There are countless folks posting web copy on the internet these days, and it may seem daunting to create unique, compelling content that’s truly readable.  The following tips will help jumpstart your web copy pursuits.  These tips will help you create web copy that captures your target audience’s attention and gives them what they want

  1. Know your goals.

What are you trying to communicate?  Are you writing to inform?  Persuade?  Your purpose in writing will affect the tone and style of your web copy.  What do you hope occurs as a result of someone reading your web copy?  For example, if you want people to check out your main webpage, make sure you include a link.  If you want people to learn more about a particular topic, post a recommended reading list.

  1. Make it personal.

Know your audience.  Write to that demographic, or at least don’t offend anyone.  You are writing for your audience; you are not writing for yourself.  Write about what your target audience wants to read about, not necessarily what you feel like writing about.  Try to appeal to peoples’ emotions.  If you can connect with someone emotionally, you’ve already won half the battle.

  1. Keep it simple.

Your web copy must be utterly readable.  Spend some time and create a catchy title and equally compelling sub-headings for the rest of the content.  Most people scan articles without reading them all the way through, so treat those sub-headings as last-ditch efforts to reel them in.  Keep your sentences simple and straightforward.  Read it out loud to make sure it makes sense.  Avoid run-on sentences, and (overly) pretentious vocabulary or industry jargon that will alienate some readers.

  1. Make it visually appealing.

We’ve all stumbled onto those horrifying websites with terrible color schemes and illegible fonts.  You know, where they use a childish-looking yellow font on a hot pink background (or something to that effect).  Don’t do this to your readers.  Use color, but strategically.  Leave lots of white spaces, and use bold/underline to highlight titles and headings.  In short, make it look nice.  Add graphics and links.

  1. Use keywords.

Since you know the value of SEO, think about how you would Google the topic you are writing about, and then use those words when you write your web copy.

  1. Edit.

Typos and misspellings make you look bad and undermine the strength of your arguments.  Have someone else proofread, since they have fresh eyes.

If you follow these tips, you’ll be on your way to writing fantastic web copy!


John Bradley Jackson

Top Dog

The BirdDog Group


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