Content with your content - Copywriting for websites


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The website medium, audience behaviours, copywriting and presenting website content

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Content with your content - Copywriting for websites

  1. 1. Content with your web content<br />a cluey freelance copywriters presentation<br />© Copyright Cluey Consulting 2007 - 2010<br />
  2. 2. the website medium<br />
  3. 3. the website medium<br />Guess what ever viewer of your website is thinking?<br />WHAT’S IN IT FOR ME!<br />What has that got to do with copywriting for your website?<br />EVERYTHING!<br />
  4. 4. the website medium<br />Users have more choice and access to more information than they can possibly digest.<br />You have 5 – 10 seconds to capture a viewer entering your website.<br />If your site does not engage the viewer and communicate well, they click away … forever.<br />
  5. 5. the website medium<br />Copywriting for websites is unlike writing for other mediums.<br />Websites don’t get read end-to-end or necessarily in sequence.<br />Site owners don’t determine at what point viewers enter and exit their site.<br />What about the audience?<br />
  6. 6. Website audiences<br />
  7. 7. website audiences<br />The two biggest influences on user behaviour?<br />TIME<br />EFFORT<br />Most are time poor … the want an answer and they want it now.<br />© Copyright Cluey Consulting 2008<br />
  8. 8. website audiences<br />Screens take 20-25% longer to read from. They aren’t approached in the same way as printed media.<br />Like newspapers, not much gets read beyond the second paragraph.<br />Most users:<br />scan the screen for keywords and read pockets of content. So keywords are important for your audience as well as for search engines.<br />avoid moving the screen to view additional content. Scrolling is a disincentive so word count is important.<br />How do we approach copywriting for websites then?<br />
  9. 9. Web copy secrets<br />
  10. 10. web copy secrets<br />Inverted triangle<br />Use journalistic style<br />Get key points acrosshigh on the page<br />Add detail later<br />
  11. 11. web copy secrets<br />Short form text<br />Write ‘punchy’ copy withfew filler words<br />Short sentences workbest<br />
  12. 12. web copy secrets<br />Chunking<br />Acres of text is a realturn-off<br />Break down copy intomore easily managedchunks<br />
  13. 13. web copy secrets<br />Headings<br />Titles give readers anidea of what theparagraph contains<br />Good copywriting givesthe reader an overviewjust by the headlines<br />
  14. 14. web copy secrets<br />Bullets<br />Make your points clearlywith bullets<br />4 or 5 at once is plenty<br />
  15. 15. web copy secrets<br />Links<br />Viewers won’t browseyour website in a givenorder<br />Cross-reference throughout and add links<br />
  16. 16. Want hot copy?<br />Get noticed, win business and make sales<br />Need a top ranking SEO copywriter ...<br />or a web copy expert?<br />
  17. 17. TALK TO US<br /><br />© Copyright Cluey Consulting 2007 - 2010<br />