Web Copy That SELLS (Part 1)

One of the biggest mistakes website owners make is using their company brochure copy for their website. Do not make this mistake! Brochure copy simply doesn’t work on the web. Studies show that people scan web pages, they don’t read them.

Short Sentences & Bolded Copy

Here’s an example of brochure style copy vs. web copy.

Brochure Style: WidgetsAreUs offers a wide array of products to fit virtually every lifestyle. Our styles and innovations can help you decide which products are right for you.

Web Style: Find amazing blue, red, and green widgets to fit your lifestyle!

See the difference? The message is intact, but it’s stated in 11 words in instead of 27! I’ve also replaced the generic word “product” with specific product names. These words are in bold to draw attention to them.

Here’s another example.

Brochure Style: Joe’s widgets, the new premium widget brand, meets the demand for aesthetics and performance with a collection of distinctively designed widgets and related products that create a fashion statement in the home.

Web Style: Joe’s new collection of widgets will make a bold fashion statement in your home.

When people scan copy, they aren’t going to absorb a sentence that is 32 words long! That is why the web style sentence – at 14 words – is much more effective. In this sentence, I’ve used bold to highlight the benefit to the reader instead of the product. Take a look at your website – which style are do use? Get your customer’s attention! Keep that brochure style writing where it belongs – in the brochure Thanks for reading.

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