Images ruled the brand positioning stakes in offline marketing campaigns and this led to the often used term,” a picture is worth a thousand words”. The bigger the image, the greater the size of the company’s operations – from a budget perspective this is the common assumption, largely because print media is sold in centimetres squared.

 

Big budgets got the exclusive deals and top celebrity faces on the pictures. The web changed this dramatically. In fact, the web has been a great leveler of marketing spends. The web promotes satisfying customer needs and allows a larger range of businesses to compete on an even playing field. Images remain key to consumer conversions but online it doesn’t take the top celebrity shot to do it.

The Web reality
Online the consumer is the undisputed king and there are no monopolies thanks to the growing hyper competition in almost all business domains. Irrespective of the size of the company in the offline world, in the online medium it is regarded as smaller than the status of the customer. On the web, thanks to the success of innovation led brand positioning tactics, even small businesses can kill bigger competition with smart customer convenience processes. As people use words to search online and the Search Engines read words and not images, it is these customer focused key words and phrases that bring the site and other web promotions closer to the prospective customer. Writing effective web copy which is both search engine friendly and yet clearly relates the right product message to the consumer is an art in its own right. The web copy needs to have the optimum number of the popular key words and phrases related to the business offering and they need to be subtly weaved into the fabric of your web pages as this is critical to winning the web battle for consumers’ purse.

Friendly web copy
A strong web presence is a strong complement to many companies’ sales efforts. Effective web copy includes writing logically appealing web content, without using too many forceful terms, as this may be overkill and off putting to the consumer. An important web copywriting best practice is to ensure that the copy is attractive to read and efficiently addresses key customer challenges and needs without overuse of technical jargon. The web copy should also reflect the prevailing terminology and terms that could be popular across different age groups. As people in different regions have varied cultural sensitivities and legalities, sensationalism should be strictly avoided.

Contact ROI to see how we can help you with your Web copyrighting requirements.