Studies show that 79% of Internet users SCAN the page
rather than read word for word. To help you write better copy for your banking website, here are seven copy writing sins to avoid.
Sin 1: OPEN WITH FLASH
Open with a bang, but not with Flash.
Flash
is a program by Macromedia that shows mini movies. Graphic artists LOVE
Flash animation as the use of high tech shows how smart they are. Internet users, however, hate Flash
because it slows them down and stands in between them and the information they're
hunting for. There are millions of pages of information out there, and they aren't so sure yours is the best use of their time. So trash the Flash and go with stronger copy instead.
Sin 2: NO COMPELLING HEADLINES OR SUBHEADS
In print, eyes go to the picture first. Not so online. Research
shows the first thing web users see is a headline. The eyes of your website visitor scan your site by drifting down the page looking for
easy-to-pick-up words. Well, the headline and subheads should
effectively tell visitor what's on the page without having to dig into
the real copy. Headlines get
the attention so treat your headline as a quick summary of the entire page. The first subhead identifies the problem of your target
audience. The next wows them with the solution - your product! This way scanners
can gloss over the content and get the whole story with the headlines
and subheads. Once they're hooked, they can go back and really read
your copy.
Sin 3: OPENING WITH "WELCOME"
You're wasting valuable real estate if this is your first
phrase. It may be the first and last thing your site visitor reads. Don't
forget why web users visit you in the first place. It's all about their needs, not yours. Something THEY need got them to your site. Figure out what it
is. Identify the benefits, or emotional buttons in your copy. People
WANT to know they're in good hands and that they made a smart decision having their accounts with you.
Do them a favor. Convince them with benefit-laden copy.
Sin 4: NOT BUILDING COPY AROUND KEYWORDS AND PHRASES
Keywords and phrases are what Internet surfers
type in to a search engines such as Google. The search engine comes back
with a list of related sites. Surfers tend to click over to sites at
the top of the list. Search engines put the sites with relevant
keywords HIGHER on the list. They find those sites by reading the copy
on your web pages.So figure out what words your target market
would type in to find you. Those are your keywords. Now build them into
your copy.
Sin 5: NOT ENOUGH WHITE SPACE
You can guide the eye where you want it to go... if you have a
path. Don't clutter up the page with too many confusing options. Or
slow-loading graphics. Use strategic white space to pull your reader
through your copy from start to finish. Remember, reading on a computer
screen is tiring on the eyes. In fact, online reading is 25% slower
than reading print. So make it easier. Break up your information into
bite-sized pieces. Use short, snappy sentences. Paragraphs with one
thought and one thought only. And use bullets liberally. You never know
which is the magic one to turn a reader into a customer. Make your copy
scan-able.
Sin 6: BORING THE READER AWAY
Your message has a heck of a lot of competition. People don't
have to read your copy unless they want to. YOUR job is to keep them
engaged. The great copy writing genius, Joseph Sugarman, once taught that the purpose of copy is to get you to read the
first sentence. Then that sentence should get you to read the NEXT
sentence. And so on. And so on. And so on.
Ever hear of the "Bucket Brigade?" This term comes from the
times before fire departments got organized. If there was a fire,
villagers lined up down the streets. One end of the line started at the
water source. The other end was at the blaze. To put out the fire
quickly, they passed buckets of water down the line. Briskly. Without
letting up. Without slowing. Imagine that pace when you're writing your
copy. Each sentence leading you into the next.
Sin 7: UNDERESTIMATING THE IMPORTANCE OF COPY
Copy describes what you do and persuades the reader to take
some action. But what really makes copy invaluable is its ability to
build a lasting relationship with your reader. Whether you're there or
not. 24/7. Good copy is friendly, informative, establishes rapport, while growing trust and loyalty. It deepens the connection between you and your
audience. Once you have that bond, you don't have to bother convincing
them how great your product or service is. They're READY to sign up!
Source: Phil Dunn,
www.qualitywriter.com/blog/
The Biltmore Group -
www.gobiltmore.com - 847-276-2676
