I'm often asked by clients how to write web copy. This got me thinking, is there a way to approach web copy in a more prescriptive way? As any web writer will know, there's quite a few points to consider when writing for a client's website. Sometimes trying to think about everything and organise information in a logical sequence can block idea flow or worse, yield web copy which fails. When we think about web copy there's a natural reluctance to avoid formulas. To shy away from stepped thinking - maybe because we like to think of writing as purely creative. Truth is, even using a formulaic approach we can apply creativity. In fact, my next blog will consider just this, but for now let's talk methodology.

I've come up with 5 steps to writing web copy. At the very least they offer a way to get the process started - at best they'll give you a website which is geared to your customers. Each step takes the form of a question. Answering each of the questions about any product or service will give you the 'backbone' of your web copy - later we'll add some creativity.

Question 1.

What is the problem?

All sales are based on problem solving. It's that simple - if we know what the problem is and how our product or service solves this problem, we have a potential sale. Web copy must diagnose the target audience's problem - bear in mind, your audience may not even know they have a problem. It's your job as a web writer to make them recognise it - but be careful not to solve the problem too early. At this stage it's enough to highlight the problem and show your audience you understand their problem. Here, an old saying rings true - "...people don't care how much you know until they know how much you care."

Now, write down your target audience's problem - a few sentences will do.

Question 2.

Why Hasn't the Problem Been Solved?

The point to this question is simple. You want to build your audience's anticipation about the new solution you're about to reveal. In this sense it's about extending the problem scenario in question 1. To build the case for your product or service it can be useful to briefly look at the previous remedies or solutions that have been attempted but failed. This also demonstrates how you're clearly in tune with the audience.

So, write down the reason(s) why the problem continues, persists or lingers. How is it the problem hasn't been solved?

Question 3.

What is Possible?

This is where you set the stage for what life could be like - what could happen when your audience's problem has been solved. You'll notice again, we've resisted the temptation to start solving problems - we're still building the case. This step is really important, because it taps into human psychology. In particular, the belief when people start to visualise a better life, more profitable business or easier way to perform a task, they've passed a major hurdle preventing purchase.

So the better you can visualise the positive outcome the better. To help you, think of an example like selling pain killers specifically for back pain. It wouldn't be enough for the drug's web copy to describe its ability to relieve pain. Here, effective web copy would describe the pain free future - draw a picture of the activities now possible, the goals and achievements within reach.

Now, apply this to Question 3. Write down what's possible - paint a picture of the way things will be when your prospect's problems are solved. 

Question 4.

What Is Different Now?

Ok, for all you problems solvers out there, we're finally getting to the good bit. This is where you explain who you are and how your product or service can help. Most important here is to explain what's different about your offering - you'll need to slot in some information about your unique selling proposition. Without this, you may solve the problem, but there won't be anything separating you from the other companies who also do. 

Now, write a few sentences about what differentiates your product or service.

Question 5.

What Should You Do Now?

If you've answered the first four questions you'll know the answer to this one. Simply, you tell your readers/prospects what action you'd like them to take - that is, to sign up, pick up the phone, register, opt-in or buy the product or service you're selling.

Using this approach you can produce some good content and perhaps make some sales. It's simply a structure which can be used to get the ball rolling or as the basis for well polished web copy. In the next blog we'll take the structure and decorate it - show you how, with some creativity, web copy can be made more powerful, compelling and sales worthy.