Web Tips and Tricks
Good content that persuades visitors to take action is audience-focused, concise, informative, and compelling. Quality of content can be the difference between a successful user-experience and one that is forgettable.
You have approximately 3-5 seconds to truly engage your reader and capture their attention.
Ideas to keep in mind when writing copy for the web
Do research and homework before you begin
Read up on your competition; check out their websites, find out what they are doing and how they are positioning themselves. Read your own marketing and promotional materials. There are literally thousands of free resources available so take advantage of them.
Know your Audience
When you know who it is you’re writing for, it’s easier to connect with them. You can target your site, your writing style, and the words you choose to your reader. Find out what drives them and will persuade them to take action.
Know Your Product or Service
Know its features and its benefits. Features describe your product or service; benefits are what the user will gain from using that product or service. Know what makes your product or service different than your competitors?
What do you want people to do when they get to your site? Do you want them to call, download a free whitepaper, sign-up for your newsletter or register for an event? Once you determine what you want the user to do, you can write copy for your web site in a way that moves your reader to take that action.
Web Writing Tips and Guidelines
Master the Basics
Make sure your copy free of all spelling and grammatical errors. Other things to look for include overall readability, punctuation errors, capitalization errors, word choice, and consistency of style.
Satisfy the "Skimmer"
Writing for the web is different than writing for other mediums. Long, flowery paragraphs and adjectives don’t resonate online. The golden rule of the writing for the web can be summed up in three words - keep it simple.
Very little reading that actually gets done online. The majority of web surfers quickly scan web pages for the information they seek. Keep paragraphs short (three to five lines), and use type styling such as bold to emphasize key points.
Use Headers and Sub-Headlines
Help web surfers process information quickly through the use of sub-heads. Use them liberally. One to three paragraphs per sub-head will help visitors process information more readily and keep them engaged.
It is imperative to keep headlines and short and to the point. Avoid using header-on-header writing. A heading should be used to set a message up using as few words as possible.
In any sales writing - especially online - make sure to personalize your message in order to make it more attractive to your visitors.
The best way to do this is to speak directly to them. Your visitors will feel an affinity with copy that reaches out specifically to them.
Use consistent language and grammatical style on each page. This will not only help set expectations but it will go a long way to helping you establish a more professional appearance.
Demand Attention with Effective Headlines
The headline or the heading at the top of your web pages provides you with an excellent opportunity to sell your product or service more effectively. Keep them short and interesting.
Use Visual Aids
It is advantageous to complement your web content with photography, diagrams, even video if it helps highlight or better communicate your product or service.
Be Search Engine Friendly
Make sure that the content on web pages is friendly to the major search engines. At minimum, make sure keywords that describe the overall content of the page are used. Place them in page titles, headlines, and paragraph content.
Including phrases in the body copy that you have used in your other tags (i.e. meta tags, alt tags, headings, title, etc.) will also help boost your rankings.