Ten Tips for Writing Effective Web Copy by Julia Hyde

Ten Tips for Writing Effective Web Copy by Julia Hyde

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 sites 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: 1520 words
Paragraphs: 4070 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. Its 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, shes come to your Web site to do somethingmake 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 readers attention and keeping it. Content is about selling. Make sure your content is driving your customers 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 youre going to use. Then carefully weave those words and phrases into your copy. Heres two Web sites that will help you find the right keywords and phrases for your site.

1. Overture

2. Wordtracker

5. Create Effective Headings

The heading is the most important piece of content youll write.

Thats because:

1. Internet users scan read and the first thing they read is your heading. If it doesnt grab their attention, theyll leave.
2. An effective heading can used in title tags (more about this later).
3. 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 sites HTML code like this:


ACME COMPANY HOMEPAGE


You can view a sites title tag by clicking VIEW then SOURCE on your browsers 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. Dont be tempted to put your company name in the tag (unless youre a well-known brand like Nike or Microsoft).

Instead put specific keywords relating to your business. For example, if youre 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. Its 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 readers attention or theyll 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 whats in it for them.

10. Edit. Edit. Edit. Then edit again

Mistakes in online copy are temporary and easily fixed, but by the time youve 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 backwardsyoull be surprised how many errors youll spot.


About the Author
Julia is an independent copywriter and consultant specializing in search engine marketing and copywriting, direct mail, press releases and other marketing materials businesses need to increase sales. Learn more about how Julia can help boost your companies profits by visiting www.juliahyde.com. Or email info@juliahyde.com. She'll get back to you right away.