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 attention.
The title of your article should be attention grabbing and unique. “How To” and “Top Ten” type titles are currently popular, but don’t be afraid to experiment.
Additionally, most online readers do not read every word of an article. The reader should be able to understand your entire article by only reading its’ sub-headings.
By answering the question, “What’s in it for me?” for your reader, you are making your article appealing to your audience.
3. Ensure your content contains calls to action.
All online content is ultimately about selling. The content may not be selling a product or service, but every site wants visitors to return.
In order to grow your traffic, place a call to action on every page. Here are a few quick tips for effective calls to action:
- Place them on the front and center of your page if possible;
- If not, make them very noticeable;
- Develop an emotional connection with your visitors;
- Make sure to use urgent language;
- Make them easy, requiring as few steps as is possible;
- Add in a free offer;
- Use statistics to increase your authority.
4. Ensure your content is completely error-free.
If you’re not a great proofreader, find someone who is. Readers may forgive one or two mistakes, but even these can distract attention from your primary message.
Google’s algorithm is also becoming increasingly sensitive to spelling and grammar errors. This trend will probably only increase in the future. Therefore, it’s important to start following this rule now.
5. Always answer the visitor’s main question: “What’s in it for me?”
If you don’t make the answer to this question obvious, your readers will leave in a hurry. The first few words of your web copy must engage your readers.
A great way to scare away readers is by saying, “Hello and welcome to Company X!” Does this introduction capture your attention? Instead, try,“What if you could lose weight and eat any food you want?”
By answering, “What’s in it for me?” as quickly and simply as possible, you’ll catch your readers’ attention. Once you’ve gained their attention, then you can start telling them information about your company.
By Following These Tips, You’re on Your way to Copywriting Success!
The preceding tips were not all of the tips required to write great copy. But, they are a great starting point.
By following these basic starting points, you’re well on your way to successfully writing copy that stands out on the web.
10 Rules the Best Online Copywriters Follow
The success of your Internet marketing efforts boils down to one thing—how good is your copywriting? It doesn’t matter how much you promote your site. If the copy doesn’t connect with readers, you’ll never get the sales you desire.
So, what makes great copywriting? Here are 10 rules the best online copywriters follow. 1. Keywords aren’t Everything- Obviously, it’s important to optimize your copy for relevant keywords to ensure you get high search engine placement. However, keywords aren’t the most important part of your copy. They might be the gateway that brings visitors to your site, but if your copy is stuffed with keywords, your conversion rate will suffer. Always remember your human readers, and never place the search engine’s needs above theirs. 2. Scanner-Friendly is a Must- Numerous eye-tracking studies show that website visitors tend to scan content rather than fully reading it. What does this mean for your website? It means your copy needs to accommodate their scanning habits. This means you should use plenty of whitespace, keep your paragraphs brief, and use bold headings throughout. This will help the scanners grasp the main points from your content quickly and easily. 3. Compelling Headlines are Essential- The best copywriters know that a great headline is one of the most important facets of any online copy. Your headline needs to sell a benefit or connect with the reader in some other way. A simple keyword phrase won’t do the trick. This is your chance to grab the attention of your website visitors. Make it count. 4. Content Must Reinforce Headline- Once you come up with a great headline, you need to make sure your content reinforces it. If your headline mentions a specific benefit, follow up on that by discussing it in your copy. In other words, don’t trick your readers by using a catchy headline and then talk about something completely different in your copy. 5. Converse with the Reader- To me, conversational copy is perfectly suited for the web. The internet is a social medium, so it only makes sense that your copy should feel personal to your readers. Remember, consumers are more wary when purchasing from companies online. Conversational copy that’s free of gimmicks helps them gain trust in your company. How? By making it seem like they’re interacting with a real person who understands their needs.