Keep in mind three general rules when trying to write effective web copy:

#1 Readers scan web sites for information. Their eyes move quickly from headings to brief sentences. Visitors who reach web sites using search engines are moving quickly from one site to another seeking information tailored to their needs. Follow these rules to write the web copy that will keep visitors from bouncing off one page and not taking action.

#2 Web sites normally want to attract readers from search engines. This means that titles, opening sentences and ending sentences should consistently use words and phrases that are sought-after in search engines. Use keyword tools to determine options related to writing specific keywords. However, also remember that all words on a site are important and don't delay the project by trying to write the one best phrase that will generate traffic.

#3 Don't overdo the elements listed below that capture a reader's attention. Think of them as "spice" or "flavoring" when cooking. Use them sparingly to increase their effectiveness.

Home Page

The home page welcomes the reader using headlines that are easy to scan and minimal text. The text and images should complement each other and invite the reader to link to a desired page for products, service, or company information.

Interior Pages

Arrange the pages so the flow is logical. The elements listed below allow a reader to quickly scan the page and find the information that is most interesting to meet their needs.

A)Headlines

Write headlines that correspond with the page titles in the navigation.

B)Headers

Use sub-headers, or headers, to title paragraphs on pages that require the reader to continue scrolling down below the fold of the screen.

C)Text Treatment

Break the text into brief paragraphs of no usually two or three sentences. Longer paragraphs can keep attention if the meaning is clear. Using images can hold the interest of the reader and also show them that the text is continuing.

D)Bullet Points

Use bullet points for major ideas and this method helps organize a page so it looks less cluttered.

E)Hyperlinked Text

Use hyperlinks to draw a reader's attention to select key words and phrases so they'll link within the site. A few hyperlinks are good but too many become distracting.

F)Bold Text

Capture a reader's attention by using bold-faced text in key paragraphs. But don't use it in every paragraph or the impact will diminish.

Effective web copy is written, uploaded and then it can be re-written. Keep this in mind when finalizing the content. Remember, web platforms and content management systems allow writers and decision-makers to revise their work as needs arise.

Learn more about this author, Don Simkovich.
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