Some people cannot seem to escape the inescapable bane of bad web copy. It’s hard sometimes, writing perfect grammar, having perfect syntax, and writing stuff that readers actually enjoy.
This is really important for the simple fact that your web pages will not rank very high if they lack quality content. There are a few common mistakes people make that ultimately lead to a weaker web presence online.
One of the worst things you can do with your copy is to hamper your web users’ reading pace with extremely long words. Sure, every writer likes to show off their impressive vocabulary. But you know what?
People care more about what they can gain from your article’s content.
They don’t really give a damn about the words you learned during SAT prep in high school.
Another huge mistake is writing overly poetic copy, that is merely a pathetic attempt to mimic some of the literary fields greatest. People are not looking for a literary masterpiece when they are seeking a product that will benefit them.
Other individuals will try to seduce readers with humorous copy that simply doesn’t get the number of laughs they were hoping for. Remember, humor is a subjective thing that appeals to different audience members differently.
So, do not expect to get the desired effect from everyone with your funny catch phrases.
Another common mistake is extremely short, vague web copy that is so perplexing, that is doesn’t communicate anything. Remember, the point of copy is to make other take action, to buy your product, etc.
So, make sure that your copy communicates the intended purposes of what you are writing.
Trying to be too clever in your web ads can be a major pitfall. For example, you may decide to write a clever headline to prove just how intelligent you are to the web users of the world, only to confuse them even more.
Some ads are structured to look like news headlines, when they are clearly ads. Maybe these is appropriate in some contexts, but never structure something as an news headline unless you actually have news to communicate about your product.
And finally, some copy dismisses the importance of the audience, and their perspective. Remember, you must write from your audience’s point of view in order to generate the desired result. Some copywriters enjoy flaunting their personality traits and talents, only to find that they have completely alienated their audience.
If you want to engage readers, you have to speak to them individually, as if they are the only ones that matter to you.
Make them feel special, and different from the rest of the web users.
As you can see, these common pitfalls have put many copywriters in a bind. Never rely on gimmicks or poor writing techniques to engage your audience’s attention. You need to think from their perspective, and figure out exactly what they want to hear from you.
