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Writing for the Web
Studies have shown that the majority of people rarely read web pages word by word. Instead, they scan pages to quickly gather information. So, the first step to making your web site's copy more effective is to help make your text scannable by using:
Web users are more skeptical of what they read on the Internet because it's unclear who is behind the information. Establishing and maintaining credibility with clients is key, especially if you're in the business of selling a service. Quality site design, graphics and photography are all important in helping a web site to instill value in your company. But good writing is just as important. Strive for copy that has a relaxed tone, but pays attention to details and facts. Boastful copy that makes subjective claims ("best ever") dilutes your credibility and wastes your viewer's valuable time. Give your visitors clearly stated facts and leave the boasting to the client testimonials you've gathered. Try to post only client testimonials that laude specific attributes of the product or service they've purchased. Instead of just saying that your company is bigger or better let the testimonial explain exactly what it was that gave your client value for their money. Text Should be Concise Don't burden your visitor with fluff and hyperbole. They'll read right through it anyway. Give your readers what they want - information. But by the same token, try not to sacrifice too much writing style or you'll loose them just the same. Just give them the facts in an easy to listen to voice that doesn't stray from the point you started to make. Predict and Answer Always keep your reader in mind when writing your copy. Will they understand all the terminology, processes, procedures, timeframes, etc.? Even if you believe that most visitors will understand all the cryptic acronyms and industry shorthand take time to explain the important points in lay-man's terms. That layperson may just be your next best customer. And what about all of those annoying phone calls your company receives from people asking the obvious? Most of the time people assume that what is either implied or is typical for an industry to be the case, but before they commit to making a purchase or hiring a service most people like to see it in writing, so put it there. The more clearly your product or process details are stated the less anxious buyers will become. Break it up Long columns of homogenous text are boring to read, and difficult to scan. So break up the monotony with these simple guidelines:
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