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Bad Copywriting Equals Bad Results

Author: Sandra Olivier
It is astounding to see the amount of bad copywriting that exist online, ranging from content on websites to PPC adverts. The importance of producing high-quality copy can never be underestimated in the online world. But how do you go about creating effective attention-grabbing copy?

Studies have consistently found that web pages following best practice for online copywriting outperform those which don't by over 100%. If a user arrives on a website, only to discover weak copy, they will leave. More importantly to note is that bad copywriting can affect your Search Engine Optimization strategy negatively.

Well-written text is without a doubt one of the most valuable methods of grabbing a user’s attention; so how are pitfalls avoided and successful copy achieved?

• Be transparent, say what you mean
  It is important to take stock before you begin writing in order to understand what message you are trying to communicate.
  
  Do you want to let users know about your company? Is there a special offer you want people to know about? Or are you trying to sell a product?
  
  It is always a lot easier if you are familiar with what you are writing about as this will genuinely be conveyed through any text to the reader.
  
  
• Keep it short
  Regardless of what you’re writing, or where it’s going to be placed, the text needs to be short and snappy. Don’t get caught up in using extravagant language get straight to the point.
  
  A user needs to read and understand your copy within a matter of seconds. Always try to cut unnecessary words out of your copy: one good word is far better than five or six bad ones!
  
  
• Consider your target audience
  Probably the most important factor to consider is who will be on the receiving end of your words. People often make the mistake of writing for themselves, not the reader.
  
  Once you have clearly established your target audience, you have to create copy that will appeal to them. This not only means using a language they recognise, but also giving them content they will relate to.
  
  Think about your choice of vocabulary and whether it is appropriate for your audience. If you can get inside the mind of your target audience, it becomes much easier to create appealing copy that is likely to be responded to positively.


• Make a lasting impression
  Displaying good quality and original writing is far more likely to grab your readers’ attention. Be creative, use slogans, play on different themes and embrace your knowledge about a product or service.

Back to February 2009 Newsletter