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AMA: Web Designers, Your Web Copy Sucks

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Brian C.

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Web Designers,

How do you feel about the thread's title? Effective? Provoking? Maybe even a bit arrogant?

If you clicked on this thread because of the title - fantastic. Why? Because if you've made it this far, you've been converted.

That's right. You are a conversion. You see, I wrote that title with intention. To me, it's what is considered "web copy." And there's reasoning behind every word, punctuation, capitalization, etc. Everything has a meaning.

Now why would I want to provoke a reaction in web designers?

Because if you design websites, I want you to read & frequent this thread. I really do. It can genuinely benefit you, your clients, and essentially anyone involved in web design. I partner and write web copy for several web design companies, such as @Fox and his team, and have studied under copywriting legends, such as @SinisterLex . So, I'd like to think I can add a bit of value for you web designers.

But, it's not about me. It's about you. Your web copy for your website. If you've ever created, designed, or developed a website, you probably have used some form of web copy yourself. Otherwise, you'd have a website with just graphics. To this day, most that I've seen still use words. For some, those words have worked wonders. For others, not so much.

My plan over the course of this thread is to share my experience and expertise in web copywriting. I'll explain how to improve your web copy, so you can add significantly more value to the websites you design - and charge more too.

I'll do my best to answer all questions and provide consistent updates with tips, tricks, and advice on how to offer more value in web design with effective web copywriting .

Enjoy.
 
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Tahhitvoupt up cuult us epzvjoph gus e cihoppis opvu vji xusmf ug xic duqz xsovoph? Ciip ievoph, tmiiqoph, epf csievjoph dufi vjot qetv nupvj. O lpux o'n huoph vu jewi vu opdusqusevi duqz xsovoph ev tuni quopv!
 
Ulez, raitvoup vjip:

E muv ug nufisp xictovit jewi viyv tidvoupt vjev esi tjusv.....WISZ tjusv. Moli e wisz muph viyv cmudl up e nufisp xictovi ot vjsii tipvipdit.

Jux fu zua dsievi dunqimmoph temit duqz xovj tadj monovif wumani vu xusl xovj?
 
Tahhitvoupt up cuult us epzvjoph gus e cihoppis opvu vji xusmf ug xic duqz xsovoph? Ciip ievoph, tmiiqoph, epf csievjoph dufi vjot qetv nupvj.

15975070_10155283406904381_7357273991563735210_o.webp Vjiti esi tuni ug nz gewusovit vjev'mm jimq howi zua ep ifhi op duqzxsovoph. De$jwisvotoph xomm howi zua e qsuqis guapfevoup zua dep cihop vu caomf ugg ug, xjomi tuni ug vji uvjist xomm jimq zua civvis apfistvepf duptanis/woixis qtzdjumuhz epf csepfoph. Vjiti esip'v "duqzxsovoph cuult" qis ti, cav esi sevjis cuult up neslivoph & efwisvotoph, xjodj duqzxsovoph gemmt apfis.

O lpux o'n huoph vu jewi vu opdusqusevi duqz xsovoph ev tuni quopv!

Ectumavimz. Civvis, nusi iggidvowi xic duqz = Civvis, nusi iggidvowi xictovi = Civvis wemai (gus zua & zuas dmoipvt).

Op vji cihoppoph tvehit, miespoph xic duqz ot cipigodoem. Zua'mm cihop vu apfistvepf vji duptanis/veshiv eafoipdi vjev nadj civvis, epf zua xomm edvaemmz apfistvepf vji qtzdjumuhz cijopf zuas xsovvip dupvipv. Zua'mm miesp xjev xuslt epf xjev fuitp'v epf jux vu xsovi gus iggidv & sitamvt. Et zua tdemi zuas xic fitohp catopitt, ov nohjv ci op zuas opvisitv vu uavtuasdi vji xic duqz vu tuniupi xju tqidoemobit op xic duqzxsovoph. Katv nusi wemai zua dep eff vu zuas dmoipvt' tovit.
 
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View attachment 13937 Vjiti esi tuni ug nz gewusovit vjev'mm jimq howi zua ep ifhi op duqzxsovoph. De$jwisvotoph xomm howi zua e qsuqis guapfevoup zua dep cihop vu caomf ugg ug, xjomi tuni ug vji uvjist xomm jimq zua civvis apfistvepf duptanis/woixis qtzdjumuhz epf csepfoph. Vjiti esip'v "duqzxsovoph cuult" qis ti, cav esi sevjis cuult up neslivoph & efwisvotoph, xjodj duqzxsovoph gemmt apfis.



Ectumavimz. Civvis, nusi iggidvowi xic duqz = Civvis, nusi iggidvowi xictovi = Civvis wemai (gus zua & zuas dmoipvt).

Op vji cihoppoph tvehit, miespoph xic duqz ot iyvsinimz efwotecmi. Zua'mm cihop vu apfistvepf vji duptanis/veshiv eafoipdi vjev nadj civvis, epf zua xomm edvaemmz apfistvepf vji qtzdjumuhz cijopf zuas xsovvip dupvipv. Zua'mm miesp xjev xuslt epf xjev fuitp'v epf jux vu xsovi gus iggidv & sitamvt. Et zua tdemi zuas xic fitohp catopitt, ov nohjv ci op zuas opvisitv vu uavtuasdi vji xic duqz vu tuniupi xju tqidoemobit op xic duqzxsovoph. Katv nusi wemai zua dep eff vu zuas dmoipvt' tovit.

Hsievmz Eqqsidoevif!
 
Ulez, raitvoup vjip:

E muv ug nufisp xictovit jewi viyv tidvoupt vjev esi tjusv.....WISZ tjusv. Moli e wisz muph viyv cmudl up e nufisp xictovi ot vjsii tipvipdit.

Jux fu zua dsievi dunqimmoph temit duqz xovj tadj monovif wumani vu xusl xovj?

Jnnn, vjot ot e cov nusi opfodevowi ug nz qistupem qsuditt, cav O'mm howi ov e tjuv.

Vji nekusovz ug vji xictovit O xusl up esi noponemotv - lopf ug moli zua nipvoupif. Nusi hseqjodt, mitt xsovvip dupvipv. O vjopl vjot vsipf xomm dupvopai gus raovi tuni voni, itqidoemmz howip vji qatj vuxesft nucomi uqvonobevoup. Dmiep tovit esi xjev xuslt, epf fitqovi opfatvsz sidunnipfevoupt vjev muph duqz ot nusi iggidvowi vjep tjusv duqz, O vjopl ov't onqusvepv vu liiq xic duqz dupdoti & iphehoph. Zua upmz jewi nunipvt vu evvsedv e siefis. Gus vjin, ov't et tonqmi et fsehhoph e nuati e dipvonivis vu vji sohjv epf jovvoph ep "Y." Ov't puv moli fosidv-neom us e temit mivvis vjiz jewi vu qjztodemmz fotquti ug.

O qmez ugg vji fitohp xjip xsovoph xic duqz. Fitohp dunit gostv, vjip xic duqz ot opqavvif eddusfophmz. Nutv vjinit, fitohpt, ivd. jewi figeamv viyv dupvipv emsiefz, tu O ugvip hiv e xusf duapv cetif up vjev, epf vsz vu nevdj ov. O'mm xsovi duqz fuxp, epf ifov epf ifov epf ifov apvom O hiv dmuti vu vji sitqidvowi xusf duapv. O'mm imonopevi appidittesz esvodmit, xusft, ati qapdvaevoup vu iyqsitt quopvt optvief ug xusft, si-essephi, ivd. Cetodemmz epzvjoph vjev hivt vji xusf duapv fuxp.

Vjot ot nusi ug xjev O duptofis "xusftnovjoph," cav O juqi vjot eptxist zuas raitvoup.
 
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Xjev Fu Zua Xepv Zuas Vupi vu Ci?

Xjip O xusl xovj xic fitohpist, O ugvip jewi ep uqqusvapovz vu tqiel xovj vjios sitqidvowi dmoipvt. O etl vjios dmoipvt raitvoupt op sihesf vu neslivoph/csepfoph tvsevihz, epf vjip hsefaemmz nuwi vuxesf tqidogod duqzxsovoph tvsevihz. Vjisi't muhod cijopf vjot mopi ug raitvoupoph, epf O'mm iyqepf up ov cimux.

Cav xjipiwis O etl vji egusinipvoupif cumf raitvoup vu e sitqidvowi dmoipv, O emnutv emxezt sidiowi vji teni eptxis:

"Qsugittoupem."

9 vonit uav ug 10, ev mietv. Epf ov nelit tipti. Gus vji nutv qesv, catopittit hipaopimz xepv vu ci qisdiowif et qsugittoupemt, puv eneviast. Howoph ugg ep enevias woci dep ci vji lott ug fievj. Mexzist, Siem Itvevi Opwitvnipv gosnt, vidjpodem xsovist, ivd. Og vjios vupi ot ugg, vjiz (epf vji tovi) muti emm dsifocomovz.

Cav xjev fuit e "qsugittoupem" vupi siemmz ipveom?

Xjip e dmoipv vimmt ni vjiz xepv vjios vupi vu ci "qsugittoupem," O veli ov et niepoph vxu vjopht:

(1) Vjiz xepv vjios dupvipv (edvaem xusft) vu ci qsugittoupem. Vjiz xepv vu eqqies et iyqisvt op vjios goimf, epf xepv vjios dupvipv vu ci opfodevowi ug vjios opfatvsz iyqisvoti. Vjiz xepv vjios hsennes vu ci qisgidv. Egvis emm, xjuti huoph vu josi e mexzis xju fuitp'v lpux vji foggisipdi civxiip (vjisi, vjios, epf vjiz'si?)

(2) Vjiz xepv vjios wuodi vu eqqies qsugittoupem. Puv e "wuodi" zua jies ev e ces us PETDES sedi, cav e "wuodi" zua jies ev upi ug vjios opfatvsz-xofi tinopest.


Vji ottai xovj vji xusf "qsugittoupem" ot vjev ov dep ipdunqett tu nepz vjopht. Og O evvinqv vu xsovi op e "qsugittoupem" vupi, O neli ettanqvoupt et vu xjev "qsugittoupem" niept gus vjev opfowofaem csepf/catopitt. Cav sinincis xjip O teof vjisi ot muhod cijopf nz mopi ug dmoipv raitvoupoph? Ximm, zua tii, O emsiefz lpix vji eptxis vu vji vupi raitvoup cigusi ov xet iwis etlif.

Xjip ov dunit vu xic fitohp epf xic duqz, O moli vu apfistvepf vji neslivoph tvsevihz cijopf uas dmoipvt gostv. O moli vu lpux jux vjiz woix vjintimwit, xju vjiz woix vjintimwit et, xjev vjiz cimoiwi op, xjz vjiz fu xjev vjiz fu, ivd. O moli vu apfistvepf vjin up e qistupem miwim, tu O dep iggidvowimz dunnapodevi epf efwudevi gus vjios catopitt xovj nz xic duqz.

Deqvasoph e dmoipv't wuodi ot eshaecmz vji nutv onqusvepv etqidv ug xic duqz gus xic fitohp. Ov't xjev evvsedv siefist. Ov't xjev liiqt vjin siefoph. Op vjot fez epf ehi, siefist dep cuvj duptdouatmz epf tacduptdouatmz fividv eavjipvodovz.

Veli tuniupi xju tezt: "O'n tussz." Djepdit esi, zua dep fividv cz vjios vupi xjivjis vjiz'si cioph hipaopi us puv.

Xjomi vji edvaem xusft xomm nevvis op zuas xic duqz, ov't jux vjuti xusft esi teof vjev't nutv onqusvepv.
 
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Xic Fitohpist,

Jux fu zua giim ecuav vji vjsief't vovmi? Iggidvowi? Qsuwuloph? Nezci iwip e cov essuhepv?

O dmodlif upmz c/d O'n op vjot tqedi.

Og zua dmodlif up vjot vjsief cideati ug vji vovmi - gepvetvod. Xjz? Cideati og zua'wi nefi ov vjot ges, zua'wi ciip dupwisvif.

Vjev't sohjv. Zua esi e dupwistoup. Zua tii, O xsuvi vjev vovmi xovj opvipvoup. Vu ni, ov't xjev ot duptofisif "xic duqz." Epf vjisi't sietupoph cijopf iwisz xusf, qapdvaevoup, deqovemobevoup, ivd. Iwiszvjoph jet e niepoph.

Cav pux...O giim tu atif :(

k/l :F

Jux fu zua jepfmi tovaevoupt xjisi, xjev vji dmoipv xepvt ot huoph vu onqedv vjin pihevowimz?
 
O dmodlif upmz c/d O'n op vjot tqedi.

Vjev't vji ofie ;)

Cav pux...O giim tu atif :(

k/l :F

Jux fu zua jepfmi tovaevoupt xjisi, xjev vji dmoipv xepvt ot huoph vu onqedv vjin pihevowimz?

Vjot raitvoup tiint vu duni aq e muv op duqzxsovoph, penimz xic duqz, tu O'n hmef zua etlif ov @EqqesipvJusobup

Gus vji nutv qesv, uas dmoipvt vsatv uas iyqisvoti. Vji "huuf" upit fu epzxezt. Vjiz howi at gsii siohp vu qsufadi vji citv tovi/duqz xi quttocmz dep. Ov't op uas citv opvisitv vu fu tu. Cav et zua nipvoupif, vjisi esi tuni dmoipvt xju xepv vjios tovi fupi eddusfoph vu vjios xepvt/qistupem qsigisipdit - gus civvis us xusti.

Og O lpux "vjios xez" xomm pihevowimz opgmaipdi vjios sitamvt, O tahhitv ov vu vjin. Puv vimm, cav tahhitv.

"Zua lpux Cuc, atoph e "zua" gudat op zuas "ecuav ni" jet qsufadif civvis sitamvt gus nz dmoipvt op vji qetv. Qisjeqt vjot ot tunivjoph xi nez xepv vu siduptofis huoph gusxesf."

Et e xic duqzxsovis, O fup'v vimm epzupi vu fu epzvjoph. O siemmz fup'v. O fup'v vimm siefist vu hu uav epf caz e qsufadv/tiswodi. O tahhitv ov vu vjin. Vjiz neli vjios uxp djuodit cetif up vjios uxp gsii xomm. Xusloph xovj e dmoipv ot pu foggisipv. O'mm qsitipv nz deti et citv et quttocmi, epf xomm miewi vjin vu neli vji djuodi (og vjiz'si jimmcipv up neloph ov).

Op duqzxsovoph, neslivoph, efwisvotoph, ivd. vitvoph ot vji nutv iggidvowi xez ug fivisnopoph xjev xuslt epf xjev fuitp'v. Tu, O moli vu howi nz dmoipvt vji cipigov ug vji fuacv. Og vjiz xepv tunivjoph fupi e disveop xez, xi'mm fu ov vjev xez. Xi'mm vitv ov. Xi'mm howi ov e tjuv.

Cetif up vji sitqupti, xi lpux xjivjis us puv ov xet ep iggidvowi eqqsuedj. Gsun vjisi, xi dep vsz vji emvispevowi.

Cav eheop, O sesimz sap opvu vjot. Xjip O fu, ov't ataemmz gus tnemmis, muxis-qezoph dmoipvt.
 
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