10 Tips for Writing Effective Web Copy

On the Internet programmers and designers rule, not the writer. Yet words drive targeted traffic to your site, carry content, make the sale, convey marketing messages, persuade people to buy and make the difference between your site's success or failure.

Here are 10 tips for writing effective web copy:

1. Make sure content is easy to read

In the online world, less is nearly always more. Write your copy for the impatient, online reader. Here are some guidelines for the length of your content:

  • Headings: 8 words or less

  • Sentences: 15 ? 20 words

  • Paragraphs: 40 ? 70 words

  • Page word count: 250+ words

Eliminate pompous words and fancy phrases. Effective online writing is not about impressing the reader with your extensive vocabulary. It's about communicating. Use short, simple words. Get to the point. And then stop.

2. Write from me to you

The most powerful word in the English language is "YOU". Write for your reader, in a conversational tone, not for your ego.

Get to know your reader. Is there a common style or tone you need to use to reach her? Don't forget, she's come to your Web site to do something-make a purchase, obtain information, sign up for a subscription. Make sure every word you write moves her toward a solution.

3. Drive Actions With Content

Content is about getting the reader's attention and keeping it. Content is about selling. Make sure your content is driving your customer's actions. Then put that content on your home page.

4. Write for how people search

If you want your site to be found when people search the web, use words your target readers use. Before you begin to write, sit down and think carefully about the keywords you're going to use. Then carefully weave those words and phrases into your copy. Here's two Web sites that will help you find the right keywords and phrases for your site.

1. www.overture.com

2. www.wordtracker.com

5. Create Effective Headings

The heading is the most important piece of content you'll write.

That's because:

  • Internet users scan read and the first thing they read is your heading. If it doesn't grab their attention, they'll leave.

  • An effective heading can used in title tags (more about this later).

  • The heading can be placed on your home page as a link to content.

    When writing headings:

    • Keep them to eight words or less

    • Include important keywords

    • Avoid the use of adjectives and prepositions (and, a, the, of).

    • Be clear and concise. Avoid wordy, wishy-washy phrases.

    6. Write keyword-rich title tags

    Title tags are a small piece of HTML code that appears in the top bar of your browser. "For example, "Acme Company Home Page." Title tags, along with meta keywords and meta descriptions, are one of several important factors in achieving high search engine rankings.

    Title tags appear in your site's HTML code like this:

    ACME COMPANY HOMEPAGE

    You can view a site's title tag by clicking VIEW then SOURCE on your browser's tool bar.

    Because search engines use title tags to gather information about your Web site you need to think carefully about what words you put in the tag. Don't be tempted to put your company name in the tag (unless you're a well-known brand like Nike or Microsoft).

    Instead put specific keywords relating to your business. For example, if you're a California real estate company, you would want your company to appear in search engine results for searches on keywords such as "California Real Estate" or "Realtors in California." So, you would use the keywords "California Real Estate" or "California Realtors" in your title tags. If you wanted to be more specific, or you prefer seeking business in a specific geographic area you would use keywords such as "Silicon Valley Real Estate" or "Silicon Valley Realtors."

    7. Provide links and connections

    The web is about linking information. Make sure your site links your reader to other information and other sites link to you. Never make your Web site a dead-end. Some search engines, including Google, are based, in part, on their ability to find you from links on other sites

    8. Write effective summaries, sentences and paragraphs

    An effective summary is who, what, when, where, how. It's about getting the information across in 50 words or less. Keep your summaries short and factual. Make sure they encourage your reader keep reading.

    Remember, keep sentences to between 15-20 words. Paragraphs between 40-70 words. Make your first sentence grab your reader's attention or they'll move on.

    9. Sell Benefits not Features

    If you want your Web site to sell your product or service you must write about benefits and not about features. A feature describes a product or service. A benefit is what the user gains from using that product or service. Don't say, " Our duvets are warm and comfortable," say "You'll be warm and comfortable in one of our duvets." Tell your customers how your product or service will make them happier, sexier, healthier, wealthier. In other words focus on making sure every line of your copy is dedicated to what's in it for them.

    10. Edit. Edit. Edit. Then edit again

    Mistakes in online copy are temporary and easily fixed, but by the time you've noticed your errors so have thousands of other people. Have two or three people proofread your text. Check it yourself for consistency in grammar, punctuation, capitalization, abbreviations etc. And finally, read it backwards-you'll be surprised how many errors you'll spot.

    About The Author

    Julia is an independent copywriter and consultant specializing in search engine marketing and copywriting, direct mail, brochures and other marketing materials businesses need to increase sales. To find out how Julia can help boost your companies profits visit www.juliahyde.com. Or email info@juliahyde.com. She'll get back to you right away.

    In The News:

    • pen paper and inkwell


    cat break through


    How Not to Write a Press Release

    Several years ago, when I was working for an agency,... Read More

    How to Write a Direct Mail Fundraising Letter (Four Tips for Fund Raising Success)

    1. Address your reader as a friend, not as "Friend."When... Read More

    Write Hard-Hitting Headlines With Magic Words That Sell

    Writing a killer headline for your copy is simple! You... Read More

    Real Estate Professionals Need You to Write for Them!

    Ask yourself these questions:Are you an experienced writer?Do you want... Read More

    Is Your Content Provider Selling You Ripped Content?

    Ripped content: well the term itself is self explanatory. Content... Read More

    5 Critical Mistakes Most Freelance Copywriters Make

    Think you have what it takes to be a freelance... Read More

    Website Promotion: 10 Secret Motivational Triggers That Make People Buy

    Unless you know the secret motivational secrets that make people... Read More

    10 Tips for Tech-Writers

    Tech-writing is a tricky business. It's not a very high... Read More

    10 Tips for Aspiring Freelance Copywriters

    Every week I receive a couple of emails from people... Read More

    The Secret to Drilling Down Deep in Your Target Market

    Here's another drill ripped out of the Field Guide for... Read More

    More Insider Secrets to Great Copywriting - Judging Your Target Market

    This week we're going to reinforce the training that Recruits... Read More

    7 Formulas for Articles That GET READ!

    Many of us have been asked to write an article... Read More

    Top 8 Techniques - Secrets - Create Ad Copy For Your Business To Sky Rocket

    Perhaps the most important benefit in the material that follows... Read More

    What A Ghostwriter Needs To Do To Earn Top Dollar

    The huge demand for writers online is really for ghostwriters.... Read More

    7 Easy Tips on How to Improve Your Sales Letter Instantly

    Would you like to get more sales from your online... Read More

    Cleaning Up Your Copy

    When you are beginning to write, you gather as much... Read More

    Freelance Copywriting Advice #1: Take the Scary Jobs

    From time to time you will be faced with an... Read More

    Write Benefits in Your Headlines to Deliver the Dream!

    When you create headlines, do you put benefits into your... Read More

    Writing Tips for Your Website

    Now that your website is up and running, it's time... Read More

    Professional Copywriting Services - How to Provide Your Own

    Just because you're running a small business doesn't mean you... Read More

    Headline Writing Can Lead To Fortunes: Here Are The Basics Of Writing Headlines

    Headlines attract attention. Headlines generate interest. The time spent writing... Read More

    Freelance Copywriters on the Internet: How to Tell the Difference Between Heaven-sent and Hack

    If you're hunting for a good freelance copywriter and have... Read More

    3 Steps to Great Copy

    Nothing irritates me more than being told that there are... Read More

    How To Find Freelance Copywriting Jobs

    Your goal is to land a few nice, secure freelance... Read More

    Who is Your Customer?

    When you want to sell something?anything? you need to first... Read More

    8 Reasons to Outsource Your Copywriting

    Thinking of hiring a staff writer? Think again. Below, I... Read More

    3 Steps To Better Sales Copywriting

    Whether you're wet-behind-the-ears or a seasoned copywriter, your craft will... Read More

    Getting Paid for Your Articles

    If you've been writing web articles to help promote your... Read More

    How Cliffhanger Paragraphs Capture Readers

    About 50 years ago, movie serials kept theater crowds coming... Read More

    Sales Headline Copywriting ? Two Quick Steps to Success

    Get a Good Start for Sales SuccessThe headline to a... Read More

    Subtle Emotion - The Key To Copy That Works

    Say the word "emotion" to a man, and he'll immediately... Read More

    Touching the Prospect?s Emotions in Your Sales Letter

    Your prospect has emotions? and you MUST touch these emotions... Read More

    Copywriting for the Web: Do You Have What It Takes?

    In the world of web copywriters, many will try, but... Read More