Tips for Writing Effective Web Copy

Tips for Writing Effective Web Copy

There are a number of key differences when writing effective web site copy. One is 'it's not a best selling book' don't treat it like on! What I mean is that no one is going to sit and read endless pages of text. Keep it short and snappy. At all times keep it relative to the keywords on the page and include them at regular interval repeating each key word up to 17 time... dependant on the length of the page copy. Too much and the search engines will not like it. Did you see what I did in the the opening line. The keywords relate to the headline title and the opening line.

Here are a few tip that should help you on your way.

Tip #1: Getting the Basics Right

First and foremost, your copy must be grammatically correct and free of all spelling errors and typos. Use a word processors to help you check spelling and grammar! Other things to look for include overall readability, punctuation errors, capitalisation errors, word choice, and consistency of style. If you know your writing skills aren’t up to snuff, you may want to consider taking a class or hiring a professional copy writer to assist with the writing and or editing task. Be friendly.

Tip #2: Catch Your Viewers Attention... Fast!

Writing for the web is different than writing for other mediums. Long flowery paragraphs and lengthy prose simply get boring. The golden rule of the writing for the web can be summed up in three words: keep it simple! Web writers should keep in mind that there is very little reading that actually gets done online, web surfers quickly scan web pages for the information they seek. Knowing this, keep paragraphs short, and use type styling such as bold to emphasize key points.

Tip #3: Use Subheads Liberally

Another great way to help web surfers glean information quickly is through the use of subheads. Use them liberally. One paragraph per subhead will help visitors parse the information more readily and help you convert those browsers into buyers.

Tip #4: Get Personal

Writing effective web site copy, you’ve got to make sure you personalise your message in order to make it more attractive to your viewers. The best way to do this is to speak directly to them in the first person. Use the word "YOU" often. And include personal examples rather than general. For example, “This month we have created a special deal just for you, our valued customer.” Your customers will feel that you care about them with copy that reaches out specifically to them.

Tip #5: Who Are Your Audience

The key to being able to communicate with your customers on a personal level is to know who they are! Of course, it is impossible to know every customer personally. However, it is likely that your customers fit into a certain demographic. For example, if you sell baby products, chances are you sell to mum and dads. The tone of the content on a baby product site would be far different from one that sells automotive parts, for example. Use a language that your audience understands.

Tip #6: Be Consistent

A common mistake that many websites make is the failure to be consistent. This includes consistency of language used and grammatical style, as well as the amount of copy on each page. If you offer three products, the web page for Product A should have about the same amount of copy as the pages for Product B and Product C. This will not only help set expectations but it will go a long way to helping you establish a more professional appearance.

Tip #7: Create Urgency

On ecommerce sites, your goal is to get your customers to click the “Buy” button and then follow through with a purchase. Consequently, the language on your site needs to support this. Try experimenting with call-to-action language that encourages your customers to buy now. Incorporate Special Offer language as well. Something like: “Buy within the next 24 hours and receive a free a gift”. Place this copy on key pages during the checkout process to reduce shopping cart abandonment.

Tip #8: have I got your ATTENTION - Effective Headlines

Effective headlines help sell newspapers, products and services and the same is true on websites. The headline or the heading at the top of your web pages provides you with an excellent opportunity to sell your product or service more effectively. Consider the following two headlines for the same product:

• Brand New Apple iPod Nano - New in Box with Free Shipping!

• Apple iPod Nano

Which of these headlines are you more likely to click?

Tip #9: Use Visual Aids

Is a picture is worth a thousand words? YES! If you are serious about selling your Company, you’ve got to supplement your web content with pictures, diagrams, drawings, etc. if you’re going to encourage new prospects. After all, if you were buying something—say a baseball card, antique, or some other collectible—wouldn’t you rather see a photo of it, rather than relying on a description saying that it is in “mint” condition.

Tip #10: Be Search Engine Friendly

Writing the best copy ever for your website is pointless if no one can find them. Therefore, make sure that the content on your pages is friendly to the major search engines. At minimum, make sure you select keywords that describe the overall content of the page. Place them in page titles, headlines, and paragraph content. Including phrases in the body copy that you have used in your other tags (i.e. meta tags, alt tags, headings, title, etc.) will also help boost your rankings. Keep in mind, however, that search engine marketing is a delicate science.