Writing for the web
Posted on February 24, 2009
Writing your own copy for your website is not the same as writing home to Mom. Here are a few things you need to keep in mind:
1 - Stay on topic
So many websites ramble on and on. Know what you want to say and stick to it.2 - Get right to the point
This isn’t a novel. Jump right in or you will lose your reader.3 - write short sentences
The viewer seldom wants to spend a lot of time reading. Long sentences make your copy look too thick.4 - Use bullet points or numbered lists
Web readers love bullet or numbered points. They can glance at your info and get what they need.5 - Think like your readers - what matters to them
Your readers don’t care how proud you are of your company or that your great, great grandpa started the business. Write about what matters to them. What will make their life better? Why should they use your business? How will working with you improve their income, relationship, or whatever it is you can offer them. When you write, pretend you are your reader.6 - Include key search words - especially in the first few paragraphs
This is a big deal. What are the key words that people might use to find your website? Find ways to build them into your copy. Search engines will often pick those up in the first couple paragraphs.7 - Put it away and review tomorrow
No matter how brilliant you think your copy is, sleep on it. You’ll often find things you want to take out or edit.8 - Write your headline last and make it pop
Your heading is important and deserves extra effort. Once you are done with the body copy you will have a more focused idea for a title. Remember, the headline is what pulls people into your article.9 - Chec spellling, check selling, check spelling
Nothing throws a reader off more than misspelled words and typos. They often feel that if you can’t take the time to check your own copy, you may not be careful with their work. And, don’t just rely on spell check software. If you type ‘you’ when you meant ‘your’ the checker won’t get it.10 - Ask someone to read it
Try to have someone else read it and see if they understand what you are trying to say11 - Find your voice
How do you want to relate to your readers? Do you want to be relaxed and homey or more formal? What best reflects the relationship you should have with your readers?12 - Have fun
Write about what you know and what you love. Your readers will pick up on your enthusiasm and see you as an authority.
There’s a lot more to say on this, but twelve is a good number; I’ll take my own advice and keep it short!
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