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Writing for the Internet
Three things to remember when you are contemplating the copywriting on your website:
- Print readers read, web readers scan
- The average time spent on a webpage is about 25 seconds
- 72% of business website owners do not address benefits
This means the following:
- Use benefits instead of features
Feature: This car has a 400 horsepower, turbo-charged, high compression piston engine
Benefit: This car goes so fast, the bugs will vaporize on your windshield!
- Use one idea per sentence
For example, this sentence has three ideas:
As an independent agency, we can provide coverage from several different companies which enables us to provide you with the right insurance coverage for your needs.
Here’s how that might be rewritten:
We serve you as an independent insurance agency. Being independent means we have access to several top insurance companies. Having multiple choices means your insurance needs will always be met.
- Write in short sentences (7 to 15 words) and short paragraphs (3 to 5 sentences)
For example, this sentence:
In addition, XXX counsels clients on patentability, infringement and validity issues, and has prepared clearance and validity opinions in a wide range of technologies, including emulsion explosives, viscosifiers, surfactants, electrochemical fuel cells, thermoformed plastics, plastic films, contact lenses and pharmaceutical compositions.
Might read better like this:
In addition, XXX counsels clients on patentability, infringement and validity issues. She has prepared clearance and validity opinions in a wide range of technologies. They include emulsion explosives, viscosifiers, surfactants, electrochemical fuel cells, thermoformed plastics, plastic films, contact lenses and pharmaceutical compositions.
- Address the website to your customer or prospect. Use You as much as you can, instead of We or I.
There have been studies on the way people view websites—what draws them in:
- F-pattern: Studies tracking eyeball movements on computer screens suggest that viewers read websites using an F pattern eye scan (see example on page 5).
- Webpage Position: Content placed in premium positions on the page is perceived as more important.
- Bolding: Bolded type attracts the eye because of the contrast with the words around them.
- Reading: Figure that only 20% of the words on your page will be read.
- Links: The most used feature on a website page are links within the content.
- Space: Things in space stand out and are easier to distinguish.
- Font: Times New Roman is an example of serif font (thought to be better for print material) Verdana is an example of a sans serif font (thought to be better for screen reading)
Keeping these things in mind will help as you design or add content to your website.
About the Author
Steve Wyrostek is a professional freelance internet writer. His company is No Cliche Copy. He has written websites for businesses from psychics to attorneys to dentists and everything in between.
He also writes articles, eBooks, press releases, blogs, newsletters, you name it- all at a reasonable price.
A Chicago native, he now resides just 60 miles away in the Lakeside town of New Buffalo, Michigan.
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