{"product_id":"2940014828475","title":"Copywriting For The Web - Basics","description":"Here is what you will learn inside this guide....\u003cbr\u003e\u003cbr\u003e\u003cbr\u003eCopywriting requires a plan??? Yep, it's true, writing efficient copy means that you need to accomplish some research and understand your visitors' needs...we'll tell you what research works, and how to use it to your advantage. \u003cbr\u003e\u003cbr\u003e   \u003cbr\u003eWhat exactly is a headline designed for, and what should it say? The real trick here isn't always what you do say, but also what you don't. Your headline is the MOST important part of any copywriting...messing this one up will leave you with disappointing results. \u003cbr\u003e\u003cbr\u003e   \u003cbr\u003eThe look of your text links makes a difference? Get this: Trying to be too professional looking may actually be bad for your site...and you'll find out why this is especially true when it comes to text links! \u003cbr\u003e\u003cbr\u003e   \u003cbr\u003eFocus on what you offer? Nope! A common mistake with copy on the internet is that people often want to describe their product or services details...but there's something more important you should be trying to portray... \u003cbr\u003eAlthough many people seem to think that writing\u003cbr\u003eeffective copy for the web is easy, it isn’t. So\u003cbr\u003eif you want to ensure that your readers and your\u003cbr\u003ecustomers understand how your website works and\u003cbr\u003ewhat it can do for them, you need to produce good\u003cbr\u003ecopywriting for it.\u003cbr\u003eIn this book, we will look at the basics of\u003cbr\u003eproducing good copywriting for the web. But before\u003cbr\u003ewe start there are a number of things that you\u003cbr\u003eshould remember.\u003cbr\u003eFirst, people do not read a website in the same way\u003cbr\u003ethat they would read printed material. In fact,\u003cbr\u003ethere are three characteristics which affect how a\u003cbr\u003eweb user will react to the online content of a\u003cbr\u003esite.\u003cbr\u003eIt is important to remember that web users are\u003cbr\u003eactive, not passive. So if they can not find a\u003cbr\u003ereason for staying on a site, then they will leave\u003cbr\u003eit. Sometimes a person will leave 15 seconds after\u003cbr\u003ethey have actually gotten there. So if your text\u003cbr\u003eis too long, then they are less likely to read it.\u003cbr\u003eSo if you want a web user to believe what you have\u003cbr\u003eto say, you must be able to back up the hype.\u003cbr\u003eIn order for any web copy to be effective, it must\u003cbr\u003etake into account the characteristics mentioned\u003cbr\u003eabove.\u003cbr\u003eWhat is most important of all when looking at\u003cbr\u003ecopywriting for the web, is not to underestimate\u003cbr\u003ethe importance of the basics. If you just jump\u003cbr\u003estraight into it you may find yourself in trouble,\u003cbr\u003eand your site not being as effective as it should\u003cbr\u003ebe.\u003cbr\u003eChapter 1 –\u003cbr\u003eWhy Writing Copy for the Web\u003cbr\u003eis Different\u003cbr\u003eOne of the most important reasons as to why\u003cbr\u003ecopywriting for the web is different is that the\u003cbr\u003emindset of those who are going to be reading is\u003cbr\u003edifferent.\u003cbr\u003eMore often than not, most web pages will be found\u003cbr\u003evia a search engine. This is very significant, as\u003cbr\u003eit means that the person reading your site has been\u003cbr\u003elooking either for you or someone like you. So\u003cbr\u003ethat puts them in control. This is because they\u003cbr\u003ewill be focused on finding a particular product,\u003cbr\u003eservice or piece of information.\u003cbr\u003eSo anyone visiting your site for the first time and\u003cbr\u003ehas found it via a search engine will have a few\u003cbr\u003equestions in mind. “Have I come to the right\u003cbr\u003eplace?” also “Will I find what I’m looking for at\u003cbr\u003ethis page or site?” Finally, they would be asking\u003cbr\u003ethemselves “Do I feel able that I can complete the\u003cbr\u003etask at this point?”\u003cbr\u003eSo what is vital is that you answer these questions\u003cbr\u003ein both your headline, and any sub-headlines you\u003cbr\u003emay have. It needs to be able to secure a response\u003cbr\u003efrom this first time visitor immediately.\u003cbr\u003eIn order for this to happen, your writing needs to\u003cbr\u003eprovide answers so that the visitor knows exactly\u003cbr\u003ewhat they are looking for.\u003cbr\u003eWhat is important when writing any copy for the web\u003cbr\u003eis that you reassure any visitors that they are in\u003cbr\u003ethe right place, and that they should continue to\u003cbr\u003eread on.\u003cbr\u003eChapter 2 –\u003cbr\u003eVisitors Are Important to You\u003cbr\u003eIf you fail to plan, then you are likely to fail in\u003cbr\u003eyour endeavor of producing great copy. If you wish\u003cbr\u003eto achieve your goals, it is important to gather\u003cbr\u003eall the facts.\u003cbr\u003eFirst, you should anticipate the users’ of your\u003cbr\u003esites questions. Normally, there are four\u003cbr\u003equestions that a user will have that will need to\u003cbr\u003ebe answered.\u003cbr\u003e1. What am I doing here?\u003cbr\u003e2. How do I do it?\u003cbr\u003e3. What is in it for me?\u003cbr\u003e4. Where do I go from here?\u003cbr\u003eSo if your site’s design and navigation can not\u003cbr\u003eprovide an obvious answer to these questions, then\u003cbr\u003eyou should look at using copy in order to explain\u003cbr\u003ethem. It is important that the answers to these\u003cbr\u003equestions should be obvious to all your users, and\u003cbr\u003enot just those visiting your site for the first\u003cbr\u003etime...","brand":"99 \u0026cent; eStore, save to buy more","offers":[{"title":"Default Title","offer_id":47146163503344,"sku":"2940014828475","price":0.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/2940014828475_p0.jpg?v=1763616310","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/2940014828475","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}