The trick to writing effective web copy is to ensure that your readers know exactly what your website, and every webpage, will do for them.
How do you do this?
- Clearly state your objective with one subject per page.
- Stick to one idea per paragraph.
- You should have no more than three ideas on a page.
- Make sure you say what you need to say in as few words as possible.
Writing for the web is different to writing for print media. Your job as a writer is to ensure that web users have less to read without compromising the quality of your content. The only way to do this is to put more time into your writing.
When you write for a paper publication you have a captive audience. Mostly, these readers have invested in your words. They have paid for the paper and ink. They take you more seriously. They will take more time to read what you say.
Web readers are fickle. Only 14% of your readers will actually read an electronic newsletter they've subscribed to. Less than 5% will read the entire thing. Imagine what you're up against on the Internet.You need to provide useful information. Web users want facts presented in a clear, accessible format.
- Be consistent.
- Use short lines.
- Use headings.
- Don't overuse italics and emphasis font options.
- Never use all capital letters.
- Don’t use too much colour.
- Don’t use complicated backgrounds.
- Don’t use unnecessary images.
- Use one image per web page.
by Amanda Patterson (Amanda has more than 300 000 social media fans)writing courses in South Africa. Writers Write - Write to communicate