A Picture Is Not Always Worth a Thousand Words
There are certainly many occasions when a picture can explain a concept more easily than any amount or words. It is especially mystifying that some website pages purporting to offer "how-to" solutions contain only text, without a single illustration that would greatly simplify the explanation. Home pages of websites are another example where appropriate illustrations will greatly assist navigation to various topics or categories, especially if they offer a secondary means of selecting information, complementing a well-structured menu list.
Conversely, there is and will continue to be a need for effective written information. The question is, however, what is effective, what is superfluous waffle, what is meaningless shorthand and does bullet-point copy always work better than "long" copy?
The structure of information
The starting point for effective information is having a clear understanding of what each specifically defined user group is likely to be looking for and what is the simplest and most logical way of providing a path to this information. A logical structure will organise it into whatever best reflects the characteristics and information needs of the potential site users, letting each user "drill down" to whatever level of supplementary detail is relevant. The common practice of shoving all of the key information onto the home page simply does not work because few users will have the patience to read through it to find what is actually needed.
The structure and the most appropriate description of the content leads to a set of key words and phrases, assisted by appropriate page illustrations, each supported by "alt" tags to facilitate both human and search engine navigation.
Copy writing for beginners - not a good idea
Professional writers are rarely good engineers, architects, lawyers or widget manufacturers. Why is then that these and other business-types believe they can write effective copy? Or that junior, aged 21 having just completed a part time marketing course is now a communications professional?
No one likes to spend money for the wrong reasons but the cost of a professional writer is insignificant compared to the additional business well written site content can generate. However, there are writers and there are writers, so it is certainly wise to select one with relevant industry knowledge and the ability to phrase the writing in a style that suits the market. The key here is relevance. Someone too close to a particular industry can fall into the same trap as the business management, seeing the issues only from an insider's view, frequently in excessively technical terms, rather than as solutions needed by the prospective customer.
Writing styles
The style and tone of the writing are essential elements for effective communication. What will work in one category patently may not work in another and this especially true where the value propositions have not been sensibly defined. The style needs to reflect the mindset of the site user, not the writer.
It can difficult enough getting this right in a single-segment situation, but it is exponentially harder where the seller wants to communicate with a variety of user categories. In either case, it is best to map the user group profiles by characteristics, information-needs along with the value propositions that will be most meaningful. This frequently indicates, by default, the kinds of writing style and tone that will be most appropriate.
Getting this right will make all the difference between just having a website and creating a truly effective piece of communication. The latter enhances confidence in the site owner, as well as by implication, the products and services offered.
Alan Loveard is the director of ASPAC Consulting, specialising in Information Management and website content development. He offers decades of practical experience in consumer, industrial. marine and automotive marketing. His website is http://www.aspac-consulting.com.au/
Conversely, there is and will continue to be a need for effective written information. The question is, however, what is effective, what is superfluous waffle, what is meaningless shorthand and does bullet-point copy always work better than "long" copy?
The structure of information
The starting point for effective information is having a clear understanding of what each specifically defined user group is likely to be looking for and what is the simplest and most logical way of providing a path to this information. A logical structure will organise it into whatever best reflects the characteristics and information needs of the potential site users, letting each user "drill down" to whatever level of supplementary detail is relevant. The common practice of shoving all of the key information onto the home page simply does not work because few users will have the patience to read through it to find what is actually needed.
The structure and the most appropriate description of the content leads to a set of key words and phrases, assisted by appropriate page illustrations, each supported by "alt" tags to facilitate both human and search engine navigation.
Copy writing for beginners - not a good idea
Professional writers are rarely good engineers, architects, lawyers or widget manufacturers. Why is then that these and other business-types believe they can write effective copy? Or that junior, aged 21 having just completed a part time marketing course is now a communications professional?
No one likes to spend money for the wrong reasons but the cost of a professional writer is insignificant compared to the additional business well written site content can generate. However, there are writers and there are writers, so it is certainly wise to select one with relevant industry knowledge and the ability to phrase the writing in a style that suits the market. The key here is relevance. Someone too close to a particular industry can fall into the same trap as the business management, seeing the issues only from an insider's view, frequently in excessively technical terms, rather than as solutions needed by the prospective customer.
Writing styles
The style and tone of the writing are essential elements for effective communication. What will work in one category patently may not work in another and this especially true where the value propositions have not been sensibly defined. The style needs to reflect the mindset of the site user, not the writer.
It can difficult enough getting this right in a single-segment situation, but it is exponentially harder where the seller wants to communicate with a variety of user categories. In either case, it is best to map the user group profiles by characteristics, information-needs along with the value propositions that will be most meaningful. This frequently indicates, by default, the kinds of writing style and tone that will be most appropriate.
Getting this right will make all the difference between just having a website and creating a truly effective piece of communication. The latter enhances confidence in the site owner, as well as by implication, the products and services offered.
Alan Loveard is the director of ASPAC Consulting, specialising in Information Management and website content development. He offers decades of practical experience in consumer, industrial. marine and automotive marketing. His website is http://www.aspac-consulting.com.au/
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