The most important point you make is in the conclusion — at the end of your essay! When you arrive at a website you want to see it sells sofas. And secondly, you want a search box so you know you can quickly find out what the red three-seater sofas are like.
Or maybe your copywriter needs to understand medical terminology, so you like to see a headline like copywriting for the medical industry. Once they understand what you do, they might want to know some important details. Journalists call this way of writing the inverted pyramid.
In newspaper articles the most newsworthy information comes first before details and background information. Even if you only read the first paragraph of a newspaper story you still understand the big picture. Your customers want to know the big picture first. What do you do? Or what can you do for them? Clever phrasing requires people to think. So keep your web copy as simple as possible.
Your web visitor is hunting for information or products. Ensure he can understand your most important information by just glancing at your web page. As Web readers, we are hunter-gatherers once again — only this time, instead of scanning the horizon for prey, we scan pages for carewords.
When we see these words, we click, we act. What will you search for: Nobody searches for cost-effective flights. Carewords are the words people are looking for. We often like to make ourselves sound better than we are.
We try to embellish what we do. We try to sound scientific, fancy or special. How short should your text be? That maybe an overly demanding target, but give it a go. Set yourself a challenge and make your text as short as possible. Now, imagine people pick up a book and start reading somewhere completely at random. Possibly at the beginning of the last chapter, maybe in the middle of chapter three, or at the last page of chapter one.
Most web visitors will not start reading at your home page. They may arrive on any of your web pages. Include a button or link to guide people to take the next step. Lure potential customers to your website by providing useful information. Reduce noise and add white space. Not only will it make your website easier to read, it will also increase your perceived trust source: Start My Free Course Recommended reading on writing web content: A point website checklist to avoid pesky content failures Get inspired by these 21 snazzy copywriting examples How to write a blog post.
So the copy has to appeal to them. The only thing I wonder about is.. You just make sure people get your most important messages first. Nice…I agree with everything you have said how often do you read that in the comments section.
A full-size website appears to be ok for full-size tablets source. For small screens like small tablets or mobiles the need to be concise and cut text is even stronger. Research suggest that comprehension of text is lower on mobiles than on desktops because of the lack of context you can see less text at once on a small screen.
This means you have to use even shorter sentences and simpler words to get your message across. I agree with all you say Henneke.
I think it was Blaise Pascal who said that. Maybe several people have said something similar? Let me know if you have some further questions? Write for scanners and lazy people. Funny but definitely true. Nowadays so many scanners around! Oh and the write the best one first? Working on some web copy re-write right now and this was just what I needed to guide me in the right direction! This is a very helpful article. We always scans for those keywords that may have relevance to what we are searching.
And that websurfers tend to be lazier than their counterparts. Hello Henneke, thanks for a very interesting article. How does this technique work with the text to image ratio and do search engines also like to be able to scan read?
Text to image ration is tricky — it really depends on what a site is selling. Search engines do pay more attention to text in headlines and subheads, so in that sense they try to mimic a human scanning a website. Thanks for a very informative article. So easy to get carried away and write pages of text. I picked this article from about 10 I shortlisted from a Google search.
Reading the article made me realise why I picked this one. Proves the concepts mentioned here. Thank you for sharing all of these tips, I agree that important points should be at the start so that the readers will capture it easily. We should be creative, but we should not forget that we also have to be direct to the point. I liked each and every suggestions mentioned above. You got yet another reader. Your website helped me a lot for writing good articles. So… I am reading Guy kawasaki on enchantment because I know my website sucks.
I Google enchantment and find your blog article on the subject. We have to make our writing work at both levels. You may find this article about turning scanners into readers useful: Thanks a lot Hanneke your advices are straight to point and a complete guide i was looking for. It takes 9 months for a baby to be complete in a womb and ready for the outside atmosphere, with these 9 tips I feel ready to deliver that on my website.
Went through the whole article and I appreciated that you actually used your recommendations within the article itself. Thank you for the advice. One additional idea for this site could be making use of the width of the page I need to zoom out or scroll like crazy to scan the article.
Working on a new informational site for a service industry my husband and i are starting locally. Every point you mentioned is part of the big game of creating content that makes you stand out from the crowd. Very useful information Henneke. Thank you kindly for sharing. As a newby, this whole web content exercise is a bit overwhelming but your article offered amazing techniques and tips.
As someone who is just beginning to look into writing for a website, I had to look up what SEO meant… would have been nice to have the acronym spelled out in the text unless it is and I missed it.
I LOVE the metaphor about web readers being animals. The first site in my Google search for web writing was terrible.
The points either addressed writing rules in general or claimed rules true of print writing but not of web writing. But it inspired me to write! Yes, I agree with you that print reading might becoming more similar to web reading.
I completely agree with the fact that reading a book and reading something on a web page is very different from each other. I am a content writer myself and few points mentioned here are sure to be helpful in my future work. This article works to me as like a bible for new web content writer. I used to write thousands of word on my web page but could find any significant amount of visitors, after reading this article i have decided to wash my brain again and it works superb.
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But in the content writing and editing process, you might identify opportunities to use some portions for future content (with additions or modifications). From a search engine optimization perspective, longer content is always best. A website, for example, can get by with shorter pieces if it becomes authoritative through its age, the number.
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