Sep
04
2014
Five tips on writing great web copy
Any good web writer knows that the more you write, the less they read. As early as 2006 researchers did eye tracking studies following users' eyes with lasers to see how they look at a screen. These studies showed two things: users don't look at much; and they don't look at it for long.
So as web-writers, we need to write strong first paragraphs that catch our readers' attention and reassure them that they will get what they need from the rest of our content.
Five tips on writing great web copy
- Tell them everything in the first paragraph. Answer the questions: what; where; when; who; how; and why - and promote the benefit to the reader.
- Use short words instead of long. Say ‘use' not ‘utilise', ‘help' not ‘facilitate'. It sounds less formal and helps with your search engine optimisation.
- Write short sentences and paragraphs. Try and follow the rhythm of speech.
- Use subheadings every two to three paragraphs - readers are more likely to enter the text if they know what it's about.
- Avoid links like ‘click here' and instead make keywords your hyperlinks. It helps with search engine optimisation and makes the navigational experience more intuitive.
Join our Digital writing: writing for websites, enewsletters, blogs and other social media course at the Centre.
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