Online Business
Part VIII in the Does The Law Matter? eBook series of legal tips
Do you know what you need to protect your online business? Discover the key documents you will need to implement prudent legal protections and build a successful online enterprise.
About the series
Read about the fundamental legal issues every startup or small business should consider. Understand why the law matters.
     Available in PDF, ePub, and Mobi (Kindle)

Protect Your Online Business

Learn the 10 essential steps for setting up and protecting your online business

Online Business Tools
Use online platforms and tools to more efficiently manage your payment processes, communication and content
Minimise Legal Risk
Find out what key legal documents and disclaimers help you protect your online business
Website Basics
Key considerations for developing your website content and design

Extract from the Chapter Step 5: Write your Website Copy

Step 5: Write your Website Copy

You may not realise it, but an average website has a surprising amount of copy (written words) presented throughout each of the pages. Every page needs to be written in a concise, clear, and appropriate tone to your target audience, and this takes some time. It is also not something that can be easily outsourced (like design elements for example), as you are the one who knows your business best, and it should be your job to get the copy and messaging right!

Here are a few points to keep in mind when writing your website copy:


1. It's Up To You!

What you write on each page will have the influence to either attract or repel your visitors, therefore having a direct impact on your website’s success. This is not something you want to outsource. (Though you do want to ask others to help you proof-read your copy later).

2. Who are Your Customers?

Knowing who you are selling to will dramatically alter how you present your copy and what style of “voice” you will give it. For example, a young fashion website targeting 17-25 year old women will have a vastly different style of writing, use of vocabulary, and an overall different feel, to a corporate firm targeting senior legal professionals.

3. Sell The Benefits, Not Just The Product

Customers want to know what's in it for them, so tell them! Instead of listing off all of the features and specs of the product or service, it is often better to focus on the benefits: how does this particular product or service really benefit them?

4. Make it Simple and Succinct

Attention spans have shrunk around 50% in the past decade, and only 4% of page views last longer than 10 minutes. Keep your writing succinct and to the point!

Extract from Online Business, an eBook published by Zegal

Read on for more tips on writing your website copy

Zegal Limited is neither a firm of solicitors nor a barristers' chambers. 
We provide self-help services in the form indicated on our website.
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Zegal is the trusted platform to manage law online. Founded in Hong Kong in 2013, our mission is to transform the way businesses meet their legal needs. Our simple question-and-answer interface gathers key insights about your business, and generates highly-customised contracts that address your specific needs. We give business owners the know-how and confidence to create even the most complex legal documents from start to finish.
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Damien Bos
Damien Bos is a serial entrepreneur, author and guest speaker in ecommerce. Having spent the last 10 years in Asia, Damien has been a part of an explosion in online growth, and write regularly for tech blog 


About the Authors

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