Writing Great Content for the Web - Top 10 Tips

From Anthony Burke - WSI Digital Marketing

Top 10 Tips on How to Write for the Web

Writing for the Web is very different from other forms of writing and when writing for the web, you should always keep the following comparison in mind - the Internet is like a jungle and web users are information hunter gatherers who are foraging in the information jungle. Typically, the majority of web users only scan websites when they are looking for useful information. So it is important to write in a way that promotes conciseness, scan-ability and objectivity. I have worked with John Bancroft at Incognate and learned a lot. John is a great copywriter and taught me how to write better copy for the web.  John Bancroft at Incognate runs a great copy writing service and we have worked together on several projects. So what have I learned and what are the best guidelines to follow to make sure you are a successful writer on the web?

1. Be Clear and Concise

The majority of Internet users have a low attention span really only scan websites for the information they are looking for so good website writing must be clear, concise and to the point. A general rule of thumb is that the word count for websites should be about half that of traditional writing. You want your visitors to get the main point of each paragraph as quickly as possible. Long and complex sentences or abstract language will not work well on the web and will drive users away from your pages.

2. Divide into your text into manageable chunks

As a good web copywriter you have to break the text into chunks and make them easy to read  for readers who are glancing through your pages.  Dividing these chunks of text up with clear subheadings and telling the reader what the next paragraph is about is a good way of engaging your web visitors. Readers can then quickly decide whether your site is right for them without even having to read any of the “finer print.” One great tip is to use bulleted lists because they are a great way to provide the most important information in a quick and easily understandable format.

3. Check your copy with different browsers

Make sure you understand how your website looks in each different browsers and with different screen sizes so that you know what visitors see when they come to your site. Make sure you know how much of your home page is seen before having to scroll down, and make sure that the most important and eye-catching information is placed at the top of the page before the scroll. Google has a useful tool to show you how much of your web page is visible to most users.  You can see it here xxx

4. Try to Draw Readers In

Often, website homepages are organised so that users can click and navigate to other pages on the site via several options. Three things are important to make sure that your pages grab attention:

• headlines
• deks
• related photos or multimedia

Printed materials like magazines and newspapers rely on their headlines to attract passing news buyers at newsstands. Website copywriters need to make sure that the headlines work in a similar way because headlines and deks on the homepage are the only chance a writer has to “sell” that story to a visitor, The web writer needs to make sure that they are simple, clear and attractive to readers. Headlines should emphasize action verbs and highlight items that will inform or entertain readers. It is important that they reflect what the article is about as there is nothing more annoying for an Internet reader than clicking on a link expecting to get one type of information and finding something quite different.

5. Keep Your Most Important Information at the Front

Once users have clicked on an article or a page, website copywriters should follow the tried and tested inverted pyramid style of newspaper writing. This way of writing means you put the most important information first, then expanded throughout the rest of the article. In other words, the “who,” “what,” “when,” “where,” “why” need to be answered first. The “how” will make up the rest of the article. Most web readers will not click through to a second page so this is another reason for using the inverted pyramid style. Place the most important information to readers before the page break.

6. Make sure you think of SEO

All the main search engines have been working hard and evolving their engine algorithms and will trap keyword stuffing so this is no longer a way to achieve recognition for your website.  However, SEO literacy is just as important as ever. Consider the keywords most relevant to your page, and think of ways to include them in the title and body of your article. Today’s web copywriter will use applications such as Google’s Keyword Tool to add a scientific dimension to their intuition.

7. Hyperlinking for best effect

Hyperlinking is very important and web writers should understand the function of hyperlinking. Hyperlinks provide relevance and more information to readers without bogging them down in reading through detail. For example, if you refer to a specific topic, but you don’t want to go into all the details, then it is best to link to the other article or site that contains that information.  You can highlight one specific word, which will give your readers an idea of what information that link will provide.  So for example, you can write something like "go here for more information on copywriting in Spanish,” and link on the words "copywriting in Spanish".  Another reason to hyperlink is for attribution especially if you are quoting another source.  It is always best to provide the reader with that information.  Sites that hyperlink to other well-written and helpful sources are move valuable for readers.  Web visitors will return to your site if they know you will provide more sources and information they can use at their own discretion.

8. Keep Your Readers on Your Site

Most webusers know how to open a link in a new window or tab but I prefer to set the link to open in a new tab or window so the reader will be able to get back to your website easier. Otherwise, readers will be taken away to another site and may forget they ever began on one of your pages.

9. Use Multimedia

One of the great advantages of the internet is that it can mix all forms of information and entertainment. So make sure you use photos, graphics, videos and flash to grab readers’ attention. Be careful and don't overdo use of attention grabbers because you don't want to distract the reader by relying on these things too heavily. Make sure you are always thinking about how to best illustrate your text with multimedia.

10. Last but not Least - Style!

Finally, the style that you use should be personal and will make your website stand out while engaging and drawing your readers in. For most websites, an informal yet lively style works well and keeps your style simple and makes your copy easy to read. Typically, most internet readers prefer sites that are written in a conversational and informal style. Make sure you write in the active rather than the passive voice. Writing in the active voice will also force you to be concise.