When it comes to the web and web copy, we don’t follow our mother’s advice – “Don’t judge a book by its cover.” That little ditty was a warning to avoid jumping to conclusions upon first meeting of anyone or anything.
But that principle doesn’t apply on the web. First impressions are central to making and keeping website visitors.
How to Write Copy That Leaves an Impression
So how do you write web copy that will make that great first impression? How do you make it magnetic? Whether you’re blogging or creating static content for your website, here’s a web copy manifesto that will ensure that you don’t worry about first impressions:
- Write short sentences. No extra clauses
- Make one point per sentence
- Keep paragraphs short (sometimes even one sentence – breaking traditional grammar rules)
- Use subheadings – chunk and segment your content. This helps your readers scan and find the pertinent information that they are looking for.
- Use bullet points – great for scanning which online readers do… It’s like reading down a list without extra verbiage in it (like phrases and all that extra stuff that make up sentences)
- Use Bolding or italicizing to make certain phrases stand out – this draws your readers’ eyes to them
- Include hyperlinking – this creates a smooth user experience and you can guide your reader to where you’d like them to go
- Know your keywords and use them strategically. [This web writing technique is not for your readers but for search engines]
If you use these web writing principles, you won’t have to worry about being “judged by your cover.” You’ll be on your way to keeping and then engaging your site visitors.
Have we missed any web writing techniques? What else do you do to magnetize your web copy? Leave us a comment.