Writing Internet advertising copy is not the same as writing copy for other advertising mediums.
Poor advertising copy has a negative effect on Internet traffic and sales.
Whilst great advertising copy, can produce massive increases in traffic and huge leaps in online sales.
This is because writing for the Internet is all part of the search engine optimisation process. It is a matter of finding the balance between writing copy that the search engines will like, whilst writing great, attention grabbing headlines.
When someone visits your website - you have 30 seconds to grab their attention. If you are reading this, we have done our job in two respects.
First, you found us through the search engines and second, something on this page grabbed your attention.
Unlike other forms of advertising copy, when you are writing for the Internet, your headline grabbers have to achieve two things. You need headlines that are going to make visitors spring into action but written in a format that the search engines will like.
There is no point in writing great advertising copy if no one ever visits your website.
VISITORS RESPOND TO SUCCINCT, PERSUASIVE COPY.
However, the search engines like lots of content and this is where the problems arise.
If you have a website that gets lots of traffic but poor online sales, tampering with the content can prove disastrous and should be left to expert search engine optimisers.
On the other hand, your advertising copy might be excellent but your website is not built for the search engines. In which case, you need the services of a website designer who understand the search engines.
It is as simple as that.
Writing Internet advertising copy requires thought, imagination and a thorough understanding of the search engines.
It won't work if your website is not built for the search engines, is not optimised correctly or the information stored on your website cannot be accessed by the search engines. This can be caused by any number of reasons.