Copywriting For An Online Audience part 2
Readers hard copy sales materials do not have the luxury to pick and choose, so that they become a bit of listener. After all, it takes more effort to call or visit your competitor’s business in the real world. In addition, the brochure can sit at a table of potential customers for months on end, staring at them with puppy eyes, day after day, until one day the customer decides to make a few questions.
With unique challenges in mind, here are some copywriting guidelines to help make your website a lean, mean, highly effective sales machine:
1. Their attention from the first paragraph
Most visitors spend less than one minute to conclude a website before they decide whether to stay or go. No time for waffling paragraphs about who you are, where you live, and how your wife makes the best apple pie. You have to get to the point as quickly as possible. If you do not deliver your key messages in the first few rows, do not expect many people live to read more.
2. Short paragraphs
If you want people to read your Web site, forget the long descriptive, romantic prose about pulchritudinous healthy atmosphere you offer. They will only think that you stercorous (my word for it, you really do not want to be). Short paragraphs of the most effective on the web because they can be distinguished and a quick skim. Visual layout is the key.
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