Ten Tips To Writing Web Copy
June 30th, 2009 // 4:07 pm @ Fox
- Web copy should be left-aligned. Indenting the first word of a paragraph is often used in print material but is not correct for Web copy. This has become a standard with Web writing and also with modern business letters.
- Do not use underlines. On a Web page, underlined words often represent links. It confuses a reader if a word has an underline but is not a link.
- Do not colour-code words to highlight them. Many websites use a colour theme for links so a coloured word may lead the reader to think it is a link. Headings can have a colour theme.
- Use bolded words or italics where appropriate. Highlight a word or sentence with bolded or italic font. Don’t overdo it.
- Use semantic headings. Depending on how your page is set up, use H1, H2 or H3 headings where appropriate. The use of semantic headings is like letting search engines know the importance of a heading and is better house-keeping from a styling perspective.
- Do not use long sentences. Long sentences are for print material. Online copy should use short sentences which are to the point. Break up your long sentences into two sentences.
- Break up large blocks of text. It is difficult for the reader to absorb large blocks of text when reading online. Try to keep blocks of text to a minimum and break the page up with images, headings, bullet lists, words in bold or white space.
- Reference material used from elsewhere. If you are quoting someone else, using their information or thoughts, always cite the reference whether it is a link to their site, or a mention in the copy, or in references at the end of the copy. Plagiarism and copyright infringement are serious issues.
- Have a clear call-to-action. If the purpose of your page is to encourage a sale, or provide information on a product or a service, always make it clear to the reader what the next step is. A simple call-to-action such as ‘Order U-Beaut Now!’ or ‘Contact us today for a quote!’ with a link to the relevant page would suffice.
- Have interesting content. If your site is a business site, write in a general, neutral and professional tone, but don’t get too bogged down in trivial detail. Keep the content fresh and appealing. More intricate detail can be offered in a PDF or over several pages, giving the reader the choice of reading more.