The other day, a successful web developer was telling me about the work she does for her clients. She caters to small businesses looking for an expert to design and program their web sites.

When I asked her who writes the text for the web sites, she responded that, typically, her clients do the writing themselves, using the copy from their flyers and brochures.

Well, how well does that work for, say, a sandwich shop? I asked. Dont they need a description of their lunch items and on what sets their shop apart from the others in town?

Sure, she said, But they just take it from their menu.

Well, I said, Its pretty easy to go out on the web and do a search for local sandwich shops. A hungry office worker can easily find sites of several delis and compare them side-by-side.

If the copy on one shops web site says:

'Joes Deli -- Youve Tried the Rest, Now Try the Best! Special Today Tuna wrap, $5.95,'

but a competitors site reads:

'Main Street Deli. We make our own salads every day from fresh, local ingredients. Order our special cheese veggie wrap -- taste for yourself what everyone in town is raving about. Free side of our home-style slaw with your take-out order. Call us now at 555-1234!'

which restaurant will get the better return from its web site marketing dollar?

Joes copy, straight off the menu, is written for the customer already sitting in the restaurant. The copy for the Main Street shop, written specifically for the web, is designed to persuade the person looking for lunch that Main Street serves great food, and to encourage that person to order now before he or she looks at another shops web site.

Well, she replied, Youve got a point there.

Web writing is at least as important as a web sites design and programming, critical to a good return on your web investment.

Copyright (c) 2005 by Allen Brodsky