Having written some copy for Boots, and being a girl, I was interested to find out how a huge brand like Boots uses the internet. Is it different to how I do it? In a nutshell – no.

Here’s their online plan for users:

ATTRACT – ENGAGE – CONVERT – RETAIN

They want to attract people to their site, grab their attention so the user will engage and convert into a sale. Once they’ve done it once and had a good user experience, they’ll come back (retain).

How do they attract users?
Several ways, including:

• online display advertising (think banner ads)
• pay-per-click
• links on affiliate sites
• competitions
• offer free samples on their website.

So once they’re on the site, how do they engage them?
Listen closely, this is the best bit:

• With quality, original content.

It’s as simple as that. The content can range from information about products (the third most-popular reason people use the internet, according to research cited by Matthew. It can include rich media such as video and audio. Understand what your customers like to do online – are they looking for reviews? Do they want to see lots of pictures? Are they here to get something for free?

If you don’t know what your customers want – then ask them.

Boots conduct 25,000 feedback interviews every week. Every week!

Converting sounds tricky…
Well, yes it is. That’s why some sites are more successful than others. It has to be well designed and properly written by professionals. But that’s just the start.

• What’s the user journey you’re taking someone on?
• What action do you want to them to undertake?
• What are the barriers to this?

If you don’t know then you need to ask for some help – ask an honest (and preferably innocent) bystander what they think when they look at your site. What are the key messages? Are the pictures useful? Is the copy meaningful and does it speak to you in the right tone? What do they naturally want to do on the site (e.g. buy a product, pick up the phone, look at a video)?

Once you know what you want your user to do, you’ll be able to craft the site’s architecture, design and content to convert the user.

At least retaining’s easy, isn’t it?
Actually, that’s the hardest part. You’re trying to keep someone interested once they’ve done the thing they came to do! So how could you do that?

• You could ask for a review/testimonial/recommendation
• Send a newsletter
• Show options for cross and up-selling

Social media and site socialisation
Sites are starting to add little buttons onto content – ‘like this’, ‘tweet that’. This is a great way to get your users to share your content for you. Of course, it must be useful and engaging for them to want to do that!

Want to attract some new users with some killer content? Get in touch!

I wonder whether that’s always the case? Yesterday I was writing a blog about wedding dress trends – quite easy for me as I am recently married and so I write it as the target audience. I’m also writing the copy for a photographer’s website. That one’s more tricky as it’s (a) from a male perspective and (b) I have to feel that he would say what I’m writing.

I think as a copywriter you spend quite a lot of time in a ‘preparation zone’. You read emails from your clients, you look at sites they like, you talk to them in person and on the phone. You sneak your way into their mind! Then you sit down, channel said client and write. You don’t feel it comes from you but them.

In any case, here’s the site and if you’re in Derbyshire do treat yourself to a meal there!
The Bay Tree Restaurant

So why does your ‘stuff’ get so complicated? Damn – you forgot to call someone. You didn’t read that email properly and you can’t remember if Sunday comes before or after 4 o’clock.

I’d like to apply this confusion that we face in our day-to-day work and home dealings with all the information available on the web. Not everybody organises the ‘stuff’ (content) on their websites. Of those that do, not all do so in a logical way. If websites aren’t organised how will your user know how to find their way around? You wouldn’t go on holiday without leaving your work affairs in some sort of reasonably-easy-to-follow state.

The same idea applies to the content on your website. You’re out of the office so your website is picking up the initial enquiry. Bear this in mind when you’re designing and adding to your site. Your user should be able to follow links and instructions without getting confused or annoyed.

Remember the golden rules of writing for web:

• Use short words in short sentences (one point per sentence)
• Use plenty of bullet point lists to allow user to scan the page
• Try not to present too much text – break it up with pictures, sub headings and paragraphs
• Users don’t like scrolling so try to keep your content within one screen length
• You don’t have to be too formal, use “it’s”, “won’t” and “can’t” – it makes for more natural reading.

Your user doesn’t know your company or website inside out like you do so don’t assume anything!

This post was originally published by Christine on Mon, 10/27/2008