How to Write Web Copy

 

Offer information in layers

Many people now view online content on tiny cell screens. For the best user experience, keep copy short on main pages and build text links into your content with clear call to action statements guiding audience to next steps or deeper pages with important details.

Avoid dated expressions and techniques

Many in our current target audience prefer touch-screen devices and the next generation has practically been raised on them. With fewer people using a mouse or other physical tracking device to navigate sites, the call-to-action expression “click here” is not as relevant as it once was. Instead, describe where they’ll link to, what they’ll see, or what they’ll get. Example: “download brochure”.

Also, avoid specific references to where an element is located on page: Apply “at right”. See the chart “below”. With a responsive website, the location of copy, photos and other elements can change based upon the device viewing it.

Less is more: write for scanning - not reading

Busy people want highlights before deciding to read further. Keep intros short and tell your story in a series of bolded subheads. Use body copy to support each subhead with a few details.

Always look for visual ways to share information

Bullets, charts, graphs, infographics and images are great techniques to convey a lot of data in an eye-catching way.

Remember to edit

Grabbing and keeping a busy audience’s attention requires impactful, to-the-point messaging. That rarely occurs on the initial draft. Always re-read what you wrote at least twice. Delete all filler words, cut long sentences and move unrelated points to a different page.

Keep it conversational

Overly formal or complex writing can sound unfriendly and dated – particularly to millennials, our target audience. Website copy should never sound like a textbook or thesis. Avoid jargon and write in second person voice (“you” and “yours”, “our”, “we”) which sounds friendlier. Choose short, simple words over longer, more complex options, so that everyone will understand your message.