Copywriting For The Web

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Overview of issues around copy writing for the web - searchabiliy, useability and readability

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Copywriting For The Web

  1. 1. Effective Copywriting… … for Searchability, Usability, and Readability
  2. 2. Searchability: designing a web site so that search engines easily find the pages and index them; with the aim of having a web site in the top 10 results of a search. 1 Searchability
  3. 3. Usability: the ease with which people can employ a tool in order to achieve a particular goal. 2 Usability
  4. 4. Readability: reading ease , especially as it results from a writing style. Easy-reading text improves comprehension, retention, reading speed, and reading persistence. 3 Readability
  5. 5. <ul><li>Domain Name </li></ul><ul><ul><ul><li>Key words/phrases </li></ul></ul></ul><ul><ul><ul><li>Why have you chosen those? </li></ul></ul></ul><ul><ul><ul><li>Recognition factor of your company/ brand name </li></ul></ul></ul>1 Searchability
  6. 6. 1 Searchability
  7. 7. <ul><li>Title </li></ul><ul><ul><ul><li>Get the order right </li></ul></ul></ul><ul><ul><ul><li>What is your marketing strategy? </li></ul></ul></ul><ul><ul><ul><li>Keep it tight – 63 characters </li></ul></ul></ul><ul><ul><ul><li>Recognition factor of your company/ brand name </li></ul></ul></ul>1 Searchability
  8. 12. <ul><li>Description </li></ul><ul><ul><ul><li>Write for humans too </li></ul></ul></ul><ul><ul><ul><li>Be relevant and enticing </li></ul></ul></ul><ul><ul><ul><li>Google – 63 characters </li></ul></ul></ul><ul><ul><ul><li>Use variations on keywords </li></ul></ul></ul>1 Searchability
  9. 14. <ul><li>Keywords Meta-Tag </li></ul><ul><ul><ul><li>Keywords and phrases are important </li></ul></ul></ul><ul><ul><ul><li>Meta-tags have little relevance to seo these days </li></ul></ul></ul><ul><ul><ul><li>Use words that are already included in off-page and on-page elements </li></ul></ul></ul><ul><ul><ul><li>Don’t bank on them to do the seo job for you! </li></ul></ul></ul>1 Searchability
  10. 15. <ul><li>On-page Elements </li></ul><ul><ul><ul><li>Headings </li></ul></ul></ul><ul><ul><ul><li>Body Copy </li></ul></ul></ul><ul><ul><ul><li>Keyword density </li></ul></ul></ul><ul><ul><ul><li>Alt Tags </li></ul></ul></ul>1 Searchability
  11. 16. <ul><li>Headings </li></ul><ul><ul><ul><li>Welcome!!!!!!! </li></ul></ul></ul><ul><ul><ul><li>Keywords </li></ul></ul></ul><ul><ul><ul><li>Relevance </li></ul></ul></ul>1 Searchability
  12. 18. <ul><li>Body Copy </li></ul><ul><ul><ul><li>Most relevant words at top of the page </li></ul></ul></ul><ul><li>Keyword Density </li></ul><ul><ul><ul><li>Avoid padding and waffle </li></ul></ul></ul><ul><li>Alt Tags </li></ul><ul><ul><ul><li>Extra keyword opportunities </li></ul></ul></ul>1 Searchability
  13. 20. <ul><li>Usability </li></ul><ul><ul><ul><li>Headings </li></ul></ul></ul><ul><ul><ul><li>Navigation </li></ul></ul></ul><ul><ul><ul><li>Accessibility </li></ul></ul></ul><ul><ul><ul><li>Links </li></ul></ul></ul>2 Usability
  14. 21. <ul><li>Headings </li></ul><ul><ul><ul><li>Unique and descriptive </li></ul></ul></ul><ul><ul><ul><li>As many as necessary </li></ul></ul></ul><ul><ul><ul><li>Consistency of heading level </li></ul></ul></ul><ul><li>Navigation </li></ul><ul><ul><ul><li>Clear labels, relevant, consistent </li></ul></ul></ul><ul><ul><ul><li>Keywords </li></ul></ul></ul>2 Usability
  15. 22. <ul><li>Accessibility </li></ul><ul><ul><ul><li>Alt tags – short and sweet </li></ul></ul></ul><ul><ul><ul><li>Begin with the conclusion; put instructions first </li></ul></ul></ul><ul><ul><ul><li>Manageable chunks </li></ul></ul></ul><ul><ul><ul><li>Plain language </li></ul></ul></ul>2 Usability
  16. 23. <ul><li>Links </li></ul><ul><ul><ul><li>Meaningful link labels, match destination page </li></ul></ul></ul><ul><ul><ul><li>Provides better information </li></ul></ul></ul><ul><ul><ul><li>Repeat important links </li></ul></ul></ul>2 Usability
  17. 26. <ul><li>Resources </li></ul><ul><ul><ul><li>www.usability.gov </li></ul></ul></ul><ul><ul><ul><li>www.webcredible.co.uk </li></ul></ul></ul><ul><ul><ul><li>www.useit.com </li></ul></ul></ul>2 Usability
  18. 27. <ul><li>Readability </li></ul><ul><ul><ul><li>On-page copy structure </li></ul></ul></ul><ul><ul><ul><li>Use of language </li></ul></ul></ul>3 Readability
  19. 28. <ul><li>On-page copy structure </li></ul><ul><ul><ul><li>Start with the conclusion </li></ul></ul></ul><ul><ul><ul><li>Headings, sub-headings </li></ul></ul></ul><ul><ul><ul><li>Chunks; short sentences </li></ul></ul></ul><ul><ul><ul><li>Lists and bullet points </li></ul></ul></ul><ul><ul><ul><li>Read 25% slower; write 50% less </li></ul></ul></ul>3 Readability
  20. 29. <ul><li>Use of language </li></ul><ul><ul><ul><li>Pitch your language level to your readers </li></ul></ul></ul><ul><ul><ul><li>Technical terms – OK; meaningless jargon – Bad </li></ul></ul></ul><ul><ul><ul><li>Not ‘dumbing down’ </li></ul></ul></ul><ul><ul><ul><li>Plain and simple language – sentence structure, grammar </li></ul></ul></ul>3 Readability
  21. 30. Use the (key)words your users use Cut the waffle – use words that will earn their keep The most important things first Attention to detail Searchability – Usability – Readability are all compatible 4 General Rules

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