When it comes to covering a breaking news story, no reporter starts typing up their news without gathering information on the five Ws – Who, What, Where, Why and When. This formula means that reporters can make sure they have every fact needed to write up a sensational (or at least very accurate) story. When it comes to creating website content the same principles can be covered, especially if you want to keep your website short and to the point (which is of course the idea in website copywriting). The next time you’re creating new website content for a blog, homepage, article or any other online content use the five Ws as a checklist.

Who

‘Who’ covers both who your website visitors are and who you are as a company. Your website visitors are the most important element of your website as without them there’s no point in your business being online. You should find out exactly who your visitors are and write your copy with them in mind. Your copy should also project the people behind the business too so your personality comes through the copy and engages with your visitors.

What

What is the point of the website copywriting you are creating? What’s the main message? By focusing on the key point in every piece of website copy you create you’ll be able to clearly show your visitors what you offer and how it can benefit them.

Where

Tell your visitors where they can find more information and how to get in touch with you. All websites should have a Contact Us page which features your real address, your telephone number and email address. You should also include a call to action on each page as well as links to guide your visitors through your website so they know where to go and what to do next.

Why

Why should your visitors use your company over your competitors? What can you offer them that no other company can? Ensuring the main benefits of your product or service are clearly described in your website copywriting will mean that your readers will know exactly why they should choose your company.

When

‘When’ can be applied to special offers you are running as an incentive to make your visitors act quickly to benefit from a reduced price or free gift for example. You want people to buy from you or make an enquiry as soon as possible which is why most ecommerce websites feature ‘Buy Now’ buttons. Adding a sense of urgency in your website content means that you are more likely to receive an enquiry or make a sale.

Make sure you get to the point in your website copywriting and apply the 5 Ws to every piece of website content you create.

When you start a new business, defining your brand can end up being a permanent fixture on your ‘to do list’. With competition online being so high, you have to make sure that you’re certain what your brand is before you start your marketing campaign. This will save you time and a lot of money further down the line. Think about yourself for a moment. What would your brand be if you were a product? How do you see yourself? How do you want other people to see you?

The same questions can be asked when you’re building your business brand.

• What age would your brand be?
• What interests would your brand have?
• What type of friends would your brand have?
• What would make your brand laugh?
• What music would your brand like?

You need to be honest about your brand. If you try to make your brand something your business is not, then people will see through you. Everyone has seen the companies who brand themselves as ‘wacky’ or ‘crazy’ but have a bored-sounding receptionist or a dull website.  

By personifying your brand you can begin to see exactly what tone of voice your brand has, which makes online copywriting a whole lot easier. Online copywriting for your web content can really bring your brand to life and make it stand out as being true, honest and entertaining.

Online copywriting can make your brand believable – contact Pure Ink Creative  on 0114 2580393 to bring your brand to life.