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Keep Copywriting Short And Simple
By odie | August 24, 2008
As a business owner you are continually working to generate traffic to your website, but you also want your visitors to keep coming back. With that said, there are several things you should keep in mind when producing copy for the web.
Unless a visitor has been driven to a laser targeted landing page on your website, they are likely to do nothing more than skim the first section of your page. The longer your copy is, the less likely it is that it will get read so do not place long pieces of copy on pages where visitors do not expect it to be.
Writing simple copy is important because you want your visitors to be able understand what you are trying to present to them without a lot of work on their part. They do not want to spend the time trying to figure out your website, and you do not want them to think about whether or not they should buy from you. Your goal is to get them to click the order button without a thought. If you cannot give the facts briefly and directly then you should consider rewriting the copy.
Object to convey one key point over one or two lines. Whatever longer and you are able to simply fall back the objective of your visitant.
Again, your visitors are specifically looking for something, so once you have captured their attention you need to direct them to a page that has more detailed copy. Provide them with a hyperlink to a fresh page that contains all the information they need.
If you really need to include longer passages of copy in order to get your point across, then make sure that you format it in a style that is comfortable for the reader. Break up your copy so that readers can skim it and still get the answers they are looking for. You can do this by using headings, sub-headings, bullet points, and short paragraphs.
Longer passages of copy don’t require to sustain the approach of directness that we’d use in shorter copy, anyhow, make certain it’s easy to know and that visitants are not going to be discouraged from understanding it due to its complexness.
Try to retain a impersonal sound when writing copy. You have to aspire to acquire copy that is easy to understand and sustains an unassuming sound, and is neither boring nor overbearing. Ignoring any of these easy guidelines may cause your reader to cut and you are going to fall back the opportunity to convey your point to them.
Topics: Copywriting |
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