The sad truth is that – in very general terms – the quality of web writing is mediocre. I'm not calling for elegant prose. What I'm saying is that what your website reveals – in clear, well-placed words – influences what people think of you, your product, your company.
Here are the top five ways to tell you're NOT ready for prime time web writing.
1. Your ego knows no bounds.
Leave your arrogance at the door and talk about the needs of your target audience instead, or leave your audience saying "so what" and moving on to the next site.
2. You always wished you had written War and Peace.
Good web copy should be short and snappy. If, for some reason, you feel compelled to write tons of words on a single topic, it better be compelling! A good rule of thumb is: make your point, then stop.
3. You were the first one eliminated in the 3rd grade spelling bee.
If your spelling and grammar leave something to be desired, it may be that writing for the web isn't for you. It's tough, calls for a lot of experience and if done carelessly or incorrectly creates a very bad impression. Ensure that your web content is free of spelling and grammatical errors and is punctuated correctly. And never upload it without proofreading.
4. You have many strong points…writing headlines isn't one of them.
Headings are critical to web writers – and readers. The rules: keep them short, keep them clear and don't worry about being clever. In fact, don't even try. Web headlines aren't about a quick wit; they're about placing the most important keywords for your content.
5. You place good design or "bells and whistles" far ahead of content.
When you come right down to it, content is everything. It not only makes your company look great, it sells and – when given the care and importance it deserves – it can establish (or squash!) your brand.
Allison Nazarian is president and chief copywriter of Get It In Writing, a Florida-based company that helps businesses nationwide harness the power of words to sell, inform and publicize. Allison can be reached at 561.487.3917 or anazarian@getitinwriting.biz.
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