The Whole Ball of Wax on What NOT To Do With Your Web Copy

A Big Ball of Wax
A Big Ball of Wax

In writing this article I started researching the meaning of A Whole Ball of Wax and I found this photo. I hope you’ll find it funny in a Monty-Python-sort-of-way. I can’t even be sure that’s wax.

So moving on to the reason for this article, one of the ways I feel I am extremely helpful to my internet marketing clients is ensuring every site we build has effective web copy. (That’s keyword rich copy.)

The information I’m giving you here isn’t just my advice. These points are agreed on by many/most internet marketers. (With the exception of the item on “hype”.)

Thanks to research done via blind tests, I know what works and doesn’t work online. Corporate marketers with large mailing lists have been able to send the same product or service out with different sales copy and see which people respond to best.

  1. Don’t use long sentences and paragraphs. I create text for my clients that draws visitors in and flows. Once they start reading they just keep going. There are no unusual words or long complicated sentences to distract them. The ideas might be complex, but I break everything down so they can be grasped easily. If I must use a specialized term, I explain it right away. In writing for the Web, short sentences and short paragraphs is one secret to making your copy highly readable and keeping readers reading effortlessly.
  2. Don’t use hype. Hype is everywhere. It’s probably what gives marketing a bad name, and why some people don’t want to be associated with marketing. Don’t use hype to sell your services. “10 Easy Strategies To Make More Money With Your Web Site” is better than “Make Millions Effortlessly On The Internet.”  On the Web what works best is a congenial, friendly, and direct voice. Hype does not fit with an expensive service. Instead, you want people to trust you and believe in your expertise.
  3. Don’t forget the testimonials. I write about testimonials all the time because so many people forget them. Aim to have around 5 testimonials on your site. If people are interested in what you’re offering, reading a few glowing testimonials can cement their confidence in you and your service. If you need ideas on how to get or write testimonials, you can look at some of the articles on our site.
  4. Don’t talk about the process up front. First, talk about results.  There’s a place to talk about the process, but it’s usually pretty far along in the presentation. You can include that information on your Web site. But first talk about results:  what solutions do you offer and what results do your clients get?
  5. Don’t have copy that is too short. Having only a paragraph or a few bullet points is the real evil here. Your Web site is your main marketing vehicle and your window on the world. If the copy is skimpy it looks like you have no energy, little commitment and little to offer.
  6. Don’t make your copy too long. This problem is less common. I prefer copy that is concise and a page or 1.5 pages long per section. I love to read, but I’m busy. I like clarity and focus.  I don’t want to wade around to find the important stuff:  I want you to do that for me. So I think it shows good organization and a commitment to good communication to hit the main points in well under 2 pages. Most people don’t want to keep scrolling down.
  7. Don’t forget to tell people what to expect when they call. It’s common knowledge that it’s a good idea to put your contact information on every page of your site. The next thing is to tell people what will happen when they call you. This can go on the Contact page or the How We Work page. Do you have questions for your clients? Do you first speak by phone or do you meet them in person? Giving people this information makes it much easier for them to call you.
  8. Don’t use a hard-to-read font, print white on black, or fill the entire width of the screen with your copy. You want people to read your copy because it will sell them on your service. The entire width of the screen is too hard to scan. The width you see here is about right. Often people, including Web designers, pick a width that is too wide and impedes reading.

Got a couple more important points on what NOT to do with your web copy coming up in future issues. Those are—Don’t talk about yourself first and Don’t use jargon or unusual words.

__________________________

Karen Nierlich
Karen Nierlich

When not researching the origin of obscure sayings like a “Whole Ball of Wax,” Karen and her partner Tod lead the Internet Marketing Firm Full Orbit Web and Marketing. They work with independent businesses who want to grow their business 10, 50 even 100% using the power of the internet. Let me know if this photo is humorous, repulsive or something else to you? I’m formulating a future article on the selection of photos for blog posts.

134 thoughts on “The Whole Ball of Wax on What NOT To Do With Your Web Copy”

  1. I’m impressed, I must say. Really not often do I encounter a blog that’s both educative and entertaining, and let me let you know, you’ve gotten hit the nail on the head. Your thought is outstanding; the issue is something that not sufficient individuals are speaking intelligently about. I am very completely happy that I stumbled across this in my search for something relating to this.

  2. Nice post. I be taught something more difficult on totally different blogs everyday. It can always be stimulating to read content material from different writers and practice slightly one thing from their store. I’d prefer to make use of some with the content material on my blog whether you don’t mind. Natually I’ll offer you a link in your net blog. Thanks for sharing.

  3. What’s Happening i am new to this, I stumbled upon this I’ve found It positively helpful and it has aided me out loads. I hope to contribute & aid other users like its helped me. Great job.

  4. Wonderful items from you, man. I have take into account
    your stuff prior to and you’re just extremely fantastic.

    I really like what you have got here, certainly like what you’re saying
    and the best way through which you assert it.
    You are making it enjoyable and you continue to care
    for to keep it smart. I cant wait to read much more
    from you. That is really a great website.

  5. I’ve been surfing online more than three hours today, yet I never found any interesting article like yours. It is pretty worth enough for me. In my opinion, if all site owners and bloggers made good content as you did, the web will be a lot more useful than ever before.

  6. certainly like your web site however you have to check the spelling on several of your posts. Several of them are rife with spelling problems and I find it very bothersome to tell the reality however I will certainly come again again.

  7. I am really impressed together with your writing talents as neatly as with the structure to your
    weblog. Is this a paid topic or did you customize it yourself?
    Either way keep up the excellent quality writing, it’s rare to see a great weblog like this one today..

  8. I’m really enjoying the theme/design of your site.

    Do you ever run into any web browser compatibility issues?
    A few of my blog readers have complained about my site not operating correctly in Explorer but looks great
    in Opera. Do you have any solutions to help fix this issue?

  9. Have you ever considered about including a little bit
    more than just your articles? I mean, what you say is important and everything.
    But imagine if you added some great pictures or
    videos to give your posts more, “pop”! Your
    content is excellent but with images and video clips,
    this website could undeniably be one of the best in its field.
    Amazing blog!

  10. Hi! Quick question that’s completely off topic. Do you know how to make your site mobile friendly? My weblog looks weird when browsing from my iphone. I’m trying to find a template or plugin that might be able to resolve this problem. If you have any recommendations, please share. Cheers!

  11. hi!,I like your writing so a lot! proportion we keep in touch extra about your article on AOL?
    I require a specialist in this area to resolve my problem.
    Maybe that is you! Taking a look forward to see you.

  12. This design is spectacular! You most certainly know how to keep a reader entertained.
    Between your wit and your videos, I was almost moved to start my own blog (well,
    almost…HaHa!) Excellent job. I really loved what you had to say, and more than that, how you
    presented it. Too cool!

  13. I’m not sure exactly why but this weblog is loading extremely slow for me.
    Is anyone else having this problem or is it a issue on my end?
    I’ll check back later and see if the problem still exists.

  14. Does your site have a contact page? I’m having trouble locating it but, I’d like to shoot you an email.
    I’ve got some recommendations for your blog you might be interested in hearing.
    Either way, great blog and I look forward to seeing it
    improve over time.

  15. Great site you have got here.. It’s hard to find high-quality writing like yours
    nowadays. I honestly appreciate people like you! Take care!!

  16. Thank you for the sensible critique. Me & my neighbor were just preparing to do a little research about this. We got a grab a book from our local library but I think I learned more clear from this post. I’m very glad to see such excellent info being shared freely out there.

  17. Thanks for discussing your ideas. The first thing is that learners have a choice between federal student loan and also a private education loan where it truly is easier to go for student loan debt consolidation reduction than over the federal student loan.

  18. Hello friends, how is everything, and what you want to say concerning this
    paragraph, in my view its in fact remarkable in favor of me.

  19. That is a great tip particularly to those new to the
    blogosphere. Brief but very precise info… Many thanks for
    sharing this one. A must read article!

  20. hi!,I love your writing very a lot! percentage we keep
    up a correspondence extra approximately your post
    on AOL? I need an expert on this space to resolve my problem.
    May be that is you! Taking a look ahead to look you.

  21. Spot on with this write-up, I seriously believe that this site needs a lot more attention. I’ll probably be returning to read more, thanks
    for the advice!

  22. Wonderful website. Plenty of useful info here. I’m sending it to a few friends ans also sharing in delicious.
    And naturally, thanks on your sweat!

  23. Hello there! This is kind of off topic but I need some guidance from an established
    blog. Is it hard to set up your own blog? I’m not very techincal but I can figure things out pretty fast.
    I’m thinking about creating my own but I’m not sure where to start.

    Do you have any ideas or suggestions? Appreciate it

  24. I like the helpful information you provide on your articles.
    I will bookmark your blog and test again here regularly.
    I’m quite sure I’ll be informed many new stuff right here!
    Best of luck for the next!

  25. Wow, amazing blog layout! How lengthy have you been blogging for?
    you make blogging glance easy. The full look of your website is
    excellent, let alone the content!

  26. When someone writes an article he/she maintains the plan of a
    user in his/her brain that how a user can be aware of it.
    Thus that’s why this post is perfect. Thanks!

  27. Fantastic post but I was wondering if you could write a litte more on this subject?
    I’d be very grateful if you could elaborate a little bit more.
    Thanks!

  28. Howdy! This blog post could not be written any better!

    Looking through this article reminds me of my previous roommate!
    He constantly kept preaching about this.
    I will forward this post to him. Fairly certain he
    will have a good read. Many thanks for sharing!

  29. I’m now not sure where you’re getting your info, but
    great topic. I must spend a while studying much more or figuring out more.
    Thank you for fantastic info I was searching for this information for my mission.

  30. Whats up this is kinda of off topic but I was wondering if blogs use WYSIWYG editors or if
    you have to manually code with HTML. I’m starting a blog
    soon but have no coding knowledge so I wanted to get
    advice from someone with experience. Any help would be greatly
    appreciated!

  31. Definitely believe that which you said. Your favorite justification seemed to be on the internet the easiest
    thing to be aware of. I say to you, I certainly
    get irked while people consider worries that they just don’t know about.
    You managed to hit the nail upon the top as well as defined
    out the whole thing without having side effect , people could take a signal.
    Will probably be back to get more. Thanks

  32. Attractive section of content. I just stumbled upon your web site and in accession capital to assert that
    I get actually enjoyed account your blog posts. Anyway
    I will be subscribing to your augment and even I achievement you access consistently fast.

  33. I’m not that much of a internet reader to be honest but your blogs really
    nice, keep it up! I’ll go ahead and bookmark your website to come back in the future.

    All the best

  34. Every weekend i used to go to see this web site, for the reason that
    i wish for enjoyment, since this this site conations actually nice
    funny data too.

  35. My brother suggested I might like this blog. He was totally right.
    This post truly made my day. You can not imagine simply how much time I had spent for this
    information! Thanks!

  36. I am now not certain where you are getting your info, but
    great topic. I must spend a while finding out more or understanding more.
    Thank you for excellent information I used to be searching for this information for my mission.

  37. Hello there! This blog post could not be written any better!
    Reading through this article reminds me of my previous roommate!
    He always kept talking about this. I will forward this article to
    him. Pretty sure he will have a good read. Many thanks for sharing!

  38. At this time it appears like WordPress is the top blogging platform available right now. (from what I’ve read) Is that what you’re using on your blog?

  39. Simply want to say your article is as surprising.
    The clarity in your post is just spectacular and i can assume you are an expert on this subject.
    Well with your permission let me to grab
    your feed to keep up to date with forthcoming post.

    Thanks a million and please carry on the enjoyable work.

  40. Definitely believe that which you said. Your favorite reason appeared to be at the net the simplest factor to take note of.
    I say to you, I definitely get irked at the same time as
    folks think about worries that they plainly do not know
    about. You controlled to hit the nail upon the highest and
    also defined out the entire thing without having side effect ,
    other folks could take a signal. Will likely be again to
    get more. Thanks

  41. Hello, i feel that i noticed you visited my web site thus i got here to return the want?.I am trying to find issues to improve
    my site!I assume its good enough to make use of some of your ideas!!

  42. We are a bunch of volunteers and opening a
    new scheme in our community. Your site offered us with helpful information to work on. You
    have performed a formidable task and our whole community can be grateful to you.

  43. I think this is among the most important information for me.
    And i am glad reading your article. But wanna remark on some general things, The web site style is great, the articles
    is really excellent : D. Good job, cheers

  44. You made some really good points there. I looked on the internet for more information about the issue and found most individuals will go
    along with your views on this web site.

  45. Right now it sounds like Drupal is the best blogging platform out there right now.
    (from what I’ve read) Is that what you’re using on your blog?

  46. Hmm it appears like your website ate my first comment (it was extremely long) so I guess I’ll
    just sum it up what I had written and say, I’m thoroughly enjoying your blog.
    I as well am an aspiring blog writer but I’m still new to everything.
    Do you have any points for first-time blog writers?
    I’d certainly appreciate it.

  47. Hello, Neat post. There’s an issue along with your site in internet explorer, would check
    this? IE nonetheless is the marketplace leader and a good component to
    folks will omit your magnificent writing because of this problem.

  48. Thank you for the sensible critique. Me & my neighbor were just preparing to do some research about this. We got a grab a book from our area library but I think I learned more from this post. I’m very glad to see such excellent info being shared freely out there.

  49. I’ve recently started a blog, the info you provide on this website has helped me greatly. Thanks for all of your time & work. “Marriage love, honor, and negotiate.” by Joe Moore.

  50. Thanks for every other magnificent article.
    The place else may just anyone get that kind of information in such a perfect manner of writing?

    I have a presentation next week, and I am on the
    look for such information.

  51. With havin so much written content do you ever run into
    any problems of plagorism or copyright infringement? My site has a
    lot of exclusive content I’ve either created myself or outsourced but it seems a lot of it
    is popping it up all over the internet without
    my permission. Do you know any techniques to help protect against content from being stolen? I’d definitely
    appreciate it.

  52. Its like you read my mind! You seem to know a lot about this, like you wrote the book
    in it or something. I think that you could do with some pics
    to drive the message home a bit, but instead of that, this is wonderful blog.
    A fantastic read. I’ll certainly be back.

  53. excellent points altogether, you just received a logo new reader.
    What may you recommend in regards to your publish that you just made some days in the past?
    Any certain?

  54. Hey just wanted to give you a quick heads up.
    The words in your content seem to be running off the screen in Chrome.

    I’m not sure if this is a formatting issue or something to do with internet browser compatibility but I figured I’d
    post to let you know. The style and design look great though!

    Hope you get the issue resolved soon. Thanks

  55. I blog quite often and I genuinely appreciate your content.
    Your article has truly peaked my interest. I’m going to take a note of your blog and keep checking for new details about once per week.

    I opted in for your Feed as well.

  56. After I originally commented I appear to have clicked the -Notify me
    when new comments are added- checkbox and from now on each
    time a comment is added I receive four emails with the exact same comment.
    Perhaps there is a means you are able to remove me from that service?
    Appreciate it!

  57. wonderful put up, very informative. I’m wondering
    why the other experts of this sector don’t realize this.
    You must continue your writing. I’m confident, you have a great readers’ base already!

  58. you are in reality a good webmaster. The website loading
    velocity is incredible. It seems that you are doing any unique trick.
    Furthermore, The contents are masterwork. you have performed a
    fantastic process on this subject!

  59. Hi there i am kavin, its my first occasion to commenting anyplace, when i read this post i thought i could also make comment due to this brilliant paragraph.

  60. Hello! This is my first comment here so I just wanted to
    give a quick shout out and tell you I really enjoy reading your posts.
    Can you suggest any other blogs/websites/forums that deal with the same topics?
    Thank you so much!

  61. Hey there! Do you know if they make any plugins to assist with SEO?
    I’m trying to get my blog to rank for some targeted keywords but I’m not seeing very good results.
    If you know of any please share. Cheers!

  62. I know this if off topic but I’m looking into starting my own blog and was
    wondering what all is needed to get set up? I’m assuming
    having a blog like yours would cost a pretty penny? I’m not very
    internet smart so I’m not 100% positive. Any tips or advice would be greatly appreciated.
    Thank you

  63. Thank you for the good writeup. It in reality used
    to be a amusement account it. Look complicated to more introduced agreeable from you!
    However, how could we keep up a correspondence?

  64. Howdy I am so grateful I found your website, I really found you by accident, while I was
    browsing on Askjeeve for something else, Anyhow I am here now
    and would just like to say kudos for a fantastic post and a all
    round entertaining blog (I also love the theme/design), I don’t have time
    to go through it all at the moment but I have saved it and also added your RSS feeds,
    so when I have time I will be back to read a
    great deal more, Please do keep up the fantastic job.

  65. Thanks a bunch for sharing this with all folks you really know what you are speaking approximately!
    Bookmarked. Kindly additionally talk over with my web site =).
    We can have a hyperlink alternate contract among us

  66. You made some good points there. I looked on the web for additional information about the issue and found most individuals will go along with
    your views on this web site.

  67. Hi there, just became alert to your blog through Google,
    and found that it is really informative. I am going to watch out for brussels.
    I will be grateful if you continue this in future.

    Many people will be benefited from your writing. Cheers!

  68. Hey there! This is kind of off topic but I need some help from an established blog.
    Is it difficult to set up your own blog? I’m not very techincal but I can figure things out pretty fast.
    I’m thinking about making my own but I’m not
    sure where to begin. Do you have any ideas or suggestions?
    Thanks

  69. Hello, i think that i saw you visited my weblog so i got here to go back
    the favor?.I am attempting to in finding things to improve my web site!I guess its good enough to make use of some
    of your ideas!!

  70. Hi, Neat post. There’s a problem with your site in web explorer, would check this?

    IE nonetheless is the marketplace leader and a good
    component of folks will miss your excellent writing
    due to this problem.

  71. Hello very cool blog!! Guy .. Excellent .. Amazing ..
    I’ll bookmark your web site and take the feeds also?
    I’m happy to seek out numerous helpful information right here in the submit,
    we need develop extra strategies in this regard, thanks for sharing.
    . . . . .

  72. Nice blog here! Also your web site loads up fast! What
    web host are you using? Can I get your affiliate link to your host?
    I wish my website loaded up as fast as yours lol

  73. What i do not understood is if truth be told how you are now not actually a lot more neatly-favored
    than you might be now. You’re very intelligent. You
    already know thus considerably in relation to this matter,
    made me personally imagine it from so many varied angles.
    Its like women and men don’t seem to be involved except it’s
    something to do with Girl gaga! Your own stuffs great. All the time care
    for it up!

  74. Howdy! I know this is somewhat off topic but I was wondering if you knew where I
    could find a captcha plugin for my comment form? I’m using the
    same blog platform as yours and I’m having problems finding one?
    Thanks a lot!

  75. Hi there very cool site!! Man .. Excellent .. Superb .. I will bookmark your site and take the feeds also¡KI’m glad to find a lot of useful information here within the submit, we need work out more techniques in this regard, thank you for sharing. . . . . .

  76. Have you ever considered publishing an e-book or guest authoring on other blogs? I have a blog centered on the same subjects you discuss and would really like to have you share some stories/information. I know my subscribers would value your work. If you are even remotely interested, feel free to send me an e mail.

  77. I think this is among the most important info for me. And i am glad reading your article. But should remark on some general things, The web site style is perfect, the articles is really excellent : D. Good job, cheers

  78. Good day! This is my first visit to your blog! We are a team of volunteers and starting a
    new initiative in a community in the same niche. Your blog provided us useful
    information to work on. You have done a outstanding job!

  79. Excellent blog here! Also your site loads up very fast! What web host are you using? Can I get your affiliate link to your host? I wish my site loaded up as fast as yours lol

  80. An fascinating dialogue is price comment. I think that it’s best to write extra on this subject, it may not be a taboo subject however typically individuals are not enough to speak on such topics. To the next. Cheers

  81. I blog often and I really thank you for your information. Your article has truly peaked my interest. I will bookmark your site and keep checking for new information about once per week. I opted in for your RSS feed as well.

  82. Very nice post. I just stumbled upon your blog and wished to say that I have really
    loved surfing around your weblog posts. After all I’ll be subscribing for your rss feed and
    I’m hoping you write once more very soon!

Leave a Comment