Write Better, More Compelling Copy

Writing for the web is different than writing for print. In print materials such as newspapers, magazines and newsletters there is a place for long articles that span multiple pages because they are usually purchased with the intent on grabbing something to read. On the other hand, when you surf the Internet and information is gathered very differently. When searching for information online, users not only want it quickly and easily, they want to be able to find the information without reading it. Online, readers just want to scan the content for the information they want. Why? Part of it is the wide-spread urgency for information and lack of patience, and the other part is that it requires more effort to read text online than on paper.

With this in mind, today I am sharing with you some tips of writing better copy for your website, blog, ezine, or other online medium.

1. Write is short sweet paragraphs that are no more than two to three sentences. Shorter paragraphs broken up with a space in between are much easier to read.
2. Use subheads to break up the copy and guide the reader through the main points of the copy. Use them to quickly inform the reader of what you are writing about in that section of copy.
3. Keep your terminology and writing simple. Write at the junior high school level of comprehension and try to refrain from using terminology a layperson can’t understand. Assuming everyone reading your content will know what you are talking about is a great way to show them the door to leave your page, blog, or article.
4. Write to “you” and not about “me.” By using “you” writing, you are focusing on the reader, their needs, their wants, their problems, and how you can help them. By keeping the focus on your reader and why they should care and the benefit they receive, you will capture their attention and keep them interested.
5. Read your copy out loud to yourself. I always read everything I write out loud to myself as if I were delivering presentation. If I get tripped up or stumble on any words, I know that I need to edit that area to make it easier to read.

So, to be a better copywriter for the web, remember to keep it simple, keep it short, keep “you” in mind, use subheads to guide the reader and read it out loud to find the area to improve. If you can keep these five tips in mind when you are writing, you are sure to find greater success in your conversion rate.

Do you have any tips to share?