|
Home::All
Ten Tips for Writing Effective Web Copy
Author : 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:
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. Overture
2. Wordtracker
5. Create Effective Headings
The heading is the most important piece of content you’ll write.
That’s because:
1. Internet users scan read and the first thing they read is your heading. If it doesn’t grab their attention, they’ll leave.
2. An effective heading can used in title tags (more about this later).
3. The heading can be placed on your home page as a link to content.
When writing headings:
Keep them to eight words or less
Include important keywords
Avoid the use of adjectives and prepositions (and, a, the, of).
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, press releases and other marketing materials businesses need to increase sales. Learn more about how Julia can help boost your companies profits by visiting www.juliahyde.com. Or email info@juliahyde.com. She'll get back to you right away. Spam emails More free articles Related articles
|
More related feeds |
10 Tips for Writing Effective Web Copy
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 ...How to make money writing for the web
Read good writing. Most web copy is non-fiction prose so I recommend reading good non-fiction prose. The New Yorker, The Economist, Slate, The Atlantic Monthly are all good places to start. Of course, read the trade papers of your ... Ten Essential Tips for Writing Effective Web Copy That Sells
Yet the number of poorly written, dull, drab and lifeless web pages found on lots of ecommerce websites is nothing short of mind boggling. This article provides 10 tips to help you write more effective copy for your web pages. ... Blog Traffic Tips and the Blog Profits Blueprint
In fact, the name “Writing Journey” was inspired by Yaro. Yaro’s web site has over 25000 RSS subscribers, and he talks about how he made more than $6000 in one month by blogging. After reading about his success with blogging, ... Five-Step Plan to Setting and Achieving Goals for Your Freelance ...
Write a series of 5 e-books or reports on writing ad copy, sales pages, etc., each targeted to a specific niche audience within her target market (such as to e-book authors, software developers, etc. - people who need solid marketing ... Maximize Traffic With 10 SEO Power Tips
Remember that your Web site should be focused on your audience first and appeal specifically to a niche interest. When writing your Web copy, you need to dialog in an appropriate tone and format for the right audience. ... Links for 16-05-2008
“… one of the strongest ways to create visual impact in your copy is to use a color word. This almost forces your reader to paint a mental picture, which anchors your idea in his consciousness.” (tags: tips detail writing persuasion ... Answers: 10 Tips for Writing Web Copy at www.answers.org.ua
e sales letter. As you visit websites look for eye catching headlines or phrases which interest you. Look keenly at the subject lines of emails even spam When something impresses you make a note of it in a swipe file . ... Ten Tips for Writing Effective Web Copy
On the Internet programmers and designers rule, not the writer. Yet words drive targeted traffic to your site, carry content, make the sale, convey ma. 5 Tips For Getting Your Letter Published
It's so tempting to copy and paste witty one-liners, expressive phrases, well crafted sentences or informative paragraphs or brilliant rhetorical questions from blogs, group emails, web sites etc. Plagiarism aside, how do you think I ...
|
|
|
