Website copy writing adapts traditional writing guidelines to solve some of the problems all web marketers face.
Typical challenges faced by website owners include:
- The back button! One click and your visitor can be gone never to return.
- People skim read web pages, so information has to be ‘digestible’.
- People have very short attention spans when the read online, so they can be easily distracted
- The sheer amount of competition you face online
- The need to rank well in the search engines
- The need to sell without being physically present
So what can you do?
Start by writing an enticing description of your website which you use on web directories or in search engine result pages (SERPs).
Next, Grab Attention with Headlines
Now that you’ve got them to your website, you need eye-catching headlines to arouse a desire. Then you need to hold their interest. Having looked at a lot of website server logs over the years, I can see when a website is under-performing – the visitor ‘length of stay’ stats say it all. Some people are outta there in seconds! Basically, if they don’t find what they are looking for they’re gone. To keep them reading you need to give them a reason to stay.
You can do this by putting the most important information at the top of the page in bullet points. Limit the bullet points to around 5 to 7 statements, or questions.
Write for your Target Audience
The writing style you choose depends upon your target audience. If you are writing for someone that is in your industry you can get away with using industry specific terms. Technical writing which is quite formal, can be used if you are presenting scientific information.
But otherwise … Bust that Jargon!
Jargon can creep into your writing, especially if you are so involved in a specialist area that you can no longer see the jargon. So, watch your writing for unnecessary jargon and acronyms and if you have to use them, provide a definition.
And… Remember to keep your Writing Simple
The wider your target audience the simpler you should make your writing. It should be straightforward, readable, and easy to comprehend. The less syllables you use the better, as this goes a long way towards increasing comprehension.
raelly cevelr: Aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it deosn’t mttaer in waht oredr the ltteers in a wrod are, the olny iprmoetnt tihng is taht the frist and lsat ltteer be at the rghit pclae. The rset can be a total mses and you can sitll raed it wouthit porbelm.Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe. Amzanig huh?