Now you're probably thinking "Why not? What's so different about writing for the Web?"

I hear this question from entrepreneurs all the time. Often followed by, "Can't I just put my brochure content up there…Or worry about content later…Or put up a business card site?"

The answer is "Sure, you can do any of those." They're fine as temporary measures so you can get a site up in a pinch. But I wouldn't expect to get any leads or sales.

This kind of thrown-together Website might even be worse for your business than nothing at all, depending on the information you do have and how it's organized.

Here's why…

If your site creates the wrong first impression, is confusing, or doesn't tell people what they want to know, most folks will be gone in a heartbeat.

And chances are they will never come back!

Think of it this way…In the physical world you have to cut through a lot of clutter. But there usually aren't a hundred stores right in front of your customer, competing for their business.

On the Web, competition is virtually unlimited and at your prospect's fingertips. They can easily go to another site if they don't find what they want on yours right away. So they do.

This alone greatly affects the kind of content you put on your site and how you organize it. But there's even more to it than that.

Let me explain…

There are three major differences between writing for the Web and writing for print.

First, you have to write for two audiences: potential customers and search engines. Each of these audiences has different information needs. And each is vitally important.

If you don't write to suit the search engines, your site doesn't get found. If you don't write to suit your potential customer, you won't make sales.

Second, people read differently on the Web than they do in print. Typically they're in a bigger hurry and skim first to see if you have what they're after…Then only reading if something really interests them.

This makes how you organize the information on each page critical. Because you have to consider not only what they want to read, but how they're going to read it.

Third, you only have maybe four seconds to get-and keep-people's attention on the Web. So you have to let them know right away that you have what they want, and make it easy for them to find, or they're gone.

I know, I know…You're probably thinking that's a heck of a lot to take into consideration. And you're right.

Which is why just slapping up your brochure text or a business card site isn't going to do the trick. Instead it takes careful thought and planning-combined with on-target, copywriting designed to get your ideal client or customer to take notice, and take action-to really make your site work for you. 

But it's worth it!

After all, few things beat having a prospect get in touch wanting to hire you out of the thin blue air because they found you on the Web…Or waking up with more money in your business account than when you went to sleep.  It's like manna from heaven.

The key is to start by knowing exactly who your ideal client or customer is, and they're specific wants, needs, goals and problems. Then writing your content to suit them first, and achieve your goals second.

Of course, there's more to it than that. But once you understand the basics, it gets much easier to create the content you need.

Check out The Unchained Entrepreneur for more articles by Stacy Karacostas