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The Dos and Don't of writing copy for your B2B Web site
From ADV Magazine and ADVMag.com
By Lisa Barbadora
An animated GIF here. A little music there. Mix in some Shockwave files, and voila…your Web site appears. Thank you, Web Czar, but what about the message? What do the words say?
The Internet provides writers with exciting new techniques that can improve communication. However, instead of treating the Web like the unique medium it is, many people simply tear a block of print text out of its original context and blurt it out across the screen through an HTML word processor. I guess they think that "Star Wars" special effects make up for "re-purposed" copy.
As the Web is becoming more of a staple in the office and home, Web users are starting to read between the Java Script looking for the meat. Sure, a quick video is cool, but most visitors are now saying "give me the information I came here for — now."
That said, one of the most important things to keep in mind when writing for the Web is readability. Studies show that people find it difficult, even tiresome to read long, continuous blocks of text directly from a computer screen — even on a high-resolution, 17" monitor. That's why it's so important to write succinctly. If your visitors stumble over words and have to read and re-read your copy to understand the message, their eyes will grow weary. They'll leave your site in a quick click.
DON'T overstate your message
Credibility is essential to all good writing, but it's even more important when writing for a B2B Web site. Many business Web users are initially incredulous about your company. After all, your Web visitors are checking out your site to determine if it would be worth it to spend money on your product and forge a long-term relationship with your company — it's their job to be skeptical. Your Web copy must work extra hard to convince your visitors that you're sincere.
Eliminate bombastic boasts like, "we are positioned to be the world's preeminent provider of XYZ." Exaggeration detracts from the credibility of your entire Web site and company. B2B buyers are less likely to believe something that sounds "out-of-this-world" — even if it's true. If your claim is really that astounding, your Web site visitors will realize it by reading the supporting evidence. Format your Web copy— claim…evidence, claim…evidence, etc.
DON'T overuse "marketese"
Even with the increasing popularity of online buying, the #1 reason people use the Web is to get information. Promotional writing interferes with that information-gathering process, is distracting to your visitor, and muddies your message. It imposes a cognitive burden on users, who must take the time to filter out the hyperbole to get the facts.
Web users visit your site to connect — literally and figuratively — with your company, to ask questions and get answers, and to get to know you. Web communications should be more like a face-to-face meeting than reading a sales brochure. One of the biggest ways to turn a Web visitor away is to greet him or her with promotional happytalk or to hide your real voice behind a smokescreen of buzzwords and sales pitches. Just tell it like it is.
DO enhance searchability
One of the major advantages to writing on the Web is that there are fewer space restrictions online than in print. You can archive many articles and longer versions of printed material to give readers access to mountains of raw data that complete your story. Of course, all this information is only helpful if the author makes it easily searchable. Good interactive copy builds in various search fields, query features, and hyperlinks to make it easy for readers to find what they want fast.
According to a well-referenced study by Web expert Jakob Nielsen, 79% of Web site visitors scan Web copy while only 16% read it word-for-word. Web users are usually searching for specific information and will zip through copy until they spot key words. To make your Web site easily scanable, break information into chunks or sound bytes. Use sub-headlines and sub-sub headlines, bulleted lists, captions, pull-out quotes, bold words, and section summaries. Write short, punchy "teaser" paragraphs that a reader can click on to get the full story. Include key-word hyperlinks throughout a piece of Web copy that take a reader to a detailed section on that subject.
DO use a friendly style
A good writer should be able to write in a variety of different tones depending on the message, the medium, and the market. When it comes to the Web, it's extremely important to use a friendly tone to make your visitors feel comfortable at your site and to make your copy easy to read. In fact, according to one study, most Web users expect to get the same friendly, conversational tone that they receive from watching television news and talk shows.
Web copy must be professional, but it shouldn't be excessively formal. Your Web site should be a cozy place where your visitors feel comfortable coming back to again and again. Try reading your copy out loud. If it sounds awkward, stiff, and formal, that's probably how your readers will find it too.
DO proofread thoroughly
Surprisingly, many corporate Web sites are loaded with sloppy spelling and grammar. Aside from being unprofessional and undermining your credibility — typos, missing words, bad punctuation, and poor grammar will break your readers' concentration. They must stop, figure out what you really meant, and then regain their train of thought before continuing. Remember, there are already strikes against you when it comes to reading Web copy. Do everything possible to increase the readability of your site.
© 1998 Lisa Barbadora, All rights reserved. Schubert Communications
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