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Friday, 7 October 2011

How To Create A Targeted Placement Campaigns With Google Adwords

Good Copy Should Pull In Visitors

Good Written Copy Should Pull-in Visitors

If you fail to plan, then you are likely to fail in your endeavor of producing great copy.  If you wish to achieve your goals, it is important to gather all the facts.

First, you should anticipate the users’ of your sites questions.  Normally, there are four questions that a user will have that will need to be answered.

1.     What am I doing here?
2.     How do it?
3.     What is in it for me?
4.     Where do I go from here?

So if your site’s design and navigation can not provide an obvious answer to these questions, then you should look at using copy in order to explain them.  It is important that the answers to these questions should be obvious to all your users, and not just those visiting your site for the first time.

What is important to remember is that half the visitors to a site will not try to bother with working things out for themselves, and the other half may not even succeed.

Next, when planning, focus on your core audience.  Remember, you will not be able to reach everyone, so make sure that the copy you produce addresses your site’s most important visitors directly.  So, spend time explaining what the site can do for them in particular.  If you want to make it more effective, then do not use words which would only be looked at by people you do not need.

However, if you are targeting more than one type of visitor to your site, then make sure that you can direct them to different pages.  What you should remember is that a visitor will go somewhere else if they do not feel your site has something of value to offer to them in particular. 

So when providing them with facts, let the facts speak for themselves.  It is important that you make your descriptions compelling, although not excessive. Many visitors to sites will skip a site if they feel it is too full of hype (just bear in mind that some hype will almost certainly be necessary in order to excite your visitor).

Is Copy Writing For The Web Different?

Why Writing Copy for the Web is Different

One of the most important reasons as to why copy-writing for the web is different is that the mindset of those who are going to be reading is different.

More often than not, most web pages will be found via a search engine.  This is very significant, as it means that the person reading your site has been looking either for you or someone like you.  So that puts them in control.  This is because they will be focused on finding a particular product, service or piece of information.

So anyone visiting your site for the first time and has found it via a search engine will have a few questions in mind.  “Have I come to the right place?” also “Will I find what I’m looking for at this page or site?”  Finally, they would be asking themselves “Do I feel able that I can complete the task at this point?”

So what is vital is that you answer these questions in both your headline, and any sub-headlines you may have.  It needs to be able to secure a response from this first time visitor immediately.

In order for this to happen, your writing needs to provide answers so that the visitor knows exactly what they are looking for. 
What is important when writing any copy for the web is that you reassure any visitors that they are in the right place, and that they should continue to read on.