They will click links, navigate to new pages, multitask when browsing, open multiple tabs and so on. They will not read a web page from start to finish, but rather create their own journey through it. This is one of the reasons why creating a user experience is so important and why writing for readability is crucial. Keeping their attention is very difficult, and your approach to writing for the web must take this into account. Keep web copy short and simple. The quicker and more directly you can make your point, the better. Put the most important information prominently at the top so that it appears above the fold of the website (the part of the website that is visible without scrolling down). Break your copy up into short, readable paragraphs – this creates space and makes it easier to read. Above all, make sure you preserve a no-nonsense approach to your brand and product; web users will see through your marketing rhetoric easily and will mistrust your message.
• Wrong: If you have ever had the problem of not being able to access your email on your cellphone, maybe you should consider trying out our product sometime.
• Right: Can’t access email on your cellphone? Download our product now.
Be genuine and honest. Your writing must reflect the credibility of your brand, and must be genuine so that readers feel a personal connection through the impersonal online medium. Always write accurately and honestly about your product; readers will immediately notice when your writing is hype rather than genuine enthusiasm. Avoid exaggerated words and clichéd “marketing speak”; web readers expect content to be frank, clear and true, and any indication that this may not be the case will drive them away. A good way to come across as genuine is to adopt a friendly, open and unassuming tone.
• Wrong: Our unbelievable time management product will promote absolute synergy throughout every aspect of your business! You will get 100% more productivity instantly!
• Right: Our time management product will help your employees work together more efficiently. Previous customers have reported a 20% increase in productivity after the first month.
Focus on headlines, leads and captions. Often, you concentrate so much on the main body of text that you overlook the “little extras” like the headline, the lead (the introductory line) and captions for your images. Don’t ignore these elements. The headline is the most important piece of writing on the page because that is what draws a person to read your content – or not. Try to keep the headline both
as short and as specific as possible.
• Wrong: If you have ever had the problem of not being able to access your email on your cellphone, maybe you should consider trying out our product sometime.
• Right: Can’t access email on your cellphone? Download our product now.
Be genuine and honest. Your writing must reflect the credibility of your brand, and must be genuine so that readers feel a personal connection through the impersonal online medium. Always write accurately and honestly about your product; readers will immediately notice when your writing is hype rather than genuine enthusiasm. Avoid exaggerated words and clichéd “marketing speak”; web readers expect content to be frank, clear and true, and any indication that this may not be the case will drive them away. A good way to come across as genuine is to adopt a friendly, open and unassuming tone.
• Wrong: Our unbelievable time management product will promote absolute synergy throughout every aspect of your business! You will get 100% more productivity instantly!
• Right: Our time management product will help your employees work together more efficiently. Previous customers have reported a 20% increase in productivity after the first month.
Focus on headlines, leads and captions. Often, you concentrate so much on the main body of text that you overlook the “little extras” like the headline, the lead (the introductory line) and captions for your images. Don’t ignore these elements. The headline is the most important piece of writing on the page because that is what draws a person to read your content – or not. Try to keep the headline both
as short and as specific as possible.
