Thanks to the Internet, your business is right at your potential customers’ fingertips. But so is your competition. Five or ten years ago, you had at least 30 seconds to grab attention. But as our information-seeking brains adapt to the infinite opportunities slung at us on the web, that small window has shrunk to the size of a mouse hole. It is now more important than ever to show ‘em what you’ve got – and show ‘em fast.
Keep your copy clear & concise. Blocks of lengthy copy have the same effect on a reader as a brick wall has on a speeding car; each slams on the brakes and screeches to a halt. A quick click of the button leads your lost customer to your competitor’s site in a millisecond. I suggest keeping web pages – “Home” pages, especially – less than 200 choice words so that your reader stays on the information highway with you.
Stay clear & concise, even with lengthy sales copy. If your market research indicates that lengthy direct sales copy works best for your industry, don’t discard rule number one. You still need to keep your reader’s attention with powerful language and crisp sections between each call out.
Add web pages. There’s no need to cover more than one topic per page, especially if it means copy-heavy pages that send readers to look elsewhere. Let your “Home” page be a strong introduction and keep your company information on the “About Us” page. If you offer several services and it’s important to describe them all, give them each a separate page to strut their stuff.
Don’t worry; I’m not suggesting you sacrifice your brand image or important information for leaner copy. A skilled copywriter will showcase your brand and message with engaging copy that grabs – and holds – your potential client’s attention. If you can lure them through the mouse hole, your competition will be left holding the cheese.
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