August 19, 2007 20:52
Category: Writing
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If not for split-second judgment by the viewers, writing web copy would have been a lot easier. Okay, I qualify that by saying that no more than a minute or two is all that you have to attract and retain the attention of visitors who come calling to your website.
This is sad but true. If you check the logs of your website you may find that a good number of viewers leave the site barely a minute after they arrive. Take heart that this is the case with many websites including mine.
The Reason
What could be the possible reasons for viewers' apathy? Granted, many visitors do not exactly find what they came for in the first few minutes, and so they leave.
Or perhaps they lack the patience of searching the relevant information unless they are able to get it almost immediately upon arrival.
Still, there may be quite a few who find the website difficult to get information from despite spending some amount of time. Blame it on bad page design, poor navigation, small fonts, too many ads, and so on, but do blame the uninspiring writing as well.
A good web copy must have all the usual ingredients that make it inviting and comfortable for visitors. And that includes informative content written in a way that arrests attention in the very first glance.
Here let us take a look at some steps that enhance the readability of a web copy (readers may also refer writing tips for blogs):
Visual Appeal
The first essential is making the writing easy to scan. Heading, sub-headings, medium-sized font, short paragraphs, short sentences, bulleted lists if applicable, a preamble and a conclusion are all that make a strong visual appeal to the lay readers.
The heart of any writing lies in the logical flow of content. We are practiced to expect an introduction, followed by the meat of the matter, and a conclusion in the end.
A hierarchical approach to the writing following the accepted norm as above goes a long way to assure readers of a certain value to expect from it.
Main Heading Matters
Oh yes, it does. The main heading is what the viewer sees when he comes to the page. It has to be clear and inviting tinged with a dash of expectancy.
One may like to go overboard, but remember the rest of the page has to keep up with the tone so set in the main heading. If that is not your writing style, it's better to avoid a high-sounding main heading.
Apart from main heading, it is always prudent to make use of sub-headings to differentiate sub-topics. Here the stress will be less on dramatics, more on the actual matter being discussed.
Opening Paragraph
To me this is the most important portion in the entire web copy. Though many readers try to judge a page based on their understanding of the main heading, discerning readers will rather look closely at the opening paragraph.
It is here they will decide whether to go past in order to delve further in the page or leave it altogether.
The opening paragraph will not only elaborate on the main heading, it will also tell clearly what to expect from the rest of the writing. It is worth spending time to do it well.
Main Content
The meat lies here. Of what value are the other page parameters if your main content lacks what the visitors want and deserve?
If you know your topic well and know what to write, half your effort is over. The remaining half is to dress up your language to make the writing a pleasure to read. Here are some quick tips:
- Visualize what your readers need.
- Your content must be specific and relevant.
- Write relatively short sentences.
- Use simple word instead of difficult word.
- Active voice is better than passive voice.
- Use correct spelling, punctuation, and grammar.
- Avoid foreign words, specialist terms, abbreviations and acronyms, and unnecessary jargons.
- Cut off words that are not required.
- Read and edit after you complete, and repeat the same after each correction.
Conclusion
Like any conscious effort, writing too improves as you write more. Your style will have a distinct hue, and it will become consistent with time.
When you write a good web copy, visitors will find it interesting to read and gain information from. In turn they will explore your other web pages, which precisely is what you want in the first place.
