Create Good Web Content
Writing for the web is very different from writing for print. First, most users scan webpages instead of reading word-for-word.
Second, reading from computer screens is considerably slower than reading from paper. On the average webpage, users have time to read at most 28 percent of the words during an average visit, and 20 percent is more likely, according to usability expert Jakob Nielsen.
In addition, today's web users have little patience for convoluted or confusing text and website design. In fact, almost half of consumers (45 percent) cite being shown irrelevant information as the factor most likely to make them abandon an online purchase, according to a 2009 Consumer eTail Report from e-commerce company GSI Commerce. The research also revealed that 75 percent of consumers claim a lengthy registration process would make them abandon an online purchase.
So, what can you do to improve the quality of your web writing?
First, ask yourself what you want to achieve with your website. Have a clear sense of the tasks you would like your web site visitors to complete, whether it be clicking through to your latest special offers or signing up for your company newsletter. The better your content and design, the more people will complete the desired tasks.
Be brief
Make it easy for your visitors to scan for information quickly. Use fewer words and shorter sentences than you would for other media. Keep it short and simple.
As a general rule, make the word count for the online version of a given topic about half the word count used when writing for print. This will also help to reduce the amount of scrolling readers have to go through to get the information they want.
In general, no webpage should be over 600 words or four paragraphs in length. If you need to have a longer page, consider creating a new category with a sub-menu.
Use clear, descriptive page titles that make it easier for the page to be found by visitors and search engines like Google. If a descriptive title is used, it's much easier for people to find the information they are looking for on your website.
While it's essential to include keywords related to your business on your website, remember to write for humans first and search engines second. Search engines simply trawl for keywords, but humans need to be engaged and will always search for information in context.
Don't overload your reader. Write short, to-the-point pages and link to other pages to allow visitors to find more information.
Start each page with the conclusion as well as a short summary of the remaining contents. This is known as the "inverted pyramid" style and it ensures that the most important information is at the start of the page.
Use subheadlines, lists and highlighting
Instead of confronting your website visitors with long, undiluted chunks of prose, break the information up by using subheads and lists.
You can also highlight areas of text to make keywords stand out, using bold tags, for example - but remember that most readers are just scanning the page. With this in mind, highlight the most important keywords, rather than entire sentences.
You should also use the active voice rather than the passive voice when writing. Using the active voice - in which it's clear who is performing the action - creates copy that is clear and direct, and helps you get your message across more effectively.
Examples of active voice:
- We are developing marketing plans.
- CEO Tiny Tim made the announcement yesterday.
Passive voice: - Marketing plans are being developed.
- The announcement was made yesterday.
Make design work
From the web design perspective, your website should be uncluttered, with more white space (and less text) on homepages. This allows you to focus more effectively on your key messages.
Make it easy for users to quickly get to the section of the site they need by using easy-to-understand menus and links.
Avoid using the phrase "click here" for links. Instead, provide an accurate description of the linked content. So instead of writing "To find out more about our special offers, click here", try "Check out our special offers".
Have credibility
Internet users have become sceptical of exaggerated claims and hyperbolic sales talk. Try to use objective language and avoid marketing jargon. Providing hyperlinks to the sources of your information (or related information) will also add to credibility.
Finally, if you are daunted by the prospect of putting it all into words, consider calling in an experienced web copywriter or agency to do the writing for you.