Copywriting
| Web users aren't reasonable. They don't need to be, since your competitor's website is just a click away. They won't read your fine-spun copy. They'll ignore your witty turns-of-phrases. They scan for what they're looking for and click on the first promising link they find. Copywriting for the Web is all about getting to the point. |
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- A development company wants to blow up things.
- A financial company has a grammar meltdown.
- A technology company releases acronym soup.
- The Oracle speaks!
Good copy informs, entertains, and inobtrusively leads the user to the call-to- action, where the sale, lead, or contact is made. It converts visitors to customers.
Credibility has been cited as one of the top-ten reasons why Web visitors don't buy. Web users can't see the "face behind the curtain," and have little to rely on to establish a site's integrity. Grammar blowouts and dubious marketing claims most often result in click-aways (lost visitors).
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“Credibility can be increased by high-quality graphics, good writing, and the use of outbound [external] hyperlinks.
Links to other sites show that the authors have done their homework and are not afraid to let readers visit other sites. [...]
Users detested 'marketese', the promotional style with boastful subjective claims ('hottest ever') that is currently
prevalent on the Web. Web users are too busy: They want to get the straight facts.” — Jakob Nielsen, Web usability guru.
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