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 10 Tips
for Writing Effective Web Copy
by: Julia Hyde
On the Internet programmers
and designers rule, not the writer. Yet words drive targeted traffic to
your site, carry content, make the sale, convey marketing messages,
persuade people to buy and make the difference between your site’s
success or failure.
Here are 10 tips for
writing effective web copy:
1. Make sure content is
easy to read
In the online world, less
is nearly always more. Write your copy for the impatient, online reader.
Here are some guidelines for the length of your content:
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Headings: 8 words or less
-
Sentences: 15 – 20 words
-
Paragraphs: 40 – 70 words
-
Page word count: 250+
words
Eliminate pompous words and
fancy phrases. Effective online writing is not about impressing the
reader with your extensive vocabulary. It’s about communicating. Use
short, simple words. Get to the point. And then stop.
2. Write from me to you
The most powerful word in
the English language is “YOU”. Write for your reader, in a
conversational tone, not for your ego.
Get to know your reader. Is
there a common style or tone you need to use to reach her? Don't forget,
she’s come to your Web site to do something—make a purchase, obtain
information, sign up for a subscription. Make sure every word you write
moves her toward a solution.
3. Drive Actions With
Content
Content is about getting
the reader’s attention and keeping it. Content is about selling. Make
sure your content is driving your customer’s actions. Then put that
content on your home page.
4. Write for how people
search
If you want your site to be
found when people search the web, use words your target readers use.
Before you begin to write, sit down and think carefully about the
keywords you’re going to use. Then carefully weave those words and
phrases into your copy. Here’s two Web sites that will help you find the
right keywords and phrases for your site.
1. www.overture.com
2. www.wordtracker.com
5. Create Effective
Headings
The heading is the most
important piece of content you’ll write.
That’s because:
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Internet users scan read
and the first thing they read is your heading. If it doesn’t grab
their attention, they’ll leave.
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An effective heading can
used in title tags (more about this later).
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The heading can be placed
on your home page as a link to content.
When writing headings:
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Keep them to eight words
or less
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Include important
keywords
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Avoid the use of
adjectives and prepositions (and, a, the, of).
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Be clear and concise.
Avoid wordy, wishy-washy phrases.
6. Write keyword-rich title
tags
Title tags are a small
piece of HTML code that appears in the top bar of your browser. “For
example, “Acme Company Home Page.” Title tags, along with meta keywords
and meta descriptions, are one of several important factors in achieving
high search engine rankings.
Title tags appear in your
site’s HTML code like this:
ACME COMPANY HOMEPAGE
You can view a site’s title
tag by clicking VIEW then SOURCE on your browser’s tool bar.
Because search engines use
title tags to gather information about your Web site you need to think
carefully about what words you put in the tag. Don’t be tempted to put
your company name in the tag (unless you’re a well-known brand like Nike
or Microsoft).
Instead put specific
keywords relating to your business. For example, if you’re a California
real estate company, you would want your company to appear in search
engine results for searches on keywords such as “California Real Estate”
or “Realtors in California.” So, you would use the keywords “California
Real Estate” or “California Realtors” in your title tags. If you wanted
to be more specific, or you prefer seeking business in a specific
geographic area you would use keywords such as “Silicon Valley Real
Estate” or “Silicon Valley Realtors.”
7. Provide links and
connections
The web is about linking
information. Make sure your site links your reader to other information
and other sites link to you. Never make your Web site a dead-end. Some
search engines, including Google, are based, in part, on their ability
to find you from links on other sites
8. Write effective
summaries, sentences and paragraphs
An effective summary is
who, what, when, where, how. It’s about getting the information across
in 50 words or less. Keep your summaries short and factual. Make sure
they encourage your reader keep reading.
Remember, keep sentences to
between 15-20 words. Paragraphs between 40-70 words. Make your first
sentence grab your reader’s attention or they’ll move on.
9. Sell Benefits not
Features
If you want your Web site
to sell your product or service you must write about benefits and not
about features. A feature describes a product or service. A benefit is
what the user gains from using that product or service. Don't say, " Our
duvets are warm and comfortable,” say “You'll be warm and comfortable in
one of our duvets.” Tell your customers how your product or service will
make them happier, sexier, healthier, wealthier. In other words focus on
making sure every line of your copy is dedicated to what’s in it for
them.
10. Edit. Edit. Edit. Then
edit again
Mistakes in online copy are
temporary and easily fixed, but by the time you’ve noticed your errors
so have thousands of other people. Have two or three people proofread
your text. Check it yourself for consistency in grammar, punctuation,
capitalization, abbreviations etc. And finally, read it backwards—you’ll
be surprised how many errors you’ll spot.
About The Author
Julia is an independent copywriter and consultant specializing in
search engine marketing and copywriting, direct mail, brochures and
other marketing materials businesses need to increase sales. To find
out how Julia can help boost your companies profits visit
.
Or email .
She'll get back to you right away. |
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