It’s easier to write content for a large amorphous mass of people. You have no audience demographics to look into. You are not catering to a niche. You create generalized copy that appeals to all. But talk about the World Wide Web and you are immediately writing to a special interest group, a group that has very little time and is looking for results within that limited time frame. All the more reason for webmasters and internet copywriters to pull up their socks.
I have browsed through thousands of websites till date and still do. In fact, a large percentage of my work hours are spent in browsing and finding quality websites. But, I also come across some very inutile web pages. And based on my analysis of the copy on these websites, I have found that they can be categorized into three different categories.
Robo text
The internet is like a labyrinth and search engines are like the labyrinth key. Millions of internet users use them everyday to find what they are looking for in the gargantuan World Wide Web. For webmasters, it is the only free source of never ending passive traffic. So naturally, each and every website out there wants to be listed in search engine results pages. Search engines on the other hand are trying their best to ensure that only the best and most relevant websites get listed in results pages and the rest is filtered out easily
So they analyze a website on the basis of several parameters and the web copy is one of those parameters. Hence, each and every website tries to write copy that is optimized for search engines. The attempt is to make it easier for search engines to find and list the website. But, my friends, it is so easy to get carried away in the process and end up with ROBO copy on your page. (This isn’t the robots.txt file that we are discussing here) Robo Copy is copy written solely with the purpose of getting better search engine rankings. The very essence of the copy is to make it easier for spiders to scan and list it. But people using Robo copy forget that it is human users who read a web page and it can be a very jarred reading experience reading such a page. Here is a small example of Robo Copy.
Example: Why California SEO services are the best
‘California SEO services’ is a company that caters to the people of California. It can help you get your California business listed in top search engines. ‘California SEO services’ has helped hundreds of businesses in California to climb the Google ladder. If you are a California business looking to generate better sales and ROI, then come to ‘California SEO services’. We also cater to businesses outside California and inside California.
Got the gist? If search engines don’t penalize your site for using Robo Copy, audiences definitely will.
Mechanical Text
Next in line is mechanical text. Mechanical copy is not as worse a culprit as Robo Text. But it surely aint any better. Mechanical copy is informative but not many users are able to derive any information from it. Sounds difficult? Mechanical copy is copy that looks as if it was created by a machine or automated software. Now that might sound like too far fetched a concept but it is true. A lot of new writers looking for assignments try to impress clients and showcase their command over the language by using complex words and technical jargon that can put a geek to shame. And you can kiss your SEO goals goodbye with it. Not required. Copywriting for the web is about crafting a message that delivers tangible results. The user is least bothered about your language proficiency. All that matters to him is that his purpose of visit to the site is served.
Words that talk, move, amuse and persuade
A writer writing copy for the internet has to write with a clear and concise understanding of the target market, write with brevity and play with words. There is no room for banal copy on the internet. The content should talk to the reader. Readers love interactive copy and they respond. It’s about making them feel in command all the time – giving them complete authorial power.
We always love it when we receive a personalized email newsletter. One that says ‘Hey Stanley, it’s been a busy week…’ rather than one that says ‘Hi reader, we have just launched…’ The same stands true for web copy. There is no way to personalize copy for each and every user that lands on your website. But you can ensure that the copy is interesting enough to make most users read through it completely or visit the more profitable sections of your website. It is about building a relationship with the visitor within the few seconds that he/she spends on your website.
It’s about talking and listening and then talking again. Can your copy talk and listen?
