Online Copy 

The words you use and how you use them are telling your visitors where your focus is. If you want them to stay on your site, don't talk about you. Talk about them, their needs, their wants and how they can get those needs and wants satisfied.

Use the words your customers use. Listen to what they say and how they say it, then model your copy on their needs and concerns. You can't connect if you don't speak their language. Talk to everyone who interacts with your customers and hear how they phrase their own needs - sales staff and customer service staff.

The goal of good copy is to expose business value and articulate it in such a way that matters to the customer.

Great copy persuades the reader to take an action. Content must be clear, concise, vivid, compelling and strictly related to your product or service.

The Home page should contain 250-400 words approximately. Content should be long enough to cover the essentials but short enough to be interesting.

Content must address personas. Get important information in first. Keep paragraphs concise and small. Use a big enough font size. Avoid light type on a dark background.

Buying decisions are rationalised with facts, but ultimately are based upon emotions. For example, no one buys an electric drill because they want an electric drill. They buy one because they want holes: clean holes, deep holes, accurate fast holes, holes in different sizes, in different materials. They don't care what it is made of but they might care that it is lightweight, has an extra long cord and has a carry case.

Don't sell features: Sell Benefits.

Benefits are about people. Features are about things. If there's a feature, there's a benefit. When you begin to identify benefits, you begin to make relevant appeals to emotions. Follow this process to identify benefits:

Features - what products have. E.g. This application is able to handle multiple users concurrently.

Advantages - what features do. E.g. This application provides essential information in real time.

Befefits - what features mean. E.g. This information will allow your managers to keep their fingers on the company's financial pulse at all times.

Motives - what features satisfy. E.g. This feature will provide cost savings, control and efficiency.

List all the features of your product or servcice, including standard, technical, supportive, and abstract features. For each feature develop a subsequent list of relative advantages, then list benefits and finally, motives.

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