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 to Make the Most of Your Website Copywriter

    Many people feel uncertain when dealing with copywriters. Like any... Read More

    Should You Use Testimonials When You Create A Web Site?

    You've probably seen web sites with testimonials - they can... Read More

    Why Copywriting Is The Secret To Your Online Success

    Over the last decade, the number of companies selling their... Read More

    Segmenting Your Target Audience Through Your Copywriting

    Ask any copywriter what the first commandment of copywriting is... Read More

    Sowing the Seeds of Opportunity: How to Multiply Your Freelance (Writing) Work

    You can turn your $200 fee to write a press... Read More

    Long Copy vs. Short Copy? If You?re Still Debating This, You?re Missing The Point!

    I've seen this ongoing debate debate jump up again recently... Read More

    5 Ways to Instantly Improve Your Copy

    1. Isolation technique It doesn't matter how good your... Read More

    Its Time To Start That Swipe File

    Just as great fiction is an art, so is great... Read More

    How to Develop a Killer News Hook

    When you are going to write a press release probably... Read More

    Your Article Headlines will Make or Break Your Business

    Most people with an online presence will have to regularly... Read More

    Ghostwriting: Your Questions Answered

    Many people feel they have a story to tell or... Read More

    The Number One Copywriting Technique That Makes Your Prospects Read Every Word You Write

    How does this sound?Today, I'm going to show you how... Read More

    Quotations as Expressions in Life

    Quotations are expressions, usually in the spoken form or in... Read More

    10 Things You Should Expect From Your Website Copywriter

    As websites and electronic commerce are becoming more and more... Read More

    Steps to a Writing an Effective Press Releases

    Want to get the most media attention and spotlight for... Read More

    What Is Persuasive Copywriting And How Can It Help Your Business?

    Persuasive copywriting is what draws the attention of prospective customers.... Read More

    How To Test The Body Of Your Sales Copy For Weaknesses

    Your sales copy is the life source of your business.... Read More

    Getting Over Copy Shock

    A few weeks ago I wrote some copy for a... Read More

    3 Tips For Writing Content That Will Make You Sales

    Content is king. Without content your website is an empty... Read More

    Are You Making These Press Release Mistakes?

    You've done it. Gotten that press release written. Now you're... 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

    Want a Sticky Site That Sells? Forget Content!

    An interesting debate is currently raging among copywriters, web designers... Read More

    Writing Effective Sales Copy

    Whether you run a home-based business or Microsoft, one thing... Read More

    Are You Asking the Right Questions in Your Copy?

    It's a common approach to writing copy. You begin by... Read More

    Knowing Copywriting Basics - How To Get Ahead In Your Copy Writing Business

    In order to get ahead in your copy writing business,... Read More

    8 Reasons to Outsource Your Copywriting

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

    A Little-Known Secret To Writing Sales Copy, For Serious Copywriters Only!

    Have you ever wondered how your copy sounds to your... Read More

    Be That Copywriter Everyone Wants to Work With

    So many copywriters think that it's enough to be a... Read More

    Dont Forget The Copywriting

    Copywriting And Content CreationOne of the most important, but often... Read More

    Content is King

    IntroductionA pencil. Yes, a pencil. In my opinion, every great... Read More

    How You Can Become A Freelance Business Plan Writer

    As with any business, becoming a freelance business plan writer... Read More

    Making Your Purpose Your Business Step #4 - Organizing & Developing Online Content

    If you have done your homework then you are ready... Read More

    Freelance Technical Writers - How Much Are You Worth?

    Where can you find out about freelance technical writing pay?... Read More