The essentials for writing copy on the web can basically be broken down to one thing you’ve likely heard about often: Compelling content. However, how you organize that compelling content is another thing in making it suitable for how people read online and where it gets placed on search engines. When writing copy for your website, keep some textual and structural things in mind so people will be more apt to return and read the details about your small business or organization.
The Art of Brevity
One of the flaws in creating web copy is in the feeling that one needs to create myriad words in order to interest readers. In a different era of newspapers and magazines as the only sources of reading, writing long pieces of substance was (and still is) a given. Reading on the web, however, has given way to shorter attention spans.
Whether that’s a negative or positive, you have to be brief in making points on your website. Even most blogs you see are less than 400 words. And you should never make it an effort to repeat a point when it can be said once. Yes, I say you should never make an effort to repeat a point.
Short and easily read paragraphs is the way to go when first capturing attention of readers in your web writing. While you’ll still see long and thick paragraphs on some websites, those might have been written during an earlier time within Internet’s 20-year history. Today, the less thickness of paragraphs and the more brief you are in making points, the more apt people will be in reading your words from beginning to end.
Think of a Compelling Title with Specific Keywords
Your title is going to entice anyone to want to read past the first paragraph. Nevertheless, no matter how compelling or creative your title is, you can’t make it too obscure so it isn’t findable on search engines. Think of a long-tail keyword that most people would use when searching for a business or organization like yours. Enter that first, then perhaps add some other creative words around it so you don’t sound overly basic.
Headings, Bullet Points, and Lists
Organize specific thoughts with subheadings throughout your copy. This helps people hone in on something specific if they’re just scanning your article for quick information. Bullet points help whittle some of those finer points down, particularly in quick details or actionable statements. Lists, as well, are very popular with people on a psychological level. That’s because lists provide curiosity of what your top pick is in your best-of rundown.
In an image-based culture, posting pictures is essential to pique interest in your words. But if you’re new to web writing, you may not know how to post pictures on a website. It’s easy to upload pictures onto many website templates like WordPress. Then again, you may not know which pictures to use and if they’re cleared legally for use.
You have many options in stock photography sites that offer free pictures without having to give credit or pay a fee to a photographer. MorgueFile is one of the best known. You can also find public domain photos by doing a Google image search and checking to make sure a selected image is part of the free-use creative commons licensing agreement.