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.

The key to creating content (copy) for your website, blog and press materials is to consider your audience.

You must give your readers fresh, useful, newsworthy information that they’ll use.

• Determine what topics will interest them.
• Make a list of online and offline publications that will help you stay up-to-date and be sure to read them regularly.
• Become an expert on all things relating to the services or products you are selling and the people who need them.
• Pay attention to the questions your clients and prospects are asking you. Chances are, your answers will be of interest to your audience.
• Check out blogs, forums and other online networking sites. What are people talking about?
• Take general news and tie it into the specific needs and wants of your market.

Technorati Tags: website content, blog content, press materials, business press release content, article content, writing business content, Allison Nazarian