Content with your content - Copywriting for websites

Content with your web content
a cluey freelance copywriters presentation
© Copyright Cluey Consulting 2007 - 2010

the website medium

the website medium
Guess what ever viewer of your website is thinking?
WHAT’S IN IT FOR ME!
What has that got to do with copywriting for your website?
EVERYTHING!

the website medium
Users have more choice and access to more information than they can possibly digest.
You have 5 – 10 seconds to capture a viewer entering your website.
If your site does not engage the viewer and communicate well, they click away … forever.

the website medium
Copywriting for websites is unlike writing for other mediums.
Websites don’t get read end-to-end or necessarily in sequence.
Site owners don’t determine at what point viewers enter and exit their site.
What about the audience?

Website audiences

website audiences
The two biggest influences on user behaviour?
TIME
EFFORT
Most are time poor … the want an answer and they want it now.
© Copyright Cluey Consulting 2008

website audiences
Screens take 20-25% longer to read from. They aren’t approached in the same way as printed media.
Like newspapers, not much gets read beyond the second paragraph.
Most users:
scan the screen for keywords and read pockets of content. So keywords are important for your audience as well as for search engines.
avoid moving the screen to view additional content. Scrolling is a disincentive so word count is important.
How do we approach copywriting for websites then?

Web copy secrets

web copy secrets
Inverted triangle
Use journalistic style
Get key points acrosshigh on the page
Add detail later

web copy secrets
Short form text
Write ‘punchy’ copy withfew filler words
Short sentences workbest

web copy secrets
Chunking
Acres of text is a realturn-off
Break down copy intomore easily managedchunks

web copy secrets
Headings
Titles give readers anidea of what theparagraph contains
Good copywriting givesthe reader an overviewjust by the headlines

web copy secrets
Bullets
Make your points clearlywith bullets
4 or 5 at once is plenty

web copy secrets
Links
Viewers won’t browseyour website in a givenorder
Cross-reference throughout and add links

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Content with your content - Copywriting for websites

by Anne Macindoe on Feb 08, 2008

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