Fill your readers with confidence - copywriting
Site visitors in general stay with you for as long as they feel assured that they will accomplish something in achieving their goal.
It's a down-to-earth truth, but important. For me, it helps describe some sites I know that achieve exceptionally well, but arrive on the scene quite amateur in their aim and architecture. Some shortcomings in advent and arrangement are amply rewarded for by the high level of confidence they inspire.
If the confidence of the visitor is so chief to the accomplishment of your site, that puts a lot of conscientiousness on the shoulders of the writer.
The author needs to make sure that visitors feel they are in the right place, that your site is the place where they can attain their goals. The home page needs to shout out, "Yes! You've come to the right place!"
And on each page, the visitor needs to find a link that says, "Yes! This is the best way forward. Click here to find what you're looking for!"
And the page the link takes them to has to say, "Yes! This is the next stage, the next step in implementation your task!"
The administer needs to be fluid, clear, noticeable - as clear-cut as spinning a page in a book, the text from one page flowing as you would expect into the communication of the next.
Easier said than done, for sure.
But while the copy on a site may not be the only way to build confidence, it is absolutely a key bit in building visitors feel they are in the right place, and on the way to achieving their goals.
Nick Usborne is a copywriter, author, amplifier and advocat of good writing. You can contact all his archived newsletter articles on copywriting and journalism for the web at his Excess Voice site. You'll find more articles and income on how to make money as a ad hoc author at his Freelance Inscription Success site.
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