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is great for your business
5 ways
good web writing
Good
web
writing
1
… is clear and uses only as
many words as necessary.
• Get straight to the point to target a
precise audience.
• Your visitors know what they need.
That's why they're on your ...
• Tell them how your business has what
they need.
• Tell them why, in the headline and first
sentence.
• You’ve got 7 seco...
Pinpoint your ideal customers as
quickly as possible
Your
benefit
Good example:
• Straight to the point.
• No waffle.
• Simple instructions.
Bad example:
• Too many words.
• Too much waffle.
• Doesn't get to the point.
Good
web
writing
2
… is easy to read, and
written at the audience's
level.
• Write for imaginary individual
members of your market.
• Use language that suits them best,
at a level they’re comfortab...
• No jargon and no rubbish.
• Meaningless, unclear sentences
and bad punctuation can get
between your message and your
aud...
Make it easier for customers to
buy from you.
Your
benefit
Good example:
• Explains the terms, simply.
Bad example:
• A mass of jargon, buzzwords, and management
speak.
• "Connected community", "improve health care
quality", ...
Good
web
writing
3
… attracts the audience
and keeps them reading.
• Think again about why the different
people in your target audience might
visit your site.
• Hook them with information t...
• Give a purpose to every piece you
write.
• It has to do something for the
audience. A smile, inspiration, or to get
out ...
Create a smoother sales process.
Your
benefit
Good example:
• Tells you what to expect if you click.
• A clear benefit (discount), with product information.
• Provides ...
Bad example:
• Possibly one of the least
inspiring headlines ever
created.
• No hint in the headline about
skiing equipmen...
… creates the “right”
impression, with accurate
spelling, punctuation and
grammar.
Good
web
writing
4
• Good spelling, punctuation and
grammar (SPG) makes you look like you
know what you're talking about.
• Many readers don'...
Get better results from
your website.
Your
benefit
• Short, snappy sentences that
cut through the crap and get
straight to the point.
• Great spelling and grammar.
• Punctua...
• There’s a typo in the company name.
• Can you spot the 3 big typos in the second sentence?
• Can you see any other issue...
… does the job you want it
to (persuades, informs,
teaches, engages).
Good
web
writing
5
• Web writing's job is to persuade, inform,
and teach, to capture attention long
enough to deliver its message.
• To get t...
Sell, sell, sell more easily.
Your
benefit
Good web writing
is the key to selling online.
Whether selling yourself or your
products, or delivering essential
informat...
1. Pinpoints your ideal customers as
quickly as possible.
2. Makes it easier for customers to buy
from you.
3. Creates a s...
I’ve had an unusual career over the years.
I’ve worked in TV, film and video, twice been a
PA in the NHS, and more recentl...
I like coffee © 2016 Sakina Murdock
Photos by Unsplash
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5 ways good web writing is great for your business

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Thinking about writing your own website?

Take a look at 5 good reasons why your business will benefit from good web writing, with tips to help you tweak your own for a better online reading experience.

A 5-minute micro-course to help you make the most of your business website.

Published in: Marketing
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5 ways good web writing is great for your business

  1. 1. is great for your business 5 ways good web writing
  2. 2. Good web writing 1 … is clear and uses only as many words as necessary.
  3. 3. • Get straight to the point to target a precise audience. • Your visitors know what they need. That's why they're on your site. • Do you know? • If not, go figure out all the different reasons why people visit your site. 1Good web writing … is clear and uses only as many words as necessary.
  4. 4. • Tell them how your business has what they need. • Tell them why, in the headline and first sentence. • You’ve got 7 seconds before they look elsewhere. • People can’t read much in 7 seconds. 1Good web writing … is clear and uses only as many words as necessary.
  5. 5. Pinpoint your ideal customers as quickly as possible Your benefit
  6. 6. Good example: • Straight to the point. • No waffle. • Simple instructions.
  7. 7. Bad example: • Too many words. • Too much waffle. • Doesn't get to the point.
  8. 8. Good web writing 2 … is easy to read, and written at the audience's level.
  9. 9. • Write for imaginary individual members of your market. • Use language that suits them best, at a level they’re comfortable with. • The more you understand about your audience, the easier it will be. 2 Good web writing … is easy to read, and written at the audience's level.
  10. 10. • No jargon and no rubbish. • Meaningless, unclear sentences and bad punctuation can get between your message and your audience. • Replace those barriers with concise, straightforward, good- quality writing. 2 Good web writing … is easy to read, and written at the audience's level.
  11. 11. Make it easier for customers to buy from you. Your benefit
  12. 12. Good example: • Explains the terms, simply.
  13. 13. Bad example: • A mass of jargon, buzzwords, and management speak. • "Connected community", "improve health care quality", "critical mass of people". What do those things really mean? Think! Who is the audience for this piece?* *NHSmanagers
  14. 14. Good web writing 3 … attracts the audience and keeps them reading.
  15. 15. • Think again about why the different people in your target audience might visit your site. • Hook them with information they want. Cool facts, prices, shocking stories. • Aim directly at them: their needs, their wants. Are they looking for a laugh, or a 1950s dress? 3 Good web writing … attracts the audience and keeps them reading.
  16. 16. • Give a purpose to every piece you write. • It has to do something for the audience. A smile, inspiration, or to get out their wallets. • Tell them the benefits they'll get, right from the headline. 3 Good web writing … attracts the audience and keeps them reading.
  17. 17. Create a smoother sales process. Your benefit
  18. 18. Good example: • Tells you what to expect if you click. • A clear benefit (discount), with product information. • Provides a prominent 'Shop Now' button to show you what to do next.
  19. 19. Bad example: • Possibly one of the least inspiring headlines ever created. • No hint in the headline about skiing equipment.
  20. 20. … creates the “right” impression, with accurate spelling, punctuation and grammar. Good web writing 4
  21. 21. • Good spelling, punctuation and grammar (SPG) makes you look like you know what you're talking about. • Many readers don't trust information delivered with bad SPG. • Customers only buy from people they trust, even if that's only at a superficial level. • It’s never too late to learn. 4 Good web writing … creates the “right” impression, with accurate SPG.
  22. 22. Get better results from your website. Your benefit
  23. 23. • Short, snappy sentences that cut through the crap and get straight to the point. • Great spelling and grammar. • Punctuation used for maximum impact on the reader. Good example:
  24. 24. • There’s a typo in the company name. • Can you spot the 3 big typos in the second sentence? • Can you see any other issues? Think! This is a butchery shop. Is their grammar likely to be a barrier to you buying meat from them? Bad example:
  25. 25. … does the job you want it to (persuades, informs, teaches, engages). Good web writing 5
  26. 26. • Web writing's job is to persuade, inform, and teach, to capture attention long enough to deliver its message. • To get the best return of investment, the writer has to understand the audience people perfectly. • Make them up! Imagine them! Survey them. But figure them out. It’s much easier to write to someone you know. 5 Good web writing … does the job you want it to (persuades, informs, teaches, engages).
  27. 27. Sell, sell, sell more easily. Your benefit
  28. 28. Good web writing is the key to selling online. Whether selling yourself or your products, or delivering essential information, the principles are the same.
  29. 29. 1. Pinpoints your ideal customers as quickly as possible. 2. Makes it easier for customers to buy from you. 3. Creates a smoother sales process. 4. Gets better results from your website. 5. Sell, sell, sells more easily. Recap Good web writing
  30. 30. I’ve had an unusual career over the years. I’ve worked in TV, film and video, twice been a PA in the NHS, and more recently a home carer in rural Cumbria. Those are just a few. I’ve walked in a lot of people’s shoes and that makes my writing useful in the real world. Oh, and I’ve got an honours degree that starts with the word ‘English’. About Sakina Only dead fish go with the flow. Let’s talk about the writing you need for your website Contact me
  31. 31. I like coffee © 2016 Sakina Murdock Photos by Unsplash

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