What makes writing for the web different to print?
People consume text differently on the internet. Visitors to your website – particularly those who have no prior knowledge of your brand – have a very short attention span. They scan content before deciding whether it is worth reading. If they can’t find what they want quickly, they are just two clicks away from your rivals.
So how does that affect writing for websites?
It means you have to think about the visual impression your text gives, as much as the content itself. Short chunks of text are a proven winner, as are plenty of headings/sub sections. This helps “scanners” find what they are looking for quickly. Around three to four sentences and a single concept per paragraph is ideal.
What are some other key points when writing for the internet?
Strong calls to action at appropriate points in your text allow visitors to take the next step in their journey through your site, whether via a contact form or a sales page.
Websites often assume a direct voice when addressing visitors (hi there) and this can be powerful . All good writing, whether for websites or print, is written firmly with the reader in mind but the way we interact with the web (clicking, typing, surfing, commenting) creates a strong link between visitor and website. Good copy strengthens this bond.
Hyperlinks within text are very powerful as they are one of the main factors search engines look at when ranking sites.
Ahh yes... SEO.
Putting search engine friendly keywords in your text, titles and URLs are important SEO tactics. I’ve been an SEO consultant for top brands like the Carphone Warehouse, eHarmony and Browns and can use this expertise to help you. It’s important to find the right balance between user oriented and google oriented text.
What about Social Media?
We hear a lot about social media, don’t we? The trouble with saying “Social media will do this/that for your business” is that social media itself is hard to define. I write blog for clients and am active on a number of social sites, but my advice is always to tread carefully with outsourcing social projects. I offer a beginners course in the social web and would be more than happy to point you towards some resources which could work well for you.
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