Tips for Writing Web Copy

Clients are always looking for ways to keep the cost of web development to a minimum. One of the ways they can help is to provide some of the content for their new site. While we always agree that they know their company best, writing for the web takes a different skill set than regular writing. Here are a few tips to help you craft usable, compelling web copy.

  • Use succinct, concise sentences. Get to the point using as few extra words as possible.
  • Write in the active voice using power verbs.
  • Speak to the benefits for the end user – how do you help them meet their goals?
  • Use terms such as “You, your organization, client companies, etc.”, not “we, our, us”. Remember, it’s about them, not about you.
  • Shorter paragraphs or brief intro with bullet points preferred over long paragraphs, where applicable. People have short attention spans and won’t read longer copy (for the most part). They want to get in, determine if you solve their problem, and get out as quickly as possible.
  • Use a call to action – call us today, download our free guide, signup for our newsletter, etc. on every page. You want the end user to take action with your organization.
  • It’s OK to repeat important points across pages – you’re never sure which page someone will enter on or how they will move through the site.
  • Incorporate SEO terminology so Google’s algorithms can determine what your copy is about.
  • Best place to use SEO terminology is in headlines, sub-heads, beginning and ending of paragraphs.
  • The Thesaurus is your friend! Helps to find new ways of saying the same thing. I like www.thesaurus.com
  • In the end, remember that you’re writing for real people over the search engines. If it sounds funny with too many SEO terms included, change it up!
  • When you tink you’re done, plug the copy into the “We We Calculator” to see if you’re writing to yourself or to your target audience.