WRITING COPY FOR THE WEB

At a first sight, there is no difference about writing copy for the web, or writing copy for traditional print media. In fact there should not be a significant difference between the two, but still exist some elements that make all this process distinct.

1. Have a specific skill. Firstly, you need to understand the basics of the web, how it works and what it needs. You have to understand the way a spidering robot reads html code and what elements it looks for. It is more like writing copy for adverts, brochures or exhibitions than writing books or articles.

2. Say less, because according to some research people rarely read Web pages word by word. Instead, they scan the page, picking out individual words and sentences. Eliminate pompous words and fancy phrases. Effective online writing is not about impressing the reader with your extensive vocabulary. It's about communicating. Use short, simple words. Get to the point. And then stop.

3. Drive Actions With Content. Every page should be written as if the user has not seen the rest of the site. Content is about getting the reader's attention and keeping it. Content is about selling. Make sure your content is driving your customer's actions. There are three ways in which an existing text can be adapted to make a website more usable:

1. Using objective language. The usability of the information on a site can be improved by 27 per cent by using neutral language rather than exaggerated language.

2. Making the text scannable. Modifying text to use bullet points, instead of lists within the body copy, improves usability by 47 per cent.

3. Making the text concise. If the word count is cut by half, usability will be improved by 58 per cent.

4. Create Effective Headings. A strong, attractive headline at the top of a page can make the difference between the page being read or ignored. Once you've attracted the eye, a headline needs hooks to catch your reader's attention. The heading is the most important piece of content you'll write. When writing headings you have to: ?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.

5. 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 you're going to use. Then carefully weave those words and phrases into your copy.

6. Use Active voice. English grammar uses two 'voices': active and passive. Active is good, passive is bad. This is because passive voice uses slightly more words than Active, and takes slightly more decoding. e.g.: "Upload new contact information on the contact us page" is better than "New contact information can be uploaded on the contact us page”.

7. 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. Tell your customers how your product or service will make them happier, sexier, healthier and wealthier. In other words focus on making sure every line of your copy is dedicated to what's in it for them.

Read more at rtdesignstudio.com