On Internet programmers and designers rule, not writer. Yet words drive targeted traffic to your site, carry content, make sale, convey marketing messages, persuade people to buy and make difference between your site’s success or failure.
Here are 10 tips for writing effective web copy:
1. Make sure content is easy to read
In online world, less is nearly always more. Write your copy for impatient, online reader. Here are some guidelines for length of your content:
Headings: 8 words or less Sentences: 15 – 20 words Paragraphs: 40 – 70 words
Page word count: 250+ words
Eliminate pompous words and fancy phrases. Effective online writing is not about impressing reader with your extensive vocabulary. It’s about communicating. Use short, simple words. Get to point. And then stop.
2. Write from me to you
The most powerful word in English language is “YOU”. Write for your reader, in a conversational tone, not for your ego.
Get to know your reader. Is there a common style or tone you need to use to reach her? Don't forget, she’s come to your Web site to do something—make a purchase, obtain information, sign up for a subscription. Make sure every word you write moves her toward a solution.
3. Drive Actions With Content
Content is about getting reader’s attention and keeping it. Content is about selling. Make sure your content is driving your customer’s actions. Then put that content on your home page.
4. Write for how people search
If you want your site to be found when people search web, use words your target readers use. Before you begin to write, sit down and think carefully about keywords you’re going to use. Then carefully weave those words and phrases into your copy. Here’s two Web sites that will help you find right keywords and phrases for your site.
5. Create Effective Headings
The heading is most important piece of content you’ll write.
1. Internet users scan read and first thing they read is your heading. If it doesn’t grab their attention, they’ll leave. 2. An effective heading can used in title tags (more about this later). 3. The heading can be placed on your home page as a link to content.
When writing headings:
Keep them to eight words or less Include important keywords Avoid use of adjectives and prepositions (and, a, the, of). Be clear and concise. Avoid wordy, wishy-washy phrases.
6. Write keyword-rich title tags
Title tags are a small piece of HTML code that appears in top bar of your browser. “For example, “Acme Company Home Page.” Title tags, along with meta keywords and meta descriptions, are one of several important factors in achieving high search engine rankings.