Copywriting For The Web
Alongside the fundamentals of any good
writing - impeccable spelling, punctuation and grammar - copywriting
for your the web is all about grabbing attention, keeping
attention, and ultimately getting a result.
That 'result' may be a sale, or it may be an enquiry. It may
be encouraging someone to sign up to your newsletter or to
provide information about themselves. Your aims are key to
effective copy. |
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Clear
Design UK Ltd Details |
Clear Design UK Ltd
1 Gas Ferry Road
Bristol
BS1 9UN
Registered in England and Wales
Company Number: 4597034
t: 0117 9300222
e: info@cleardesignuk.com
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| The Web As A Unique Medium |
Online copy requires short, sharp paragraphs
that contain lots of bullet points, headings, sub-headings
and paragraphs. The text should be highly focused and targeted
towards your customer.
The vast majority of online surfers skim-read, so keep your
sentences short enough for people to get a grasp of what you
are trying to say - even if they are in a hurry.
Never use a long word when a short word will suffice
do. |
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| The Basics Of Copywriting For The Web |
The basics of writing great online copy are
to keep things:
• Short and snappy
• Informative and friendly
• Passionate - but not a sales-pitch
• Aimed specifically at your target audience
• Aware of search engines |
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| It's About Your Audience - Not You! |
Whilst long company histories and statements are
undoubtedly interesting for those involved, your website visitors
are not reading your website to be altruistic. They want to
know the benefits for them,
so make sure this is the focus of your copy.
All pages of your website are important - but your homepage
will be most people's first impression of you - so take particular
care over this. |
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| Copywriting With Search Engines In Mind |
Web pages should be written first-and-foremost
for your website visitor.
If search engine rankings are important however, then each page
you write should be focused around a particular phrase. This
theme will be the phrase that you would like to be found for
by a potential visitor searching for your services in a search
engine.
As far as search engines are concerned,
there are a few rules to follow:
• Have at
least 200 words/page
• Target your copy towards 1
(maximum 2) phrases per page.
• Find out what people are searching for by using keyword
suggestion tools such as that offered by Overture. |
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| Credits |
| This copywriting
for the web article was written by Bristol's Clear
Design UK |
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