Personalise web copy

Wednesday, June 9th, 2010


Have a good read through your website. Does your copy use words like “you” and “your” when referring to clients, or is there a lot of “we” and “us”?

A common mistake made when writing copy is using company-focused language rather than customer-focused. The copy you use tells your potential client where your focus is – if you only talk about your business and ignore your reader’s needs and desires, you won’t achieve as high conversion rates.

When writing copy, address one reader at a time, not a group of readers. Personalise the text by talking about the customer’s needs, wants, frustrations and goals and ensure your services compliment that customer’s desires. Tell your visitors about the services you provide, your expertise and customer satisfaction, but do so in a way that makes your reader the centre of attention.

If you would like any assistance writing or editing your text, get in touch with us.

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Mark started in the Internet industry in 1994 working with one of Canterbury’s first Internet Service Providers. In 1997 Rocket launched New Zealand Tourism Online and then Avatar Web Promotions in 1998. New Zealand Tourism Online was sold to Telecom Yellow Pages in 2006. Mark enjoys meeting with Avatar’s clients and strategising winning Web solutions. When not at Avatar HQ, Mark’s into playing tennis, going on family camping trips and supporting the private space industry.

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