Writing Ad Copy For An Ecommerce Website

Putting together text for a website can be an arduous process

. Even going through several drafts doesn't guarantee a perfect result. But it doesn't take an English major or a marketing expert to put together effective copy. Here are some things to consider:

Start With an Outline. Don't dive in head first. Take some time to plan out what you're going to do and what you hope to accomplish. Include any points you want to be sure you cover, and where in the copy you plan to cover them. There's no reason for you to have to throw something together at the last minute.

Change Up Sentence Length. Be sure to mix in longer sentences with shorter sentences. This will help to keep readers interested. If you look at the page and notice all your periods (i.e. the ends of your sentences) are showing up in regular patterns, your sentences are likely not varying enough in length.

Have a Proper Order. Your copy should have a beginning, middle, and end. There should be a natural flow within each sentence, paragraph, page, and throughout the whole website. This creates a natural desire to keep reading and will keep your customers on your site.

Use Active Voice. There are plenty of websites out there which will thoroughly explain what active voice is. You can spend hours reading through those sites, or you can remember S.V.O. - Subject, Verb, Object. You (subject) should write (verb) every sentence (object) with the subject, verb, and object in successive order.

Use Powerful Verbs. Active words will help keep the customers reading. When discussing the benefits of a product and the solutions it provides, using strong verbs will help get the point across. Focus on the unique properties your product or service has.

Avoid Meaningless Words. Words like very, pretty, actually, generally, and other modifiers add nothing to your text. According to William Strunk, Jr. and E. B. White - authors of The Elements of Style - useless modifiers and qualifiers "are the leeches that infest the pond of prose, sucking the blood of words."

Rewrite, and Then Rewrite Again. Never stop rewriting your copy. By continually improving the text on your website, you'll be able to continually improve the site's performance. After making a change, if performance improves, keep the change; if it doesn't, change it back.

The text on a website is one of the most prominent aspects of a website, which it why it's important to take the time to create effective and efficient copy. Doing so can make a big difference to your bottom line.

by: Jacque Crook

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