How to write web copy >
We have learned a lot about writing for the web from experience and from other writers.
A lot is different; a lot is logical. Here are ten tips to be going on with; we will add more.
Brevity is vital so these are short. If you want to know more, get in touch.
- Get to the point. People come to the web with a purpose. The faster you give them what they are looking for, the more you will sell.
- Words sell; pictures amuse. Make sure your visitors can get to the important words immediately. Use graphics to build confidence.
- Search engines look for words not pictures. Enough said.
- The first page must say who you are, what you offer and why you are different. If it doesn't, nothing else will be read.
- Lay out copy for easy reading: one column 10-12 words per line is ideal; stick to one thought per paragraph and edit, edit, edit.
- People skim copy. Use subheads, bullets, links and highlights to draw them through your argument.
- Make action obvious: BUY, FIND OUT, CONTACT. The web is for people who want to do things.
- Put the right words in the right place. Eyetracking studies show most readers scan in an F pattern: across the first para, half way across the second and then down the left hand side.
- Use facts, cut crap. The world is wise to marketing speak and cliché: even if they take it in they won't believe it.
- Enjoy writing it. If you don't, call me.