Rapella has a good point about people not reading websites. Many people tend to ‘skim read’ which is a completely different kettle of fish.

So, you need to make sure the main selling points are visible and loud, so skim readers can pick them up. However, you also need to make sure the copy is compelling and deep for the people who will take an active interest and read right through. Such people are out there and are usually the most likely to buy.

There is definitely a problem on the web of everyone thinking they can write. And in many cases that’s nice, because people should get involved and contribute to the web, but businesses should be careful with copy.
I think part of the problem is that businesses don’t value websites enough, and don’t allocate enough funds to make their websites powerful business tools.
Of course, many businesses become disenchanted with the web because they get little return from it – but that’s probably because they’ve spent the bare minimum on their website, and neglected things like design, copy and photography.
Leif

People know when they can’t draw, but they all think they can write. Especially after the two week module in their marketing course.

I’ve had teachers ask me to pass them work to ‘earn a bit extra-I used to write for the student mag, you know’.

And then there are the journalists who *know* they can write copy, but are equally sure copywriters shouldn’t be allowed near newspapers.

Sorry, 30 years at the ink-face can make you bitter!

I totally agree that web users typically don’t read everything you put in front of them. Copywriters need to understand that and write content that can be easily digested – with key points inserted in conspicuous areas (headlines, different formatting).

Having said that, I think the web makes readers and writers of all of us, perhaps more than pre-internet times.

The web provides far more opportunities for interaction than traditional print or broadcast media. We may all be skim-reading on the web but we’re more involved in creating media and interacting with it. So I think people will be reading (and writing) for a little while yet.

Alas, people don’t read websites – copywriters need to invent or devise copy for non-readers.

Saluti