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.

  1. 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.
  2. Words sell; pictures amuse. Make sure your visitors can get to the important words immediately. Use graphics to build confidence.
  3. Search engines look for words not pictures. Enough said.
  4. 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.
  5. 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.
  6. People skim copy. Use subheads, bullets, links and highlights to draw them through your argument.
  7. Make action obvious: BUY, FIND OUT, CONTACT. The web is for people who want to do things.
  8. 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.
  9. Use facts, cut crap. The world is wise to marketing speak and cliché: even if they take it in they won't believe it.
  10. Enjoy writing it. If you don't, call me.