There’s a big difference between writing for print and writing for the Web. Website text or copy as it’s called, is constructed very differently than traditional print writing. Unlike print writing which is based on a concept, website copy is constructed around a particular or group of keywords. In addition, website copy is specifically written at a lower literacy rate. The idea is to not only make the copy people friendly, but also computer friendly so search engines can easily index the page, returning higher organic search results.
Consider the following:
Don’t just use a company’s sales literature.
Although terms like “the best” work really well in print sales literature, they do not work well on a website. Stay away from sales language when creating copy for a website.
Although terms like “the best” work really well in print sales literature, they do not work well on a website. Stay away from sales language when creating copy for a website.
Use the right Keywords.
Before you begin writing research your keywords. Knowing what terms people are using to find the content you are writing will mean the difference between being found and getting lost on the internet. Take the time and do the research so you are sure you’re constructing your copy on the right keywords.
Before you begin writing research your keywords. Knowing what terms people are using to find the content you are writing will mean the difference between being found and getting lost on the internet. Take the time and do the research so you are sure you’re constructing your copy on the right keywords.
Remember your audience.
Almost half of all internet users read at or below a sixth grade level. You need to keep this is mind when writing your copy. A great tool to use to determine what level you are writing at is found in Goggle Docs. In the tools menu, select Word Count and then Flesch-Kincaid Grade Level. If you discover your writing is still to sophisticated you may need to go back and change some of the language.
Almost half of all internet users read at or below a sixth grade level. You need to keep this is mind when writing your copy. A great tool to use to determine what level you are writing at is found in Goggle Docs. In the tools menu, select Word Count and then Flesch-Kincaid Grade Level. If you discover your writing is still to sophisticated you may need to go back and change some of the language.
Brevity is key.
As a rule, web pages should run between 350 and 600 words. If you need more than that, you may want to consider hyper linking areas of the copy to new pages, if you need to get more in depth about a specific topic.
As a rule, web pages should run between 350 and 600 words. If you need more than that, you may want to consider hyper linking areas of the copy to new pages, if you need to get more in depth about a specific topic.
You’re writing for humans not computers.
Because you base your copy on keywords it can be very easy to write for computers first and humans second, but copy written for computers doesn’t make for compelling reading. Use the keywords, but write for humans first. The more interesting your content, the more likely people will be to link to it, and in turn, the better search results will be. Always write for humans first.
Because you base your copy on keywords it can be very easy to write for computers first and humans second, but copy written for computers doesn’t make for compelling reading. Use the keywords, but write for humans first. The more interesting your content, the more likely people will be to link to it, and in turn, the better search results will be. Always write for humans first.