UK Web Site Design and Search Engine Optimisation
Net Words
Good copywriting is essential for any website that has ambitions to sell online. As one of the taglines states, “bells and whistles may grab a customer’s attention but words make the sale.” Nick Usborne’s Net Words explains what works and what doesn’t when it comes to creating copy for websites, e-newsletters and email campaigns.
One problem that many people do not seem to acknowledge is that writing copy for online consumption is a vastly different to copy created for other media. Nick puts this at the forefront of his book, and describes the use of effective copy in detail along with a sprinkling of examples to illustrate his points.
The book itself is a very easy read and conveys its message well which is to be expected from an experienced copywriter. Nick shows how best to avoid corporate double-speak and encourages the use of a consistent voice throughout a website in order to establish an identity (like that found at Motley Fool).
One criticism of the book is that at times, it feels as if Nick is talking at you. This makes it seem as if the book leans more towards the theoretical rather than the practical. A few more examples would probably help to keep the book more grounded, but in reality this is only a minor quibble and really down to personal preference.
Still, with his focus firmly on how to write for the customer, Nick demonstrates the difference that good copywriting can make to your website. This is the book the Cluetrain authors would have written if they were talking about online copywriting.
Net Words: Creating High-Impact Words Online by Nick Usborne.