Get to the Point - II

"What does your Web Copy say about you?"
Invest 60 seconds to your small business

According to Rick Sloboda, a senior copywriter with Webcopyplus, the words you use on your Web site should project the personality of your products, services and business. "They signify what you stand for and promise to deliver," he says.

As an example, Sloboda cites Web copy from three different auto companies, each of which uses language designed to reinforce the brand:

• Mercedes-Benz stresses luxury: "Enjoy bold, spirited styling with an air of sleek confidence."


• BMW is about performance: "Do bear in mind that 0-100 km/h in 5 seconds limits your chances of actually spotting the BMW M Coupe on the road."


• Volvo has a reputation for safety: "Preventative safety features like Dynamic Stability and Traction Control (DSTC) help you, the driver, avoid accidents by evading them."

So, how do you choose the right words?

• Focus on your strengths. Customers will respond to words that underscore the functional or emotional benefits of what you sell.


• Use an authentic vocabulary. Be true to your company's location and values.


• Give your employees a voice. Many businesses post employee photos on their Web sites—why not quote employees in your Web content? It adds a human touch, and touts your staff's expertise.

The Po!nt: "Make your words count—a confused customer equals a missed opportunity."