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  • Unlocking the Power of your Web Site!
    By Charlene Rashkow, Writing Stylist Copyright2003

  • Did you know that each and every month over 1,000,000 new web sites make their appearance on the Internet? Day by day new sites emerge, enthusiastically sharing their wares, their services and their gifts, yet most have little or no idea how to unlock the power lying dormant in their web sites.

    As a matter of fact, there are many newcomers to the web who actually think that once a web site is presented online, all they have to do is sit back, relax and wait for the dollars. In contrast, those who've been online for a while know that quick and easy isn't the way of the web. If it were, everyone on the Internet would be successful and wealthy.

    So when it comes right down to it, the question is, why do some web sites reap huge benefits while others just get lost in the shuffle? Do some web masters have a secret few of us are aware of or a trick that most of us have overlooked? Actually, there are no tricks to unlocking the power of your website, but simply the obvious, which is that words make all the difference. Accordingly, when communicating via the web, the only way to get the most out of your site is not merely by what you have to say but how you say it.

    What's Behind Every Well Written Message?

    If you carefully observe various forms of effective communication, you will note that behind every well-written message, there is a request for access into someone's head, heart or wallet but it's done in a way that reaches the emotions. The message says, "I have something that you want or need and you can hardly wait to get it." Consequently, when the words you use are persuasive, someone hears what you have to say, buys your product or uses your services. However, if your service or product isn't genuine or credible, it won't be long before people realize you have very little to offer. So to get it right, you have to use a combination of dynamic words, a professional looking site plus integrity. The most important point to consider is that effective copy sells without selling.

    Getting Your Potential Clients to Take Action!

    Basically, your communication whether presented in a letter or conveyed on a web site must hold a specific tone. Behind the words there should be a message that appeals greatly to the senses, which encourages visitors to buy. Sometimes the presenter has so much confidence in his or her product or service, the underlying attitude of the messenger comes through loud and clear. Other times the message is so well written that you can barely keep yourself from ordering. It just feels right to buy. All told, in order to motivate potential clients to take action, your message must be transmitted in such a way so that in addition to offering something valuable, the site conveys sincerity and credibility. Of course the style of your site, the graphics and the layout are all very necessary, but to make sure the site has impact, it must contain dynamic verbiage with a strong underlying message to take action.

    Tips for Unlocking the Power of your Website!

    The best way to consider web-based documents might be by comparing them to advertisements. Good commercial advertisements and announcements often take creative license with words in an effort to have impact and appeal. The same holds true of a web site, which means that while the sentence structure may not always be perfect, the verbiage must be appealing to the ear as well as attractive to the eye of the reader.

    As you prepare to put your site online or if you're in the process of revamping your site, here are a few significant points to consider for unlocking the power of your website:

    1) Writing is subjective which means some people will love what you have to say while others are just waiting around for an opportunity to criticize. Be concerned only with getting your intended audience to hear and enjoy what you have to say.

    2) For web site writing, less is more. The attention span of most visitors is limited so make it easy and quick for visitors to find what they want. To have impact, web content should have about half of the word count of its paper equivalent

    3) No one specific web site will meet the needs or the appetites of everyone, therefore you'd be wise to choose a specific target audience and focus your attention on that group of individuals.

    4) Share your information in a way that teaches something, inspires someone or presents your product in an exciting, innovative way. If your copy is about ho-hum information, you'll lose the reader before they begin.

    5) Nothing on the web is static which means change is both common and necessary. Therefore, be willing to progress by changing the content on your site periodically. If you prefer not changing the content, add a newsletter or an article.

    6) Make sure that somewhere in your copy, you encourage readers to take action. If you want your audience to contact you, include easily found contact information. If you want them to use your services, make it easy to buy or inquire. Ask for what you want.

    7) If your site is about a project, product or special endeavor, instill passion and enthusiasm in your copy. If you're not excited, how can you expect someone else to feel excited about your product?

    8) Make your site easy to scan. Since most web readers scan pages rather than reading through word by word, highlight the important points by using headings and bulleted points for emphasis. Make it easy to go from page to page.

    When unlocking the power of your website, bear in mind that you may have a magnificent site but without excellent content your site will have little impact on the web. Some people pay a fortune to have sites created with over the top presentations, yet they neglect or ignore the copy. In truth all that showy, glitzy stuff will be of very little consequence without meaningful content. Besides, the majority of the people on the web are seeking information, valuable products or great services. They may be impressed for a moment with flamboyant graphics but when all is said and done, they are primarily interested in an easy to read, beneficial site that offers something of value.

    About the Author:

    Charlene Rashkow founder of All Your Writing Needs brings 15 years of experience as a Writing Stylist and Author to her creative efforts as a freelance business writer/consultant. She has successfully helped companies and individuals reach their objectives by writing outstanding press releases, web site content, bios, articles of interest, business plans, resumes, and all other forms of written material. Contact Charlene at

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