Writing for websites is different from any other type of ad copy. People use the internet differently than they do newspapers or magazines, and they shop online differently than they shop in stores or from catalogues. Here are some great tips on how to write for the web, to ensure that your web copy gets read.

Web Readers Don't Read

Before you start writing for the web, you need to realise that web readers don't read; they skim. They look for signs that the article is of interest to them, and they make the decision in seconds. You have to capture their attention – and fast.

One way to do this is through snappy, informative headlines and subheadings. Headlines and subheadings are packed full of information, and they're usually set apart and bolded, meaning they attract the eye. Tips for great headlines and subheadings include:

• Don't be cryptic - Say what you mean; don't ask your readers to interpret puns or word tricks.
• Front-load your information - Put the most important information at the top of the headline.
• Summarise what comes next - Use your subheadings to sum up the paragraphs that will follow.

Web Readers Love Lists

Lists are great tools for web copy because they present a lot of information in a short amount of space. Use numbered or bulleted lists to break up a long block of text.

White Space is Your Friend

Too much happening on the page makes web copy look complicated. A page with lots of white space looks easy to read. Enhance the white space on your page by:

• Creating short paragraphs - Break up big blocks of text.
• Using photographs to inform, not illustrate - Using no pictures is better than unnecessary pictures.
• Removing distractions - Every element on the page should work toward your site's goals.

Web Copy Should Be Tight

Rambling copy loses your audience. Find ways to say the same thing in as few words as you can. Cut out fluff, and pack each word with information that will reel in your readers. That doesn't mean that your article has to be all business – you can express your style and personality to connect with your readers – but be respectful of their time by:

• Getting to the point.
• Being specific.
• Being factual.
• Using an appropriate tone.
• Being a stickler for correct spelling and grammar.

By following these tips, you can write powerful copy that your visitors actually read and remember. Call us on 08452 579606 if you would like help with honing your web copy.