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How to write effective web copy.

Web copy is very different than copy for print. It's important to keep this in mind when writing for your website or blog. Here's how to write effective web copy.

1. Be brief. Studies have shown that a visitor to your website will usually allow you four seconds to catch their attention. That's all. You have just four seconds and within those four seconds, their eyes will scan the page in an "F" configuration. This means they will read the first line; next they'll jump from word to word down the key words on the left side to the middle of the page. In the middle of the page, they will read half a line. Then they will scan for powerful key words down a bit more on the left side. Therefore, be brief and catch the reader's eye with strong, interesting words.

2. Choose powerful words when you write. Use action verbs rather than bland wishy-washy ones. Pick descriptive and specific nouns for your sentences. Avoid using adjectives and adverbs as much as possible. The extra words just slow down the reader. Readers on the web are in fast forward. They spend a few seconds on each website when they are surfing the net. Make sure that you site is one they will linger on for a bit longer. So don't allow the layout to be too dense with long paragraphs. Save the descriptive verbiage for that novel you are writing.

3. Be sure your pages have plenty of white space on them. Busy pages packed with too much information will just send people clicking to the next website. Instead, keep your web pages simple and easy to read. And limit pop-ups. There is nothing as annoying as being in the middle of reading what someone has on their website only to be interrupted by something popping up to block your view of that text.

4. Use lists and bullets instead of solid paragraphs in writing your web content to make it easier to read. Also, start out a section with a question or just the name of a topic. This will catch the eye of the reader.

5. Make sure each entry has a beginning, middle, and end; so you don't leave the reader hanging. It's okay to use a hook or teaser to lead a reader to the next page, but it's not okay to leave them hanging.

Effective web copy is clear and concise. In order to ensure your web copy will serve you well, it's always a good idea to have it edited by a freelance editor. A fresh look at it will ensure it doesn't go up with any errors that will cause you to lose credibility in the eyes of your readers.

Learn more about this author, Lou Belcher.
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