A lot has been written about writing copy the Web. Copywriting for Web sites doesn’t need to be intimidating. In fact, you can follow many of the same guidelines as for print copy. However there are a few key ways in which Web readers are different than print readers and this will affect your copywriting. In this series of postings I will explain (and, I hope, exemplify) how to write Web site copy.
Clear, Concise, Organized, Directed
Keep these four ideas in mind as you write.
Be clear: Web readers don’t have a lot of time. They are looking for something and they want to find out, fast, whether or not you are going to deliver it.
Be concise: Brief, concise copy allows for a cleaner page with more white space, which means it’s easier to scan and read.
Be organized: Organize content into bullets where possible, or clearly subtitle sections. The first sentence of each paragraph should state the subject of the paragraph, then get into details.
Be directed: Web readers are very directed as they navigate through your site. They’re not just reading for pleasure; they want something. Put yourself in their position, and use your Web content to help them find what they want.
In my next posting I will talk more about specifics of how to write for the Web, but meanwhile, have a look at a few of your favorite (and less favorite) Web sites and give them your own rating on these ideas. (I won’t suggest any, either good or bad, or I might get into trouble!)
Tags: web content, Web site copy, Website copy, writing
