fact-checking.

So…if you do not like someone personally or they looked at you the wrong way or if they are your biggest competitor, you have the entire World Wide Web as your forum for venting. Free speech is great but as we learned from Spiderman, with great power comes great responsibility. It is pretty darn easy to be negative, to exaggerate or even to lie with the veil of anonymity and the strength of the written word supporting you.

We need to take so much of what we read with that proverbial grain of salt, huh?

Read the full post here. As randfish writes, this is possibly the most insidious negative tactic out there.

You may have heard the phrase ‘Web 2.0,’ the so-called second-generation phase of the Internet.

This is the phase where most of us now know the Internet exists, most of us have access to it and most of us have mastered the basics (e.g., browsing, searching, seeking information). When it comes to business and marketing in terms of Web 2.0, now it’s time for a more sophisticated, targeted approach to what we do and why. In the world of the online, everyone is asking about setting up, maintaining and looking for everyone else’s blogs, e-newsletters, web copy and “e” everything else from My Space pages to articles to press kits.

Through Get It In Writing, I am often asked my take on what’s important in these areas as far as copywriting and the larger world of marketing. My recommendation is simple but true: make sure your foundation is in place before you start to build. You may have a great blog or a really fun, memorable My Space presence, but without a website as a “home base,” you’re not maximizing your cyber-potential.

If someone reads about you in an article or your blog or anywhere online for that matter, chances are they may actually be interested in doing business with your company and/or buying your product/service. What then? It’s like those sign companies that say “a business with no sign is a sign of no business.” No website? No online home? You’re toast, the equivalent of a store in the mall being boarded up and locked in the middle of a Saturday afternoon.

The good news is no matter what stage you are at, there is much you can do easily and efficiently. Start small, make sure you have at least a good starter site in place and you can build from there. As far as basic pages, your home, services, about us and contact pages are a good start. Then you can start getting fancy, with wikis, blogs, podcasts and whatever else strikes your fancy.