Writing for the web is different from writing for print

1. [COPYWRITING
FOR
THE
WEB]
1
Basically,
why
bother?
Well:
• People
read
web
pages
differently
as
compared
to
print
• People
rarely
read
web
pages
word
by
word
• They
pick
out
individual
words
and
sentences
• It
is
important
to
be
able
to
write
for
the
web
so
your
copy
will
be
relevant
to
website
visitors
This
article
will
provide
tips
on
how
to
address
these.
WRITE
“SCANNABLE”
TEXT
Because
web
visitors
scan
web
pages
until
they
find
something
interesting
to
read
or
click
on,
we
must
learn
to
write
scannable
text.
Here's
how.
USE
MEANINGFUL
SUBHEADINGS
• Use
subheading
for
each
topic
• Make
word
meaningful,
not
clever
• Highlight
the
subheading
so
they
stand
out
(color,
size,
weight,
type)
• Separate
the
previous
topic
/
paragraph
by
a
space
HIGHLIGHT
KEYWORDS
• Highlight
important
keywords,
or
group
of
words
• Use
color,
size,
weight,
type
• Hyperlinks
are
a
type
of
highlight
• Make
sure
hyperlinks
highlights
are
recognizable
USE
A
BULLETED
LIST
• One
idea
per
bullet
• The
list
should
have
a
title
or
short
description
before
it
• Restrain
the
use
of
fancy
bullet
points

2. 2
[COPYWRITING
FOR
THE
WEB]
HAVE
ONE
IDEA
PER
PARAGRAPH
• As
with
conventional
writing,
have
only
one
idea
per
paragraph
• Make
each
paragraph
visible
by
a
space
in
between
USE
THE
INVERTED
PYRAMID
STYLE
OF
WRITING
• Start
with
the
conclusion
• Beginning
sentence
should
be
important
(this
is
what
they
read
first)
• Succeeding
sentences
give
details
/
support
USE
ONLY
HALF
THE
WORDS
YOU
NORMALLY
WOULD
• Use
half
the
words
you
would
write
in
the
conventional
style
• Throw
out
unneeded
poetic
/
prosaic
flair
• Only
use
the
essentials
• Remove
any
paragraphs,
sentences
and
words
that
don't
directly
help
get
your
point
across
DIFFERENT
STYLES
Let
us
see
the
contrast
of
different
styles
of
copywriting.
Here
you
will
see
why
writing
scannable
text
is
a
must
for
the
web.
CONVENTIONAL
The
conventional
style
is
long
and
weary.
Just
looking
at
the
text
below
doesn't
make
you
want
to
read
it.
Reserve
this
style
for
when
the
visitor
wants
to
read
the
full
version
of
a
scannable
text.

3. [COPYWRITING
FOR
THE
WEB]
3
London
is
filled
with
internationally
recognized
attractions
that
draw
large
crowds
of
people
every
year,
without
fail.
In
1996,
some
of
the
most
popular
places
were
The
London
Eye
(355,000
visitors),
Big
Ben
(132,166),
London
Bridge
(100,000),
West
End
(86,598),
Madam
Tussaud’s
Wax
Museum
(60,002),
and
Trafalgar
Square
(28,446).
OBJECTIVE
A
little
bit
better
because
it
is
direct
to
the
point;
however,
this
still
is
not
good
enough
for
the
web.
Again,
looking
at
the
copy
below
is
not
very
appetizing
to
read.
London
has
several
attractions.
In
1996,
some
of
the
most-­‐
visited
places
were
The
London
Eye
(355,000
visitors),
Big
Ben
(132,166),
London
Bridge
(100,000),
West
End
(86,598),
Madam
Tussaud’s
Wax
Museum
(60,002),
and
Trafalgar
Square
(28,446).
SCANNABLE
By
using
a
bulleted
list,
copy
becomes
scannable.
Of
course
there
should
be
a
sentence,
or
label
above
to
identify
what
the
list
is
about.
This
version
is
not
concise
enough
though.
London
is
filled
with
internationally
recognized
attractions
that
draw
large
crowds
of
people
every
year,
without
fail.
In
1996,
some
of
the
most
popular
places
were:
• The
London
Eye
(355,000
visitors)
• Big
Ben
(132,166)
• London
Bridge
(100,000)
• West
End
(86,598)
• Madam
Tussaud’s
Wax
Museum
(60,002)
• Trafalgar
Square
(28,446).
CONCISE
Writing
concisely
is
best
because
you
throw
out
all
the
unneeded
words.
Compare
the
conventional
version
and
this:
they
practically
say
the
same
thing
but
this
time
with
less
than
half
the
words.

4. 4
[COPYWRITING
FOR
THE
WEB]
In
1996,
six
of
the
best-­‐attended
attractions
in
The
London
Eye,
Big
Ben,
London
Bridge,
West
End,
Madam
Tussaud’s
Wax
Museum,
and
Trafalgar
Square.
CONCISE
+
SCANNABLE
Combine
both
styles
gives
the
best
results
for
web
copywriting.
It
is
direct
to
the
point,
and
easy
to
read.
Yes,
boys
and
girls,
this
is
it.
In
1996,
six
of
the
most-­‐visited
places
in
London
were:
• The
London
Eye
• Big
Ben
• London
Bridge
• West
End
• Madam
Tussaud’s
Wax
Museum
• Trafalgar
Square
CREDIBILITY
IS
IMPORTANT
DON’T
USE
PROMOTIONAL
LANGUAGE
• Don’t
use
promotional
copy
like
“hottest
on
the
web”
• People
want
facts,
not
hype
• Exaggeration
makes
copy
suffer
in
credibility

5. [COPYWRITING
FOR
THE
WEB]
5
USE
PHOTOS
TO
AUGMENT
YOUR
POINT
• Good
photos
can
speak
a
lot
of
words
• Don't
write
lengthy
passages
when
a
photo
can
do
On
the
web
images
speak
a
thousand
words.
So
instead
of
explaining
how
many
people
went
to
the
last
U2
Concert,
just
show
them
a
picture.
By
showing
a
picture,
you
don't
need
to
describe
the
crowd
and
how
many
people
there
are.
A
visual
also
backs-­‐up
your
claim.
It's
evidence
affirming
what
you
are
saying.
The
result
is
credibility
-­‐-­‐
and
people
want
that.
USE
OUTBOUND
LINKS
• Use
links
to
other
websites
• This
tells
visitors
you
are
not
afraid
to
cite
your
sources
• Target
a
new
window
for
outbound
links
to
keep
visitors
in
your
site
USE
THE
ACTIVE
VOICE
Say
“SUBSCRIBE
NOW”
rather
than,
“click
here
to
subscribe.”