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Writing for the Web (part 2 of 2)

The unique interactivity of the internet means that ‘design’ and ‘copy’ cannot be treated as separate entities, as they often are in print collateral.

That’s why many marketing executives and copywriters rely on web-designers to consult, council, and even conceptualize their sites.

Web-designers are called on to ensure the site’s functionality fulfils expectations, and to ensure visitors can easily navigate through the site - as well as to execute a design that successfully projects the company’s image.

Central to this, is the actual website copy. I remember from my own experience as a copywriter, before I made it my mission to learn how to write for the web, that I often had to ask my designer to comment on my copy in order for it to work.

I realized that freelance web-designers who can consult with their clients on copy as well as design can forge themselves a powerful business advantage. That’s why I have collected a few tips for helping you articulate your advice.

Writing headlines that sell
Headlines provide attention-flitting site visitors with an immediate gauge as to the relevancy of the site, and help designers to unify the “voice” and the “look” of the website.

A good headline should seduce site visitors. It should grab their attention, and convince them that the information on the page is worth investigating. Read my post on writing headlines for a selection of conventional techniques.

Writing website body copy
There may be times when you need to revise the website body copy as well as the headlines. Where do you start?

First, evaluate the existing copy by asking the following questions:

 Does the copy get to the point quickly?
 Is the copy shy about the offer or incentive?
 Is it easy to respond to?
 Does the copy overcome every objection to replying, leaving the reader with no choice but to act?
 Does the copy use simple words?
 Does the copy use active language (does it address the site visitor as ‘you’)?
 Is the copy broken down into simple sections and bullet points?

Next, revise the copy using the following tips to help you.

Make the text really simple.
People read 25% slower on screen, so keep your sentences and paragraphs ultra-short. Highlight key words to make the messages jump out. If the website is offering something, make sure the offer is simple and transparent—and be clear about what you are asking people to do if a response is needed.

Include important messages before the fold.
Anything that appears ‘above the fold’ is immediately visible when the webpage opens. Site visitors will use this information to make an instant decision as to whether the site is useful to them—they will only scroll down if you have successfully grabbed their attention and aroused enough interest in the product. Do this by being upfront with your offer and product benefits.

Allow for wandering eyes—break up your messages with copy boxes.
People don’t follow regular paths when they read a webpage, they muddle through. Use boxes and columns down the side of the screen to present multiple messages or sound-bites.

Be economical with visuals.
Research shows that text is more likely to catch people’s eye than images when browsing online.

People are online to save time, so respect it.
Website visitors are restless. They spend more time scanning and clicking than reading, and they expect quick progress once they have decided to make an order. Your copy must:

 Shout the offer—most people are looking for something free, first, or forbidden.
 Be specific—the first 5 words must have meaning.
 Make the news stand out—don’t bury your message.
 Signal where to go—make the actions visually clear, ensure the click-through paths follow a logical sequence, make sure visitors can go straight to the key information, and above all, don’t ever ask your reader to think!

Speak to the individual, not the audience.
Try to personalize your web-copy as much as possible. Build a picture of your readers. Are they likely to be familiar with the product on offer? Are they likely to be regular Internet users? Are they in regular communication with your client’s company? If the answer is yes, integrate that knowledge into your copy to make your reader feel more connected and understood. If you don’t know, give visitors a choice of avenues so they can access more targeted information (as explained in Part 1).

For example, you could include links to detailed product information, company news updates, and guided ordering instructions for people unfamiliar with using the Internet.

I hope you found the tips in these two entries useful – and that next time you receive a brief that could benefit from a little cyber-wisdom, you’ll feel confident enough to evaluate the concept and propose changes to the copy.

For more copywriting tips, visit copywriting-designers.com.

[Source: Shaun Crowley - graphicdesignforum.com - November 2007]