Tips for Writing Engaging Web Copy

One of the most common challenges of Website writing is the need to make the copy engaging. This is done by understanding the needs of your Website visitor and speaking directly to them by addressing a specific challenge, issue or need that they might have and connecting it to how your product/service meets that challenge, issue or need. 

This issue comes up often when I work with clients to write new Website copy or to revise their current copy. This is also a common challenge for people who attend the Website Writing Workshops I teach. 

Understand needs and challenges
This is critical because people come to the website for the content. Users are very focused on their goals, so it's critical to "engage" them by understanding what they want or need and how your product/service can help them by providing a solution. Often you can draw them in by asking a question related to this challenge.

Before and after copy
Consider the following example in italics from the Website home page of a hair salon (this is actual copy, but the salon location and name are fictitious). Does the Website copy engage you enough to contact them?

Original home page copy:

We focus on one thing all the time - HAIR, and only hair. You will love the results and want to tell others about us. That is why our reputation is so good. We have been in business in Mile High City in a single location with the same owner for 15 years. We have one job and we do it better than anyone else..."Your Hair". Just ask around, check the Web, ask a friend and read our mission statement and history. We live it!...and you'll love it!

Key problem
In my view, this Website copy does not engage the visitor because it doesn't tell you why focusing only on hair will benefit you as a customer. Remember, features tell and benefits sell - so what are the benefits?

This problem is often caused by the client being to cheap to hire a professional copywriter. Or maybe the business owner has a niece who wants to get "writing experience" and so they have them write the copy.

Revised home page copy

Here is a rewrite of the copy to emphasize the benefits to the visitor, which make the copy more engaging: 

Are you looking for a salon that focuses exclusively on hair? If you're tired of going to salons that promise you the world, but deliver anything but that, consider a visit to Sally's Salon in Mile High City. Here you'll get personalized, superior service at an affordable price from stylists who specialize in cutting, styling and coloring hair 100 percent of the time. Our stylists are highly trained and attend regular continuing education. While other salons try to meet your every need with manicures, massages, and other services, we focus on one thing: making your hair look as great as it can.  

Avoid weak, self-centered copy
While weak, self-centered copy may please the business owner, it often turns off potential customers. That's because they don't care about the company -- they want to know what the company can do for them.

Have you run into this problem with your Website copy? If so, I'd love to hear from you.