Tips on writing content for your website
Before you begin creating content for your website, it's useful to understand that people read web pages differently to printed material.
Long blocks of text are intimidating on screen, so break it up wherever possible. Why not divide long pages into 'sections' which could be presented over several pages?
Keep it as simple as possible and follow these ten top tips for writing good web copy.
- Write for your audience. Never forget who they are and what they want to hear. You aren't writing for you, your boss or your organisation. Your audience is the most important person. Keep them at the forefront of your mind.
- Keep in mind the purpose of what you're writing. Why are you writing it? What do you want your audience to do when they read your copy?
- What is the message you're trying to convey? Define what it is - and keep it clear and simple. Don't let anything detract from your message.
- Turn features into benefits. What is the benefit to your reader? Show them the benefits of using your products or services. Where possible, provide them with a solution to their problem.
- Keep your language and your style as simple as possible. Keep sentences short. Avoid jargon and slang. Make sure your language is unambiguous. Establish trust by sounding clear, professional and logical.
- Write in bite-sized chunks. Break up long chunks of text by using headings and sub-headings, bullet points, tables, boxes, pull-outs - and highlight key words and sentences. Make your content visual - it's easier for readers to scan and understand it.
- Cut your words down by 50% for the web. Less is definitely more. Cut out waffle, redundant words and repetition. It only serves to detract from the message you're trying to get across.
- Use objective language and a scannable layout to improve your user's experience.
- Think about accessibility issues. Keep headings and links logical and clear. Avoid using brand names, acronyms and overblown language.
- Your visitors want to:
- Find what they need
- Understand what they find
- Act appropriately (contact you, find out information)
- And do all this in as little time as possible.
Help them to do this by keeping it as simple as possible.
