Guide to Writing Great Web Copy

Writing great web copy is no less a skill than an art form.  The main theme to keep in mind is “write with the reader in mind first.”  People online are looking for information, and they want it yesterday. If your document is even just a little too complex, your readers have one more reason to visit another site.  Therefore, writing with the idea of keeping things simple is important as well. Aside from those two general guidelines, there are a few more specific rules to closely follow.  Following these rules will maximize the appeal of your content to your readers: 1. Ensure your articles are easy to read. Web readers have short attention spans and little patience.  If your article is too complex or dense, they’ll quickly move on to another site.  On the web, “easy to read” generally means the following: Headlines are 45-64 characters and contain one of your keywords; Your keywords seamlessly blend in with the surrounding text; Sentences are 60-70 characters each; Paragraphs are 135-210 characters (including spaces), but ideally are 180-210 characters; Paragraphs are a maximum of three sentences long. Effective online writing is all about making your idea as simple to understand as is possible for your readers.  Also, be sure to always avoid fancy words and unnecessary adjectives and phrases. 2.  Use headlines with a logical flow to keep your reader’s...

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