To create effective copy for a website there are some secrets to making both search engine and reader friendly.
Effective web copy should fill two needs
1. The needs of the viewer
2. The needs of the owner
To fill the needs of the viewer effective web copy should be
A. Easy to read - leave lots of 'white space' in your web copy - don't cram a lot of information into your pages;
B. Non-Spammy - how many of us look at a website and are immediately turned off because it looks like spam
C. Audience specific - if your website is geared towards children make the copy child friendly. If it's professionals it should be professional;
D. Visually appealing - this sounds like it's basic but it really isn't. Remember that people reading on the web are actually going to 'skim' over your text, it's not like reading a book
E. Provide "Bullets" - people reading online skim the content. Make sure that your content contains short sentences and bullets.
To fill the needs of the owner effective web copy should be
A. Key word rich - key words have to flow through your text properly to be considered effective web copy (take a look back through this article and look for the key words!)
B. User friendly - effective web copy does not create more questions than it answers
C. Sends a message - effective web copy sends a clear message to potential clients and visitors
Writing effective web copy shouldn't be a mystery and effective web copy should ensure there is no mystery to clients and potential clients who land on your website. There are some 'triggers' that will take what should be effective web copy and make it very ineffective including:
A. Bad information - to create effective web copy you should be accurate at all times. There is no excuse for inaccuracies;
B. Typos - effective web copy is perfectly spelled;
C. Grammar - effective web copy always uses perfect grammar;
D. Erratic fonts - effective web copy should contain the same font from start to finish - otherwise readers will turn away;
E. Proper reading level - effective web copy should be reflected in your readibility statitics. You can evaluate reading levels in Word by using your tool bar as follows: On the Tools menu, click Options, and then click the Spelling & Grammar tab. Select the Check grammar with spelling check box. Select the Show readability statistics check box, and then click OK. On the Standard toolbar, click Spelling and Grammar
If you're attempting to create effective web copy there are some things you should definitely avoid:
A. Slang - to ensure effective web copy make sure your copy is written in proper English - using slang will send some viewers away;
B. Jargon - if you have jargon in your web copy that is not readily understood people will not read it.
Anyone who can write can produce effective web copy. You simply need to follow the basic rules.