Harry Gardiner offers top tips, tricks and advice on how to create successful copy for web. Slides used for a talk at Southampton Solent University on the 20th January, 2016

1. @HR_Gardiner
Solent University - Southampton
Writing Copy For
Websites

2. VS COPYWRITING
CONTENT CREATION

3. What’s the
difference?

4. Content
Creators Create a range of
different content
types using written
word

5. Embody the
brand
Persuade
readers
Copywriters
Optimise Copy

6. CREATING WEB COPY
6 SIMPLE STEPS TO

7. 1. Know your brand

9. 2. Know your audience

11. Emotive Persuasive Effective

12. 3. Know your goals

14. 4. Utilise your
USPs

16. 5. Optimise your text

17. 1
3
2
Optimising
copy for
search
engines
Use proper headings
Natural keywords
Internal links

19. 6. Kill your darlings

20. “BECAUSE THE REAL GENIUS OF
EDITING IS NOT IN ADDING A COMMA…
IT’S ABOUT RUNNING EACH WORD
THROUGH A SPECIFIC FILTER, AND
MAKING SURE THAT WHEN IT COMES
OUT ON THE OTHER SIDE? IT CONVEYS
EXACTLY WHAT YOU WANT IT TO.
THAT’S WRITING.”
Ash Ambridge – The Middle Finger Project

21. Split test
your copy
A/B test for
optimum
results

22. STRUCTURE
FRAMING YOUR
TEXT

24. Use subheadings and
lists to guide readers

25. Good design creates
good user experiences.

26. 1
3
2
4
5
Remember you’re writing for people, not robots
Identify and understand your objectives
Keep your text simple and your message clear
To Summarise:
Break up your copy with subheadings and bullet
points
Edit, proofread, and then edit again

28. Thanks
for listening.
@Koozai
Facebook.com/koozaiE-mail: harry.gardiner@koozai.com
www.koozai.com
Tel: 0330 353 0300