Words for the web



I’ve been writing copy and working in the world of marketing for 16 years, continually entranced by the magic of words and how, when well put together, good copy can seduce a reader and draw them in to the world that the words are talking about.

Here are 10 steps to achieving effective web content that engages and inspires:

1. Analyse your audience. Who are your customers. What do they do? Why are they looking for your site? This is who you are talking to and it’s important that the tone of voice of the content talks directly to your customers.

2. What do you want to achieve with your copy? Do you want to sell products, or services? Is the site information led or is there a strong call to action?

3. Keep the copy concise, readable, accurate, scannable and compelling. So much so that the reader continues to read until they are compelled to take action. Find a ‘purpose’, ie: what you’d like the reader to do, and then make every word count towards that purpose.

4. Create imaginative and eye-catching headlines. These will help to keep the reader interested and involved, and for every headline you can include a relevant keyword phrase as well as a statement that compels your reader to take action.

5. Remember the branding, and communicate it. It’s important to keep mentioning the company name and/or tagline throughout the site to remind the reader of the core nature of the business. The tone and emotion of the content can also reflect the key principles and convictions of a business and its branding.

6. Use bullet points. It’s easy to get carried away and be inspired to write lengthy copy. However, web readers have a limited attention span and want quick and easy words and information that they can scan through and take action on.

7. Be consistent. Consistency is one of the golden rules of good web content. Be consistent in a rhythm of words, for instance don’t switch to long sentences on one page if you’re writing in short, choppy sentences on another. Everyone has a different style of writing so don’t be tempted to use a different copywriter half way through.

8. Write compelling ‘calls to action’. Keep your customers clear about what you would like them to do and how you would like them to do it. Be direct, and say exactly what you mean. Readers don’t have time to look for hidden messages or ‘difficult to find’ contact details.

9. Link strategically. Combine good web content with effective search engine optimisation. Keyword links bring better page ranking. Use keyword links correctly and you could end up on Page 1 of Google for your keyword terms and phrases. Also, keyword-link one page of your site to the next, so that all are linked together and can be found by the Web spiders.

10. Trim, chop and re-read. Keep going back and reading again and again until you are 100% happy that the web content is consistent, reads engagingly, effectively and expressively, is jargon-free, and guides the reader through to the ultimate ‘call to action’.

Do you need help with your web content copywriting?
I specialise in providing web site content that keeps a reader engaged and pushes the ‘call to action’. Contact me for a free, no obligation quote.