Posted by Peggy Merrick-Bakken
It's easy to be an expert on Web sites--until it's time to write the copy for your pages.
CUES is in the process of revamping its site (launching in 2010), and it's an exciting project. But after months of planning and design, it's time to write. Talk about pressure! Let's just say expectations are high.
So I was very happy to discover Erin Anderson's Webinar for Marketing Profs, Word Perfect: Rewrite your Website to Engage Customers and Inspire Their Trust. It's full of practical and smart Web writing tips.
We've all been to sites that are so concerned with being clever, you can't find what you need. Or worse, are so choked with marketing speak they sound like an infomercial. Anderson stresses the virtues of clear, useful words over pizzazz. She recommends writing as if you're sitting across the table talking to someone. Be personable and authentic.
Most people don't use phrases like "unleash your technology" in conversation. Yet, how often do you find such meaningless terms on company Web pages?
As an editing geek, I loved Anderson's examples of how ordinary copy can be transformed into powerful statements by paring out unnecessary phrases. She recommends creating a style guide for your site that sets a tone. For a straightforward approach, try replacing "as quickly as possible" with "pronto." Or, instead of saying "learn expert techniques," try "get the scoop."
Other good tips included:
- how visitors skim a site for information;
- how to organize content before you start writing; and
- avoiding the perils of "Frankenstein" pages that result from writing by committee
Anderson doesn't waste words or a moment of presentation time. It's all good advice for the care and feeding of your Web site. Do you have a favorite example of a well-written Web site? Or a really bad one?
Peggy Merrick-Bakken is CUES' marketing supervisor.
