How to write web copy

• Web
• Writing website copy
• Updating website content
• Leveraging social media
• How to write web copy

Web copywriting – what works, what doesn’t

Web copywriting is a specialised form that is quite different from copywriting printed material. You need to be aware of what works and what doesn’t.

Don’t fall into the trap of simply copying a long document you already have and pasting it on your webpage.

Unfortunately this is often the case. Product brochures, corporate capability documents and CVs are the worst ‘culprits’. These are often put on websites verbatim without any adaptation to the different medium.

The act of ‘cutting and pasting’ is the root cause of many evils seen on websites.

People read differently on the web

The way people read online is quite different to the way they read a printed article.

When reading a printed article, most will start from the beginning and read each sentence until the end.

But when reading on the web people tend to scan rather than read word for word.  And there are good reasons for this.

Reading on a screen is tiring and also slower. Consequently, people tend to skip words. Furthermore, online readers have one hand wrapped around their mouse which encourages interaction. They’d much rather click on than to read large blocks of text.

The Internet is user-driven which means readers tend to click to another webpage when they feel the one they are on isn’t giving the information they’re seeking. This tendency is intensified when the copy is dull and dreary.

Even if the copy is interesting, because the web is a linking medium, readers still tend to click on links as opposed to reading from start to finish.

People do not want to invest time in reading. They want to quickly zero-in on what they are seeking, scan and move on.

Pointers for writing on the web

So, bearing in mind that online readers scan we write web copy according to these pointers:

• Get to the point – Don’t beat around the bush. Put your key messages right upfront and be succinct.
• Write like a reporter – Start with your conclusion (your key message) followed by supporting information. This is sometimes called the ‘inverted pyramid’ approach.
• Break your web copy into small ‘bite-sized’ chunks – Make it easy for your reader. No one likes to read large endless paragraphs.
• Use attention-grabbing headings – As with a newspaper, you need meaningful, compelling and interesting headlines to draw the reader in. Same goes with sub-headings. A webpage with one main heading and a couple of sub-headings is far more appealing than a page with one big block of text.

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