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Content with your content - Copywriting for websites

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

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

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  • 1. Content with your web content
    a cluey freelance copywriters presentation
    © Copyright Cluey Consulting 2007 - 2010
  • 2. the website medium
  • 3. 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!
  • 4. 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.
  • 5. 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?
  • 6. Website audiences
  • 7. 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
  • 8. 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?
  • 9. Web copy secrets
  • 10. web copy secrets
    Inverted triangle
    Use journalistic style
    Get key points acrosshigh on the page
    Add detail later
  • 11. web copy secrets
    Short form text
    Write ‘punchy’ copy withfew filler words
    Short sentences workbest
  • 12. web copy secrets
    Chunking
    Acres of text is a realturn-off
    Break down copy intomore easily managedchunks
  • 13. web copy secrets
    Headings
    Titles give readers anidea of what theparagraph contains
    Good copywriting givesthe reader an overviewjust by the headlines
  • 14. web copy secrets
    Bullets
    Make your points clearlywith bullets
    4 or 5 at once is plenty
  • 15. web copy secrets
    Links
    Viewers won’t browseyour website in a givenorder
    Cross-reference throughout and add links
  • 16. Want hot copy?
    Get noticed, win business and make sales
    Need a top ranking SEO copywriter ...
    or a web copy expert?
  • 17. TALK TO US
    www.cluey.com.au
    © Copyright Cluey Consulting 2007 - 2010