Maybe you’ve been writing copy for various outlets for many years, so you’re sure there won’t be any problems turning out website copy. You could be wrong! Although writing copy of any type has some basic rules, writing copy for a print publication is much different than composing content for a website.
Before you sharpen your virtual pen and dive in, here are some proven tips for writing quality site-ready copy and avoiding major pitfalls in the process.
Make it Short and Sweet
When it comes to writing website copy, shorter is better. That doesn’t mean you give up quality in the process, however. The goal is to produce website content that is clear, concise, and relatable. Gone are the days when writing long-winded sentences and winding narratives would catch a reader’s eye.
Online, a reader’s attention is hard to catch and even more difficult to hold. Make your web copy short, sweet, and packed with information. Get to the point, and get to it quickly. Web audiences won’t wade through pages of boring introductions or tedious purple prose. Instead, aim for copy that gets to the main point quickly, with little fanfare.
Watch Your Word Count
This advice dovetails with the previous rule of keeping your website copy short and sweet. Not only should you keep your word count pared down when writing for websites, but you should use words that are easy to read and digest.
Trim your sentences so they’re brief, yet powerful in effect, and watch for run-on sentences. In addition, break your writing into smaller segments instead of a single presentation that isn’t segmented into paragraphs or sections. When readers see a huge block of text, many of them will check out. Give them smaller bites to chew on. Remember: Shorter copy IS better!
Not sure what’s meant by short and sweet? Web pro News has listed length guidelines that are worthwhile to follow. For example, your headlines should be no more than eight words, if possible. Keep sentences to no more than 20 words – fewer if possible. In addition, shoot for paragraphs that have between 40 and 70 words, but no more. Finally, website pages shouldn’t run more than 250 words – unless you intend to scare readers away.
Mind Your Headings
Online readers are scanners, so that means the first thing that will attract their attention is the heading of an article. If the heading is confusing, dull, or vague, readers will move on and not bother reading the article at all. Your mission, first and foremost, is to make sure your heading is unique enough to grab readers’ attention and pull them into the rest of the article.
To write a heading that will capture your reader’s attention, shoot for strong verbs and nouns, using words that are vibrant and active. Craft a hook within your heading that will draw in your audience and make them want to read more, such as “10 Ways You’re Ruining Your Marriage.” Attempt to elicit an emotional response from them in some way. In the previous example, pairing the words “ruining” and “marriage” definitely evokes an emotional response for some readers.
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