How to Turn Web-Skeptics into Devoted Followers

Anyone attempting to create an effective web presence with a quality that can only be termed “stickability” has learned the importance of hiring writers who understand what makes for good copy. Writing for blogs and web sites is far different than writing a term paper or a technical manual. While not rocket scientists, good website content writers are a class apart from people who simply type fast and know a lot of big words. The skill of an exceptional content writer is found in his or her unique ability to attract the attention of today’s web-skeptic and turn them into believers. I’ll explain the skeptic part shortly. Really good website content writers have mastered two mandatory rules of web content writing.

They Understand Web-Skeptics

People who use the internet on a regular basis don’t intend to believe or even read everything they find there. They find your site because they are looking for something specific. Reading on a computer screen takes longer than reading a printed document so remember the 50% rule – "a person will tolerate only half the copy on the web that they would have on the printed page". Content writing demands a writer effectively present what you want presented with an economy of words.

Jabob Nielson, a usability expert did a study in which he found almost 80% or web readers scan web content rather than read it word by word. This why a good content writer knows the value web road signs such as:

  • Highlighted text
  • Carefully used bolds and underlines
  • Sub-headings
  • You guessed it – Bullets

Not everyone can compress your business plan or organizational directives into copy that turns web-skeptics into repeat visitors devoted to your site but they are out there.

They Understand the Trust Factor

People are skeptical by nature and the web can turn even the most trusting of souls into a cynic. It is filled with poorly constructed content, outrageous claims, and bouncing graphics vying for everyone’s attention. The average internet reader allows themselves between 2 and 3 seconds to decide whether a web page they are viewing seems useful or not. Some questions a wise content writer has to answer quickly for the web reader include:

  • Do I have time to read this?
  • Am I going to learn anything of value here?
  • Could I find the same information somewhere else easier?

Internet readers are like four year olds (including this writer); we want what we want when we want it. When hiring writers for your site, look at examples they send you and examine how quickly they grab your attention. Do they write with an active and engaging voice? Do they reflect the credibility you want your site and business to convey? There is a big difference in powerful and exaggerated writing. Overuse of clichés, business jargon, and inflated claims will send more visitors packing and off to some other cyber-destination than you can imagine.

As you look for writers to construct the content of your site make sure they demonstrate they follow these two basic rules and compensate them accordingly.