How To Write Copy For The Web
If you’ve been to public school chances are you know a thing or two about writing essays. But what do you know about how to write copy for the web?
It’s no secret that copy writing is essential to any business owner. Great copy can mean the difference between customers beating your doors in to get a piece of your product and your company landing flat on it’s face.
In school you learned that the key to a great persuasive piece is to use around 5 lengthy paragraphs. Each paragraph should illustrate a different yet equally powerful claim. Finally the icing on the cake is to hammer your points home with a conclusion where you tie up any loose ends and leave your reader speechless and without question.
However, when it comes to writing copy for the web…throw all of those rules out the window!
Make It Easily Scannable
When it comes to printed text, people normally read a majority of the content following the regular flow of the text. However, when it comes to content on the web they start with the headline. Followed by reading the very beginning of the article. Then they will scroll down to read any other headlines and scan bulleted lists.
While they are scanning, they are ultimately trying to see if there is anything that they are interested in reading on the page as well as trying to absorb any important information.
Because of this, make sure that you include the most important points in the first paragraph. Use headings to tell the audience what each block of text is about and break up content into lists when necessary. All of these make it easier for your website visitors to get what they need quickly and absorb the information faster.
Use An Authentic Voice
When someone speaks to you face to face, you automatically stop what you are doing, face them and ultimately listen. That is, unless you’re incredibly rude. But, what does this tell us?
What this tells us, is when it comes to writing for the web we must use what is known as an “authentic voice”. Speaking in the first person and referring to your audience as “you” helps the reader to visualize being spoken to. And therefore the reader feels more involves and more compelled to actually read your content.
In your writing style, you should attempt to change it up from speaking as if you are writing a 5 paragraph essay for your incredibly strict AP English teacher to a more formal, casual and conversational tone.
More Tips For Online Copywriting
- Break up large blocks of text into lists when possible
- Make use of pictures, block quotes and styled text to give users some variety
- Since users are scanning the text, make your point in a few different areas (through text, pictures & lists)
- Research your market so you know what tone and vocabulary to use when speaking to them
That’s it for this article. If you’re learning how to write copy for the web, we’re in the same boat you are! We’re all learning a bit more each and every day. Thank you for reading and please be sure to leave your questions, comments and concerns below!