Ten Tips for Writing Effective Web Copy
On the Internet programmers and designers rule, not the writer. Yet words drive targeted traffic to your site, carry content, make the sale, convey marketing messages, persuade people to buy and make the 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 the online world, less is nearly always more. Write your copy for the impatient, online reader. Here are some guidelines for the length of your content:
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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 the reader with your extensive vocabulary. It's about communicating. Use short, simple words. Get to the point. And then stop.
2. Write from me to you
The most powerful word in the 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 the 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.
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4. Write for how people search
If you want your site to be found when people search the web, use words your target readers use. Before you begin to write, sit down and think carefully about the 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 the right keywords and phrases for your site.
1. Overture
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2. Wordtracker
5. Create Effective Headings
The heading is the most important piece of content you'll write.
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That's because:
1. Internet users scan read and the 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).
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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
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Avoid the 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 the 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.
Title tags appear in your site's HTML code like this:
ACME COMPANY HOMEPAGE
You can view a site's title tag by clicking VIEW then SOURCE on your browser's tool bar.
Because search engines use title tags to gather information about your Web site you need to think carefully about what words you put in the tag. Don't be tempted to put your company name in the tag (unless you're a well-known brand like Nike or Microsoft).
Instead put specific keywords relating to your business. For example, if you're a California real estate company, you would want your company to appear in search engine results for searches on keywords such as 'California Real Estate' or 'Realtors in California.' So, you would use the keywords 'California Real Estate' or 'California Realtors' ......
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