More about writing
Creating Compelling Web Copy
10 Tips
Be Personal
Stodgy paragraphs written in third person are no longer in fashion. The internet is extremely personal, and getting more personal by the moment. People come to the internet to explore in a relaxed nature, not to feel like they are reading from an encyclopedia.
Being personal also means revealing your personal side to the visitor. Besides placing your photo on the “About Me” page, your web copy needs to convey your personality.
- Use Language Yo Mama Would Understand.
Oh, I went there. There’s nothing worse than visiting an authority website as a newbie and not understanding all the different terminology. Accommodate all visitors to your site, and try not to get so academic that you lose potential subscribers.
- Draw on Common Metaphors or Experiences.
One way that people relate to each other is through shared experiences. For example, when I said earlier that I felt inferior to Wikipedia, I’m sure some of you agree. The point is that by me sharing a painful realization, it creates bonding. Find a way to connect with your readers so that they understand that you are them. You are engaging in a dialogue between friends, and not a lecture.
- Use Pictures That Compliment Your Composition.
Reiterating what I said earlier, your words are the most important part of your article or blog post, but that’s not to say that pictures are unnecessary.
- Read It Out Loud.
This can’t be stressed enough. Reading your words out loud helps you become more personal in your writing.
Don’t Edit Until The End.
A common mistake many writers make is to edit as they go along. Editing before finishing is like cutting hair without looking at the entire head.
- Remember That Sarcasm is Hard to Pull Off.
I know you’re funny, but it’s hard to read sarcasm or humor into web copy. At best, people will think that you’re not funny (which is probably what you’re thinking about me). At worst, people will think that English is not your first language. Only infuse humor when it’s unmistakable. You can still be personal without it.
Tidy Up Your Speech.
I know that the internet is free of all sorts of traditional boundaries, and that tip #1 told you to be personal, but there is such a thing as “getting carried away.” Getting too colloquial, or using foul language, only hurts your brand. There is a portion of your visitors who will, without a doubt, be offended at your use of distasteful words.
- SEO is King.
Keywords are a stupid little brother, but they are a necessary evil. If you want to draw a crowd, you need to enrich your writing with keywords that will draw the right web surfers to your site.
- Be Scannable.
Humans love headings in bold black. We love short bursts of text and a balance of white space. Hopefully, they will encounter a headline that makes them stop and read and maybe double back.
Jacqueline is an artist and a writer who spends an inordinate amount of time playing Super Nintendo and watching Star Trek. You can find out more about Jacqueline on her website, and follow her updates on Twitter.
