Web Site / Social Media
Web copy is scanned. Or glanced at. Not read.
How do we write for people who have learned to scan, not glance or read?
We follow a few basic guidelines.
Your web visitors are hunting for information or products. They make quick decisions without thinking.
Think of your web visitors as a hungry animal hunting for information, as if they were an animal on the hunt for its next meal.
Your web visitors consider the same two things: Does your website offer what they’re looking for? And can they find it easily?
2. Put your most important information first
3. Don’t try to be clever or creative
4. Write for scanners
5. Use familiar words
6. Make your copy easy to read:
Use short paragraphs – four sentences max
Use short sentences – twelve on average
Skip unnecessary words
7. Expect people to arrive anywhere on your website so make it easy to get to "Home."
8. Make it easy for hunters to find you
Lure potential customers to your website by providing useful information.
Above all: Be helpful.
9. Make a visual impression
The truth about writing persuasive web copy
I’d love to tell you that writing persuasive web copy is easy. But the truth is that writing simple, useful copy is hard. Instead make your text as simple as possible.
Be clear. Be specific. Be bold.