If you fail to plan, then you are likely to fail in your endeavor of producing great copy. If you wish to achieve your goals, it is important to gather all the facts.
First, you should anticipate the users’ of your sites questions. Normally, there are four questions that a user will have that will need to be answered.
1. What am I doing here?
2. How do I do it?
3. What is in it for me?
4. Where do I go from here?
So if your site’s design and navigation cannot provide an obvious answer to these questions, then you should look at using the copy in order to explain them. It is important that the answers to these questions should be obvious to all your users, and not just those visiting your site for the first time.
What is important to remember is that half the visitors to a site will not try to bother with working things out for themselves, and the other half may not even succeed.
Next, when planning, focus on your core audience. Remember, you will not be able to reach everyone, so make sure that the copy you produce addresses your site’s most important visitors directly. So, spend time explaining what the site can do for them in particular. If you want to make it more effective, then do not use words which would only be looked at by people you do not need.
However, if you are targeting more than one type of visitor to your site, then make sure that you can direct them to different pages. What you should remember is that a visitor will go somewhere else if they do not feel your site has something of value to offer to them in particular.
So when providing them with facts, let the facts speak for themselves. It is important that you make your descriptions compelling, although not excessive. Many visitors to sites will skip a site if they feel it is too full of hype (just bear in mind that some hype will almost certainly be necessary in order to excite your visitor).