Writing Copy for the Web
Writing for the Web
Your opening words must tell people how they will benefit from visiting the site. You must also give people a brief idea about the nature of the site – what specific product or service is it selling / what free product or service is it offering / what can people expect to find at your site?
The Heading
On the Web, there isn’t time for cute headings – people want information and they want it now!
So you need to let your readers know exactly what you’re offering in your heading. Your heading should be no more than four or five words – the fewer the better.e.g.
Free Software
Web Design
Improve Your Writing
A Joke a Day
Learn HTML
How to Relieve Pain
Words that Appeal
There are a number of words which have been shown to appeal to readers, some of these are:
Free – New – Proven – Secret – Success – Instant — Fast –
Simple — How to — Save Easy– Limited time only
Always try to include at least a couple of these words in your ad.
Personal Pronouns
We’re all most interested in ourselves, so direct all your comments to you, the reader.
Use you, your, yours wherever possible.
Include we, our, ours throughout your ad, but use I, me, mine very sparingly.
Give Facts. Don’t say: make “thousands of rupees” with this scheme, say: we’ll “see a 20% increase in sales within the first year” – and it will be more likely for people to believe you.
Use numbers if possible – “101 Uses for Plastic Shopping Bags” is more likely to gain attention, than “Things to do with plastic shopping bags”.
Don’t use adjectives and adverbs.
Don’t be clever if it means some of your readers won’t understand your ad.
Organization of Ideas
You should always start with the greatest benefit to the reader:
Expected improvements in finances, health, career, romance, appearance, security, self-esteem
Removing worry
Eliminating unpleasant tasks
Reducing physical, mental pain
End with an Appeal for Action
Always finish your ad by telling your readers what you want them to do:
Click here for more information
Act now
Go to our secure order form
These simple rules will help you create engaging and relevant web content.
