Web Writing Blunders: Megan’s Top Five
June 19th, 2006 by Megan Mahan
As regular readers of the InsureMe Agent blog may remember (”regular readers”: fact of life or delusion of grandeur?), we’ve posted in the past about the importance of incorporating informational insurance articles into your agency’s website.
Why web articles? Quite frankly, people are turning to the web now more than ever before to learn about and shop for goods and services. My 86-year old grandfather is on the web looking up information everyday, y’all–it’s kind of a big deal. And if you want to get abstract about it, the Internet is really an infinite pool of prospects; by giving them what they need (useful information) you can earn credibility and build trust with these prospects. And we all know how important trust and credibility are in this day and sales age.
But I don’t want to rehash the whole articles-are-important business. Instead, I thought I’d share with you my top five web writing blunders (WWB) so you can gain credibility…and avoid falling into the web writing abyss.
WWB #5: Hyping Your Awesomely Awesome Product/Business. People looking for information don’t want to read a bunch of sales hullabaloo (yes, I said it) and ego stroking. Providing relevant, timely and accurate information will speak volumes about your know-how and professionalism. [See our post Marketing is Like Dating for more.]
WWB #4: Using Industry Terminology with Reckless Abandon. This is closely related to WWB #5. That’s because people looking for information about insurance don’t usually have the command of industry argot that you do. So curb the technical terms–and offer examples and definitions when you can.
WWB #3: Writing Unreadable Text. When I say unreadable, I mean writing in a way that’s difficult for readers to get through. For example, I know you’re not reading every single word I’m writing. You’re scanning the page, jumping around to the stuff that intrigues you. And I’m trying to make it easier for you to do so by writing in short(er) paragraphs, using headings, bolded text, etc. [See more web reading trends here.]
WWB #2: Writing Uninteresting Content. I know. Insurance isn’t the most exciting thing in the world. But by throwing a little personality into the mix–anecdotes, subtle puns or jokes–your article will demonstrate that there’s a smart, able-bodied person behind the words. And that’s very comforting to prospects.
WWB #1: Skimping on the Edits. This recent post over at AdFreak is a fabulous case in point: A copywriter recently distributed a press release about her new business. And it was full of errors.
“My writing skills are a gift from God,” she says. “I can’t site [sic] any other reason for my abilities beyond that.”
Yikes. In one fell swoop, the woman destroyed her credibility as a copywriter and has become a joke in the blogosphere. So be sure to check your articles for errors–and have a friend or business associate give them a once-over for good measure.
So there you have it, my top five web writing blunders to avoid. Of course, my fellow copymates/bloggers may have some add-ons to share, so be sure to check the comments for further suggestions…or disputes. 
And for more writerly fun, be sure to check out the related articles below.
[related articles]:
Writing Web Articles: The New Key to Success [InsureMe Agent Resource Center]
Business Web Site a Great Way to Lure Increasing Number of Online Shoppers [InsureMe Agent Blog]
Poor Writing Skills Cost Companies Time & Money [InsureMe Agent Blog]
