Fri 13 / 11 / 15
Tips for Writing Web Copy
We like to think that visitors eagerly devour every word on our site. The reality is they don’t. They scan, looking for that golden nugget to catch their eye.
The internet is such a rich source of information. People have to make a snap decision whether your site is relevant. So first impressions count.
Typical Reader Behaviour
Research* into online behaviour shows that we:
- Read no more than 20% of words on a page and ignore anything that looks or sounds like an ad.
- Spend 80% of our time above the page fold (where most browsers begin to scroll).
- Sweep our eyes across the page in an F pattern, starting in the upper left hand corner, taking 2 horizontal swipes before moving downwards.
What does this mean when it comes to creating content for your site?
Tips for Reader Engagement
- Respect this F pattern. Left align text and use bolded headings front loaded with keywords.
- Keep your writing concise. Condense lengthy information into a bulleted list for skimming.
- Choose your language carefully. Opt for basic words and simple sentence structures. Don’t exaggerate claims and don’t use industry jargon.
- Make your content legible. Avoid capitals, italics and don’t underline anything that’s not a link – you’ll confuse people.
- Include calls to action. A big button in a contrasting colour is best for grabbing attention.
- Use imagery as well as text. Images result in more views and higher engagement rates. Create your own rather than use stock photography.
Keywords – Important or not?
Keywords form part of a page’s metadata. They help search engines like Google match queries with appropriate web pages. Yes, they’re important but don’t get hung up on them. Content that’s informative, relevant and reader friendly counts more.
To identify the most relevant keywords, you must know your target audience. Focus on words that will help them find your site. Use phrases that connect with their needs, wants and concerns.
Content & Design in Perfect Harmony
A successful site carefully crafts its content and design to complement each other. Visiting your site should be an enjoyable experience. If people find what they’re looking for quickly and easily, they’ll stick around. Once engaged, they’re more likely to buy from you than from your competitors.
Want to know more? Get in touch.
Marketing consultant & copywriter at SmallFish Marketing
* Research conducted by Jacob Nielsen
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