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If your website could talk it might say more about your company than you realize. The words you use establish (or undermine) your credibility. They can persuade visitors to take the action you want, or click to your competitor's site.
Writing for the Web is Different
Writing for the web, where your readers are also visitors, is a challenge. Good web copy attracts traffic from Search Engines, provides useful information that helps visitors accomplish their goals, and persuades browsers to become buyers. How can it do all that?
What You Click is What You Get
You may not consider navigation to be copywriting, but choosing the right words helps visitors move through your site. Don’t make us guess what we might find when we click on a link. Links should be understandable and unambiguous.
Links Within the Text
Within your text, too many links disrupt the continuity and may confuse your visitors. Ideally place links at the end of a sentence or paragraph. You can improve your Search Engine rankings and emphasize links with keywords. Avoid “click here” links. It's better to say: "See this article on copywriting for the web."
Copy is Brief
Write for your visitors. Use language we understand. Delete the jargon, marketing fluff and happy talk. Keep instructions brief. Everyone’s busy, so tell us what we need to know and what to do next.
Looks Matter
It’s not just the words you use, but their layout and visual impact that influences how visitors perceive your site. Clear page titles, summaries, headlines and sub-headers make text easy to scan. Short paragraphs, tables and lists help us find what we’re looking for. Text color, font, size and position on the page can reinforce the key action steps.
It's All About Me
Me, the visitor that is. Ask not what your business wants to say, ask what your visitor wants to know. Focus your words on MY needs. I’ve come to your site for a reason. Help me achieve my goals and I’ll feel good about myself-- and your company.
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