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WEB COPYWRITING : The Basics
You don't need to add spin to make a successful site, but you do need copy that sparkles while it sells
If your online copy isn’t slick, direct and customer-orientated, you won’t entice anyone to stay on your site, let alone buy your products or services. This month we give you ten easy tips on how to sex up your content to make it compelling and engaging for your customers.
1. Know your objectives
Firstly you must have a clear understanding of the objectives for your website. Are you trying to persuade someone to buy something? Are you trying to get them to sign up to a newsletter? Or maybe you want them to join a particular organisation? Once you have written down, prioritised and fully understood the objectives, it’s easier to write relevant copy.
2. Understand the web user
Avoid using lots of space to tell visitors what a wonderful company you are. If you go to a party and meet someone who only wants to talk about him or herself, it’s an immediate turn-off. However imagine a party where you meet someone who is interested in you.
To write compelling copy, put yourself in the shoes of your target customer and explain what value they will gain from having a relationship with you. Make sure your copy spells out how they will benefit from using your services. “Don’t try to make a website that is perfect for everyone. Make a website that is perfect for the people you want to talk to. Remember that throughout the process,” says Francois Jordaan, a web designer for Wheel.
3. Keep it brief
Most web users are impatient. They want to find the information they need and move on. Keep the copy concise and easy-to-read. Avoid complex rambling paragraphs. “Don’t cram too much into a single page. Use the organisation of the site to parcel up your content so it’s easier to take in,” says Jordaan.
4. Craft your text
Usability guru Jakob Nielsen says most people only skim read web pages and a mere 11 per cent of people actually read a whole web page word for word to the end. Tactics you can use are ‘chunking’ the text in easily digestible paragraphs. Use sub-headings as signposts so people know where to start – and also to point out the killer points (you can also use a different colour, font, or typesize to add emphasis). Ensure the text is easy on the eye and simple to scan, so give thought to the length of your lines - text going from one side of the page right to the other makes for tedious, eye-straining reading.
5. Capture their interest
Attract attention. For example, ensure the most newsworthy information is first and end with the least interesting item. The page heading must be attention-grabbing. It will be the first item viewed on any page.
6. Seamless navigation
The site must be user-friendly which means that hyperlinks between pages must be clearly labelled and visible. If you have PDF files on your site it is important to label them clearly. Ian Head, Creative Director of Bluefin Group, says: “Always alert the user to the type of media being downloaded and how large the file is. It is not necessary to tell them how long it takes as this will vary too much. If the user knows how big the file is, they will have a general idea of how long it takes.”
Controversially, Head also believes that pop-up windows are a good way to deliver detailed copy on specific subjects. “Pop-up windows are much maligned due to unscrupulous advertisers but I think they are very useful. They allow the user to dip deeper on a subject quickly in an isolated manner, whilst keeping the rest of the site and its context in the background.”
7. A clean page layout
Keep your pages neat. Nick Paterson-Jones, Big Group’s Creative Director, says, “Don’t clutter the page with over-enthusiastic designs. Clutter will cause confusion.” Use the same font type and size for the main body of the text to maintain consistency.
8. Be crystal clear
If there’s a word or phrase that’s not necessary, take it out. You should know your target audience best and that must come across in the language and the tone of voice you adopt. Use intuitive, consumer-friendly naming conventions. Avoid insider jargon and don’t force users to make a decision with limited information.
The quality of writing on the web is generally regarded as worse than you would expect in print publications and it’s worth considering using a professional copywriter if you do not have the appropriate skills in-house.
9. Check your page size
Leave a couple of lines between paragraphs to break them up effectively. Some people like to print off web pages and read them while they are commuting. So ensure your site isn’t too wide to print out on a standard A4 portrait page.
10. Keep it up-to-date
Make sure your online content is not out of date or inaccurate. Lucy Pollard, Senior Copywriter for AKQA, says: “Your online content should be checked with as much rigour as any other medium.”
Long-term solutions to better copy
1. User group testing
Organise simple user groups to test your websites. This need not be expensive but it will provide you with first-hand evidence of how people interact with your site. You could invite friends in to look at the site and note their comments or ask some people in the office.
Time scale: A fortnight.
2. Content Audit
Do a content stock-take. What content have you already got that you can re-use? What is out of date or simply irrelevant and what new content needs to be created?Try not to add content ad-hoc but plan for the long term and make the site an integrated part of any activities.
Time scale: About two months.
3. Content Editor
If resources permit, consider hiring a permanent content editor who has a brief to manage the site and ensure it is up-to-date and is continually meeting its objectives for its target audience. You need someone with sufficient authority to ensure the site is treated as a priority.
Time scale: Three to six months.
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