Web Copy Myth Busting

Have you ever wondered if your web site was really doing it's job?

Many of my clients struggle with this because a web site is usually one of their first pieces of, and often their only, marketing material. Many of them are confused by the information and advice about web site structure, design, and copy available to them.

Recently I've read a few articles suggesting that all web copy should be short and fact based.

I am here to tell you those articles are wrong. There are two reasons they are wrong.

The first is that there is never a "universally best" solution to business challenges - like marketing. The "best" solution is always the "best one for your unique situation" (many of you in the Organizational Behaviour consulting space will recognize this as the Contingency Approach to management). So the best copy-length and style for selling a commodity like software on a web site is very different than the best copy solution for selling expert professional services on a web site.

The second reason is that most people that are considering engaging a consulting firm use a consultant's web site in a very unique way. And short fact based copy does not serve their purposes.

The best way for me to address this is to explore what you are trying to achieve with the long-copy, emotive, and inspirational format I prescribe for a professional services web site.

Most consulting firms create a web site that is fact based - who they are, process, locations, client lists, proof of success. Notice that these are all things that a late stage buyer needs to hear. Facts.

These are important things but they are the right things at the wrong time.

Your typical web site visitor is an early stage buyer that needs to increase their understanding of a problem or situation (consciousness raising), then re-evaluate their situation with your assistance (visioning), and finally make some commitment to act - like e-mailing or calling you to discuss their situation. This commitment to act changes them from an early stage buyer to a late stage buyer. One that is worth your effort to spend some time with.

This process is not supported by a fact based, bullet-driven, web site.

Now - web copy length is important - but so is the quality and style of that copy.

You are basically trying to write a site that tells a story about a familiar yet poorly understood problem, and how your clients come to understand that problem and then fix it with your assistance. It's not about profiles of people, process, locations etc. It's about how lives and companies are better once clients have worked with you.

All that other stuff can be on there but it is in a minor supporting role. It is not the focus of the content.

Remember that your goal is not to try and close deals on a web site. A consultant's web site is simply a tool to motivate buyers to continue walking down the buying path - and to walk down that path with you.

If you'd like to read more just e-mail me at cal@beyondreferrals.com and I'll send you a few interesting links that explain this further.