Have you got 7 seconds?


That’s the deadline for a headline!


Research proves that you have just seven seconds to assert a new proposition via your headline, sub-head, illustration and intro copy, before the site-visitor moves on.


There - 7 seconds up!


Site-visitors have a notoriously short attention span. And that seven-second rule makes the most powerful case for brevity - one of the key features of good copy.


That’s why copywriters have to be miserly about headline length.


Relentlessly paring-down each statement to the minimum wordage.


Ruthlessly excluding anything of doubtful relevance.


Literally weighing each syllable to see if it pulls its weight. (Remember that words are music.)


That’s why a perfect poster may take longer to write than a 24-page brochure.


Try the 7-second test on other websites. See how few of them pass. Truly copywriting is harder than it looks.


The matter with most websites


Amateur copywriting that fails to provide you with a convincing online voice, to hold the attention throughout a pitch and stimulate sales at the moment of peak interest


Says Jonathan Begg, copywriting partner, Clark Marketing.


The website is in every way an advertising medium, and clearly the most powerful yet devised. Yet to a professional adwriter, most websites represent a mass of wasted opportunities. Many of them actually look more like a client’s briefing-notes - the first attempt to itemise features and benefits, before the creative team converts them into high-impact advertising. They are the grapes, not the wine.


Web-engineers (or ‘teccies’) have convinced themselves that they are account-handler, copywriter and art-director rolled into one, and somehow convinced corporate clients of the same thing.


The result is an astonishing absence of strong headlines, meaningful captions and lean, disciplined copy that drives you to a purchase.


Landing-page as e-poster


Your landing-page should express a single thought very clearly. This demands poster art at its most sophisticated, ruthlessly cutting out anything extraneous and featuring a perfect short headline that often needs careful grinding and polishing. (The easiest copy to read is the hardest copy to write.)


Link-pages, on the other hand, correspond clearly to the pages of a brochure, with a need for a well-planned sequence with strong headline-propositions.


The art of the TV or radio commercial also needs to be harnessed for the many audio-visual opportunities created - though not properly exploited - by the website medium.


But before any of these craft skills come into play, there is the necessary overview of the product and the planning of a marketing strategy and response mechanics - on which we are thoroughly equipped to guide you.


Keyphrase Research - a two-edged sword


There is no doubting the power of keyphrasing as a marketing tool - how to work the Search Engines to get your web-address into the coveted top end of those listings.



But some clients may not want business coming in ‘off the street’, and may not be equipped to handle mass response, most of it unusable. They may prefer the ‘invitation only’ approach, where only selected groups are asked to visit the site.


Equally, keyphrasing can be self-defeating because it is driven by a process of endless repetition which tends to kill good copy. The customer gets to the site, but finds nothing to hold the attention. For that situation, an experienced agency copywriter is ideally placed to ensure that keyphrasing does not eclipse normal copywriting imperatives.


But keyphrasing apart, a full agency-style analysis of the product and the problem is necessary at the outset, to define the need for corporate image-building, brand development and/or direct-response, and to co-ordinate the elements of persuasion, information and notification that go to make up an impactive advertising campaign.


No budget.” No wonder.


Even those clients who can see the point of bringing in heavyweight creative writers may simply declare that their web budget won’t run to it.


But the ‘teccie’ is not motivated to add extra services to their budget and possibly overprice him or herself, or divert attention away as the provider of solutions. To him or her, the copywriter is at least partially a rival.


Everyone thinks they can write copy. It is for you to consider why heavyweight copywriters are well-rewarded by so many corporate clients not noted for generosity or naivety.


Copy is the backbone of advertising, and nothing can replace it as the principal means of articulating a message.


Compare these before/after specimens of our web-copy.


Then see how we can do the same for you now - with our incredible spec offer.


Copywriting for a business that sold Personalised Directors Chairs.










Standard Director's Chair (Pine Frame/Black or Beige Canvas)


Buy your personalised Standard Director's Chair. (Pine Frame/Black Canvas)

"The Classic" Pine chair with a choice of Black or Beige canvasses

All our chairs have double seat canvasses for additional strength.

For a bit of fun add a Star either side of the name.

You may also want to buy a personalised script or clipboard holder that fits on to the arm of the chair!

Quiet, Miss Monroe. Over here, Mr. Gable...”

With your name on the Director’s Chair, you’re someone!

Today’s top personalised gift, with your name in sharp durable lettering - just £19.99

Wonderfully traditional. Yet wonderfully fashionable. Truly the seat of power on those famous filmsets. And you don’t have to be a director to feel like one!

But you do need to personalise your Director’s Chair - it wouldn’t be the same without.

So take this opportunity of ordering our classic Standard Director’s Chair, professionally overprinted with your name (plus a star either side for effect, if preferred) at our special bargain price of £19.99.

With its strong foldaway pine frame, and double seat-canvas in a choice of beige or black, our Standard Director’s Chair is irresistible to give or to get.



Copy comparisons for Buying Bathroom Products on line




Embroidered bath robe

Embroidered bath robe,100% luxurious heavyweight ringspun cotton kimono style towelling robe, embroidered with 3 initials

The affordable luxury of a personalised bathrobe…

Custom-embroidered with your initials in pure silk

- a special touch of style for a standard price

Everyone likes a little luxury at bathtime. We’ve got the perfect gift idea for any or all of your family. A magnificent luxury towelling robe in heavyweight ringspun cotton, with up to three initials neatly woven into the fabric - in a selection of eight well-chosen colours to go with the tasteful white or navy kimono-style design in three sizes.

You’ll feel a little more special every time you put it on.




Now try our spec offer. See results before you pay a thing!


Test our claims now - and risk nothing till we’ve demonstrated the cash-value of heavyweight copy in relation to your own product.


Just direct us to any single page of your current website, and we’ll use proven copywriting techniques to boost your visitor-ratings.


Subject to our own judgment as to feasibility, we will quote you for re-drafting that section of the copy. On your acceptance, we will supply the new copy and then compare response. Should there be no improvement, you owe us nothing.


If we judge that the copy needs re-briefing from scratch, we will invite you to supply the necessary marketing information. Alternatively, we may be willing to supply an overview of the creative options for your site, and quote you accordingly.


Either way, we look forward to the possibility of working with you soon. In the first instance, e-mail me at Jonathan.Begg(at)ClarkMarketing.co.uk


And let us show you how Clark Marketing can really put the internet to work for you.