Tips for Writing Good Web Copy

Determine the tone
Determine the tone of your copy based on the style of your web site.If your web site is oriented toward children, for example, you need to incorporate tone and language that relates to them. If you are speaking to CPAs and other finance professionals, you need a tone and language that will make them feel you are credible.

Referring to your company as “we”
If you are trying to present yourself as a large company consider referring to your company as “we.” For example, write “We at QuadNet International are the leaders in network integration,” even if QuadNet is only four people. If you are representing yourself only, you may still use “we” to look bigger, or you may choose to write in an informal, personal style.

Keep the language simple
Don’t get too technical. Keep the language as simple as possible with easy to understand concepts. Difficult concepts can be illustrated with visual elements such as a diagram.

Keep sentences short, sweet and to the point
Resist the tendency to get long winded. Keep sentences short, sweet and to the point. Separate large sections of text into bite size pieces by using bold, informative headings and sub headings. Support sub headings with paragraphs that are 4 or 5 lines long.

Keep your text on any given page to a minimum. If you have large volumes of text, consider ways to break up the information so that you can generate a new topic and place it on a new page. It’s better to split information into two pages than cram it all on one page. Remember site visitors have very short attention spans and want to find information quickly. Most won’t read large volumes of text.

Direct your visitors to where you want them to go
Use HTML links (also known as hyperlinks or crossover links) within your copy or at the end of a paragraph. These links should be carefully placed to allow a potential customer to click over or “crossover” to another area of the web site. For example, at the bottom of the Services page, create a link that says “Contact us for more information about our services.”

You can also link visitors to pages with more detailed information. For example, if you mention a peppermint cocoa cake on your Home page, make the words “peppermint cocoa cake” a link to information on your Products page. When customers click on the link, they will go to a description of the cake and a shopping cart to buy it.

Other Resources for Writing Good Web Copy

Lit Writing – Free Articles and Special Reports by Ghost Writer Suzanne Storar
http://www.litwriting.com/resources.html

Web Pro News: 10 Tips For Writing Effective Web Copy
http://www.webpronews.com/topnews/2004/04/22/
tips-for-writing-effective-web-copy

Content is King: Writing Good Web Copy
http://www.atartec.co.il/articles/jan04.shtml

Beth Barany - Creativity Coach for Writers
For those of you interested in overcoming writer's block.
This e-book is a must: 10 Writing Sparks to Ignite Your Creativity
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