Web copywriting is different from writing for a newspaper or magazine. There are rules to follow and factors to consider to be able to create web content that can effectively catch the attention of web users and make them stay on your website. Below is a list of factors that make up a winning web copy.

Clarity

Clarity is in the eye of the reader, not of the writer. No matter how clear your words seem to you, never assume they’re clear to your readers. Express only one idea in each sentence. Use the active voice since it is more direct and vigourous than the passive voice. It also results in shorter, stronger sentences.

Relevance

It is important that every page of your site contains relevant, information-rich content. Readers expect relevant content online. If they don’t find it quickly, they will leave your site immediately.

For SEO purposes, the trick is to mention your target keyword at the start of the first paragraph and also at the final paragraph. When search engines see that you are talking about the keyword inputted by the user on the search query box, they will consider your site relevant to their search.

Brevity

As a general rule, online text should have half as many words as print text, but often one-quarter or even one-tenth is called for. However, shorter isn’t always better. Writing concisely is a juggling act. Remove unnecessary words, but never sacrifice clarity for brevity.

Scanability and readability

Online readers tend to scan, quickly looking for what they need. Whenever possible, organize text by using headlines, bullets, and frequent paragraph breaks. Use brief sentences, short paragraphs, and simple language. Use sub-headings, bold text and italicised text to break up the information. Present the information logically and write with your readers firmly in mind. Include a site map or table of contents on your site and make sure that it is accessible from every page.

Error-free

Grammatical mistakes, typos, and misspellings can spoil, or even ruin a reader’s experience. Errors project an air of unprofessionalism, sending your visitors away. Don’t try to be the sole proofreader of your writing. Have someone else — preferably a professional proofreader or editor — proof it both before and after coding.

Creating a winning web copy should always be your goal as a web owner. Make sure that you present reliable, fresh content to your visitors to make them want to stay on your website and trust on the products and services that you offer.

If you need help in content writing and marketing, feel free to get in touch with me.