Web site writing
The copy (text) on your Web site is one of the key means by which you communicate with your market.
To communicate effectively, you need well-crafted Web writing, which meets not only the purpose of your communication, but delivers it in an engaging and interesting way – appropriately for the web.
People rarely read Web pages word by word; instead, they scan the page, picking out individual words and sentences. In research on how people read websites only 16 percent read word-by-word.
As a result, Web pages have to employ scannable text, using
- highlighted keywords
- meaningful sub-headings (not “clever” ones)
- bulleted lists
- one idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph)
- the inverted pyramid style, starting with the conclusion
Text is really important for robots, too.
Not only does your Web copy have to be well crafted for your visitors, it also has to be well crafted for non-humans like Google search-bots. When Google reads a Web page, it only scans the text looking for keywords which, along with other factors, determines your ranking for particular search phrases. So when we write, we have to balance our copy; compelling sales focused copy for humans and search engine rich structures for Google.
Don’t cut corners with Web writing. Your Web site is your main marketing showpiece and a well written site will trump a throw-together offering any day of the week.
The more you tell, the more you sell
Most Web designers make the mistake of focussing on flash graphics or dinky bouncing icons while ignoring quality copy-writing. Unfortunately, an engaged customer who wants to buy from you WILL scan your site for as much information as possible. In addition, Google prefers to index pages that contain more than 250 words per page. On both counts, you’re on a losing street if you cut the copy.