The power of words: Writing for the web

We all know that your website is your shop window, and in most cases, provides that all important first impression. This is very much the case with many of our advertising clients whose campaign objectives are often to drive traffic to a particular landing page. Countless hours are devoted to user experience and intricate design details, but what about the copy?

I recently attended Creative Training’s ‘Writing for the web’ course, and came back with a rather urgent feeling of “I must put this into practice and I must do it NOW.” Yes, that’s partly due to my impatience, but it’s definitely testament to how much useful, practical and insightful content was crammed into one day. Here a few tips on how to make sure that content is king on your website:

What’s the point?
Of your website, that is! When you bring it back to the basics, the point of your website is to inform your audience and to prompt a response. As obvious as it sounds, this is something that can easily be forgotten. Keep it in mind when you’re writing your copy and you’re off to a good start.

Who are you talking to?
Knowing your audience is half the struggle. Once you’ve identified who they are and what they need to know from your website, you need to remember one thing; they’re just like you! Think about your web usage, how long you spend on particular sites, how many sites you visit in a day and apply that mentality to your audience. Remember; people scan websites-so make it snappy!
And one more thing; you’re writing for one reader. To engage your reader you need to build a relationship with them, and nobody ever did that en masse! Make it feel personal and they’re far more likely to read on.

Get the message?
Arguably the most crucial step in your copy writing master plan: the message. Think about:
•    What you’re saying
•    Why you’re saying it
•    What do you want the audience to think
•    What do you want the audience to do
Consider what you want to say and what the audience wants to hear and align it. The forefront of your reader’s mind is always “What’s in it for me?” so put yourself in their shoes. Explain the value of what you’re offering and then persuade the reader of its benefits, and why it’s right for them.

Watch your language!
Hands up who hates jargon? Yep, so do your readers. Keep your language simple and concise and it’ll be miles easier to read:
•    Avoid metaphors and similes
•    Don’t use a long word when a short one will do
•    If you can cut words out, do!
Also bear in mind that web copy is generally shorter than print, so try and cut it if possible, and try and stick to one idea per paragraph, which leads nicely onto…

Structure
Think of your message as an inverted pyramid. You start at the top with the headline, move on to your main paragraph, and then arrange your key facts in diminishing order.
Your readers will scan your website, so draw them in quickly, and try to keep your word count as low as possible, to reduce the need to scroll.

Other key points are:
•    Bullets - use them! They break up information and make it easy to read.
•    Beware of using all caps. Nobody likes to be shouted at.
•    Headlines and sub-headings - don’t waste them! Your headline should grab the reader’s attention and be informative, whilst the sub-heading expands on it.
•    Summaries and intros should be snappy, relevant and interesting. You’ve got the reader’s attention so far-don’t lose it now.
•    Hyperlinks - We can all recognise a link when we see one. Avoid using ‘click here’ and make your links work for you e.g. Book your place

Mind your tone
Or voice, whichever you prefer to call it. Think of your copy as a conversation, not a public service address. Your tone should be friendly and informative, persuasive but not coercive, and above all things, not patronising. Make sure your language is active rather than passive, and always address the reader personally.
Style guides are a helpful tool when setting the tone, and will help create a universal voice for your web copy, no matter who’s writing it.

Editing
A good editor isn’t afraid to change things, and isn’t afraid to ask for help. Enlist the help of a colleague to proof read for you and you’ll avoid typos and spelling mistakes that can discredit your website.
Also, remember that your website isn’t set in stone. Try changing your copy to see what your readers respond to.

You could write a long and detailed book about web copy and converting visitors from specific pages (and many have!), but hopefully the above pointers will be of value. Once you have your site or a specific page ready to receive visitors drop us a line and we'll arrange a campaign to drive traffic your way!

Why not find out more about the Writing for the Web course referred to above.