What Every Writer for the Web Should Know
by Lana Walker-Helmuth
Copywriting for online commerce is different than writing
for print or radio. Before jumping in, learn what sets it apart and how
to write for the Web effectively.
The first thing every writer for the Web should know is that copywriting
for this medium is a different beast. Just as you can't convert a training
manual to PDF and call it e-learning, you can't tweak your company's marketing
materials for online usability and call it Web copy. Well, you can, but
it won't be effective.
According to marketing and online writing expert Nick Usborne, the Web
and its history demand a different approach, a different attitude, and
a different voice than print or radio. With the inception of the Net,
thousands of people were able to freely communicate with others who shared
common interests. They talked, as friend to friend, colleague to colleague,
basically uncensored and unedited. No one owned this new communication
arena, and the language and tone certainly wasn't dictated by Madison
Avenue or Strunk and White.
Get real
So, here we have all this open, vibrant, raw communication going on and
in comes the typical business Web site using corporate-speak and copy
lifted straight from the glossy brochures. It's like a guy showing up
at a beach party in a suit and tie. He doesn't fit; there's a cultural
disconnect. Usborne says when companies show an ignorance of and indifference
to the culture in which they operate, the natives become irritated and
restless.
When writing for the Web, you need to use the correct tone and language
for this culture. Does that mean you need to use slang or netspeak, with
emoticons and all? No. Just take your audience's cues and adjust your
message. Taking off the jacket and tie at the beach would be a good start.
Get unique
As a technical communicator, you probably know a lot about information
design and usability issues. Through the relentless efforts of people
such as Jacob Nielsen, Web sites are getting easier to use. However, as
we push for hardware, software and usability standards, more and more
business sites look and behave the same, making it hard to differentiate
products and services. This presents a challenge.
Usborne asks in his book Net Words: Creating High-Impact Online Copy,
"If a business online cannot reasonably differentiate itself with
its technology, its design, or its prices, what can it do to separate
itself from the competition?" His answer: Words.
He cites examples of the welcome message someone receives after signing
up at a Web site (I've removed the company names to protect the guilty):
- Welcome to Ourcompany.com! Thank you for becoming a registered user
of our Web site. We appreciate your business and want to make your online
shopping experience fast, easy and fun.
- WELCOME to XYZ'S EMAIL SERVICES. We're delighted that you've decided
to take advantage of the speed and convenience of XYZ e-mail communications.
- Welcome to Can You Keep a Secret's E-mail—exclusive e-mail news!
Now that you have signed up to receive our special mailings, you'll
be the first to hear about exciting new fashion and media events, special
online promotions and more.
Each of these companies has a completely different brand, character and
style. But their welcome messages sound alike. They're plain vanilla.
The opportunity to differentiate was wasted.
Here's a welcome message Usborne likes. It reflects the company's character,
style and unique position in the marketplace:
Well, you've done it now. By opening a Customatrix account,
you've just changed the way you're going to buy athletic shoes forever.
The surgeon general reports that designing your own cool athletic shoes
can be highly addictive.
Why is it important to give your site a unique character? It helps insulate
your business from competitors. Technology won't do it. Your competitors
most likely can meet or beat any whizbang thing that's put up there. Remember,
the pen is mightier than the sword.
Get strong
In addition, work with a voice that has strong character, Usborne advises.
"The Internet was built on and thrives on the strong voices of its
participants. Online you need to have a strong character in order to stand
out from the crowd. The Net is a vast community of voices articulate,
witty, ridiculous, and loud. So character counts for something. Being
blah guarantees that you'll never be heard."
Businesses in general tend to play it safe in their advertising. They
don't want to appear silly, frivolous or foolish. When they carry that
same caution to the Web, they appear to be completely characterless.
As a great example of projecting a strong company character, Usborne
holds up financial advisors The Motley Fool at fool.com. People love them.
Interestingly, the company started this unique character online and then
branched to print and radio. Had they started offline, their character
and style might not have flown. But it worked wonderfully on the Web,
where it fit the culture.
Be warm, friendly and present
Not too many people want to do business with companies they perceive
as cold or distant. Yet it seems as though Mr. Spock is doing the copywriting
for most business sites.
People will trust and connect more readily with a company that is warm
and friendly. The key is to communicate like a real person does. Use simpler
language and simpler concepts.
Another powerful approach is to convey to your visitors that someone
is actually there and paying attention. Use photos of people in your company,
if appropriate. Keep content current. Nothing is worse than going to a
site in May and hearing all about the great Valentine's Day deals in progress.
Or being urged to "Sign Up Now!" for the long-past seminar.
Keep learning and practicing
Copywriting for the Web is still in its infancy. Even the copywriters
who shine in the print world need to learn the unique art and science
of writing for Web commerce, if they're given the chance, that is. With
chagrin, Usborne relates in Net Words that copywriters often are
not invited to the table for Web site development and content creation.
They aren't considered because of their lack of technological sophistication.
That's a shame, because even with the greatest technology behind a Web
site, it will be the effective words that rule the day.
In an interesting twist, because technical writers usually do possess
technological sophistication, it is they who are more likely to be invited
to the table for content creation whether or not they can write effective
online marketing copy. Any of us who fall into the category of having
no experience in this arena would do well to study copywriting and practice,
practice, practice. We'll be in good company as this relatively new type
of copywriting unfolds.
Lana Walker-Helmuth is a senior member with a background
in technical writing and marketing communications. She recently moved
from San Diego to Sedona, Arizona, where she is enjoying hiking in the
red rocks. She can be reached at lwalkerh@yahoo.com.
This article was originally published in the May 2004 issue
of Signature, the San Diego Chapter newsletter. It was edited and reprinted
in the November/December 2005 issue of the Nor'Easter, the Northern New
England Chapter newsletter.
|
