Write for readers scanning text.
Simple, clear statements understood at a glance.
Readers don’t read web copy; they glance at it. This is totally different to how print copy is read.
Web visitors make quick decisions. Scanning, while on the hunt.
Visitors only read 25% of the words on a page.
Do you have what they want? Can they locate it?
Your web visitors fly by. So, it’s vital to put your most important points first. They don’t have time for an essay.
People love simplicity.
Distill the complexity of what you offer into something brief, meaningful and engaging.
Use a checklist:
- Is your headline clear?
- Do your sub-headings summarise your key points?
- Does your image communicate your message?
- Can you use easy-to-scan bullet points to reduce wordiness?
How to persuade.
Confidence is key.
Use the active voice. Ensure the subject of your sentence is doing the action, not being acted upon. Limiting the passive voice to at most 10%. Yoast provide a good explanation of the difference between active and passive voices.
Use positive language.
Make your readers feel empowered by your solutions.
Everyone hates being oversold, too much jargon or sales with a covering of slime. If your website visitors don’t trust you, they’re not going to buy from you.
Make people feel something.
Add some feeling and warmth to your pages. Let your readers imagine how much they will enjoy working with you. Make them see how easy it is to use your services or how happy they’ll be when they use your products.
Captivate your audience with emotional. Dazzle them with sweet smells.
Tell a story. Generate connection with your reader through storytelling.
Banish weasel words such as “might”, “may”, “wish”, “try”, “could” and “strive”. Replace them with “will” and “can” or try getting rid of them altogether.
Replace long words with short ones. You will look smarter.
Avoid jargon and repetition. Simplicity is king.
Use the word “you”. Write as if you are speaking directly to your customers.
Keep your sentences short. Cut longs ones in half.
Don’t be afraid. A two or three-word sentence is fine.
White space is your friend.
- Try to keep paragraphs to three or four sentences or less.
- Don’t crowd. De-clutter, it will make the text easier to read.
- Change some paragraphs into short lists or bullet points.
Have you thought about headlines?
Use lots of clear headings
Use headlines to lure readers into your page and encourage them to keep reading.
Break long headlines into a headline with a sub-heading.
Questions can make a great heading.
Remember to use images to:
- Communicate your ideas.
- Break up your text up.
- Add space.
- Lure readers in.
- Make the page easier to read and understand.
Don’t forget Search Engine Optimisation (SEO).
Writing using the words your readers would when doing a web search.
- Include your most important keyword in the page title.
- Use your primary keyword(s) in the first sentence on the target page.
- Include common alternatives to your keyword throughout your web page content.
- Use words related to geographic location in conjunction with your keywords, if your business targets a specific area.
Have you remembered to include “Calls to Actions”?
Calls to actions guide your visitors through the purchasing journey. They are the sentence or button that make the sale and close the deal.
We can provide copywriting services with you website design
Looking for tools to help?
The free online Hemingway editor highlights difficult to read sentences. It also identifies passive voice, weak adverbs and words that can be simpler.