Writing for Your Website
01 Jan 2005 | Angie H
Recent studies have shown that 79% of web users don't read online content word-for-word. It probably has something to do with another interesting figure: Reading online is 25% slower than reading on paper. Unfortunately, many people continue to make the mistake of writing poorly for their websites. Here are some tips to help you write better content for your site.
Write for both - users and search engines Search engines today rely on a page's content just as much, if not more, than keywords for indexing and ranking purposes. Try to include those keywords into your text.
Don't forget your audience While keeping "marketese" to a minimum, remember that a visitor's primary question is, "What's in it for me?" Be sure to tell visitors what benefits they get out of your products or services.
Use an objective, somewhat informal writing style Too much boastfulness, "marketese" or overly formal text is easy to stumble on - casual copy is easier to read. Keep it simple and your readers will keep reading.
Keep it short and easy to scan Your site content should be about 50% less than what it would be for a printed piece. Break information up with short paragraphs (maximum of 3 or 4 sentences), subheads, highlighted or bold words, bullet points, etc.
Limit scrolling through links If you have a lot of information you need to convey, split it up into multiple pages. Users don't like long scrolling pages. Breaking the info up on more than one page also gives your site (and thereby your business) a sense of depth.
Keep it interesting Your copy should invite the user to keep reading and to dig deeper into your site. "Learn more" links are a perfect segue.
Hire a pro It's not just that they do it for a living. They do it for a living because professional copywriters will get you results. Just make sure the one you hire has experience in writing for the web.
