Copywriting for the Internet Age.

• Author: COTRISS, DAVID

The graphics on your Web site may grab the attention of potential customers, but the text us ultimately what captures your readers' interest in your product or service.

You've no doubt seen them in the physical world: words written to persuade you to fork over your money. They're everywhere--on TV, in newspapers and magazines, in catalogs, on the radio, on billboards along the highway, posted on bulletin boards, even at ATM machines and on the supermarket floor. And if you've been on the Internet at all, you've no doubt seen them there, too. It is only natural that the Internet, our newest medium, has become a place to sell products and services--and there's no sign of stopping anytime soon.

As you may realize, much of what's on the Net is garbage. Unfortunately, many people selling online have little knowledge of how to write copy that sells what they're peddling. Poor sales copy exists online for the same reasons it exists off-line: Either the sellers don't have adequate knowledge of how to write sales copy or they lack adequate budgets to hire those who do. They may not even realize how improved copy could increase their sales.

You may be wondering how Web copy differs from traditional print or broadcast copy. It's true, in fact, that many of the rules for writing traditional copy apply to writing for the Web as well. One of the key areas this applies to is personalization. While there are millions of Web surfers, just as there are millions of radio and TV listeners/viewers, you shouldn't think of them this way. You're really talking one on one--to one person at a time. Treating your prospects as "needles in the haystack" is a sure way to poor sales.

Use lots of "you's" and few "I's" in your copy. Focus on what you can do for the potential client. Nowhere is personalization more important than in the cold and crowded world of cyberspace. And nowhere is it easier to be personal than in the immediate and direct nature of the Internet.

Another key similarity between traditional copy and Web copy is in the use of headlines. Just as in off-line ads and sales material, you should make generous use of heads and subheads on your Web site. They should contain key benefits (what you can do for the customer), whether it's saving time, saving money, making life easier, more fun, etc. Your first home page should start with a large, bold headline containing the key benefit you can provide. Of course, each page of your site should also start with a...