If only effective web copy could be configured into a clairvoyant technology. It could intuitively read a site visitor's buying behavior and custom-fit the sales message to close the deal. Website development would become futile. Site navigation would have extrasensory features and perpetually evolve according to the visitor's preferences. Search engines like: Google, Yahoo and MSN would become ineffectual. But until technology reaches its pinnacle, effective web content requires human input. More importantly, web copy serves three crucial purposes:

> Boosts search engine rankings > Drives web site traffic > Converts visitors into clients or consumers

Online, words sell. From the tone, key word density, to the objective of the web copy, articulating a persuasive message to ensure sales conversions requires a thought provoking strategy. Starting with the tone of the web content, it's important to use a universal tone minced with an influential sales message. So, if the web copy were a spokesperson, it would be a cross between Jon Stewart and Donald Trump. Stewart's charismatic qualities blended with "the Donald's" marketability make for mass appeal.

Possessing many of the traits of a top-producer, marketable web copy influences buying behavior and includes an amalgamation of the following elements:

> Unique marketing proposition > Target Market specific content > Descriptive Key words and density > Stylized Web Content > Information value > Call-to-action

Unique Marketing Proposition

Failure to plan a unique proposition is a common marketing blunder. Many small-to-midsized businesses neglect to distinguish their offerings from the competition. Rather than develop a unique web site communique, there is a propensity to regurgitate the competitor's feeble online direct market strategy. Through competitive research, businesses can identify basic service features that are inadequately exploited.

For instance, cell phone providers market the accessibility of their network with any of the following propositions: fewest dropped calls and unlimited weekend minutes; but, not many mobile telecommunication companies market their customer service. With Sprint/Nextel's latest customer elimination, the customer support experience represents a unique marketing proposition.

Researching the opposition offers noteworthy insight into the development of a distinctive online strategy. When considering a viable market proposition, first consider basic questions or sales objectives that prevent your target market from taking action. Product guarantees, online security, certifications/licenses, confidentiality, exceptional customer support are different marketing propositions that can be used to distinguish one business from its contenders. Next, use the features to describe your company's offerings, add value and influence buying behavior.

Target Market Specific Web Copy

Who is the web copy's target audience? Is it intended for five-year olds, individuals with an eighth grade education or Harvard graduates? Web content should speak to the target market in their jargon tailored to their buying behavior.

B2B Web Copy Vs. B2C Web Content

Web content presented on a consumer site differs from the tone used to articulate a sales message for the business-to-business solution. For example, the way a sales clerk interacts with a customer varies substantially from the communication between a sales representative and a CEO. In example, it's acceptable to use an exclamation mark on a business-to-consumer (B2C) or retail site. However, on a business-to-business (B2B) site, the exclamation mark is unsuitable. An exclamation mark is tantamount to a sales professional yelling during a sales presentation.

Descriptive Key words and Density

Descriptive key words are an integral component of web content. Unlike print media where repetitive content is frowned upon, recurring key words attract search engine directories, add density and improve a site's search engine optimization qualities. When end users query a search engine, directories return results based on the content, key word density and other search engine optimization features of the web site.

Stylized, Formatted Web Content

Headlines and subtitles are like captions that convey the contents of a web page. Headlines should entice site traffic to read subsequent copy. On the Internet, subheadings make it easy for readers to skim blocks of copy for relative information. These stylization features are underused on the Internet but adequately applied in print. Formatted copy (such as bold, bulleted and linked text) highlights key elements of the web page. It's also an ideal medium for attracting search engine spiders or bots too.

Unique Information Value

Distinctive web copy fortifies brand identities and creates an indelible impression On the Internet, more people than not are researching information. As a result, fresh, crisp content stands apart from competitive sites and leverages the credibility of the sales message. Not to mention, search engines prefer unique web content.

By Holly Bentz