Creating brilliant website copy
The internet lends itself to a different way of reading information. You must be mindful that often people who are on your webpage are scanning for information and often don’t read every word. It is therefore important that you improve the ‘Scannability’ of your site. You can do this by:
- Using Highlighted keywords (hypertext links serve as one form of highlighting; typeface variations and colour are others)
- Create meaningful sub-headings that give the user the sense of the page if that’s all they read
- Use bulleted lists and other layout tricks to improve scanning – info-graphics are fantastic at displaying a concept idea in a simple way
- Only ONE idea per paragraph
There is also the issue of SEO or Search Engine Optimisation. Essentially, you want to be found on Google (and other search engines). In order to achieve this, your copy must be written for humans and for machines. This can be a tricky balance, but it is not impossible. To do this, you must ensure you are using the key ‘search’ terms that your customers would be using to find you. For example, if you are a personal trainer in New Farm, you would use this throughout the text of your site. Google will rank this higher as it appears to be relevant to the information searched. However, you do not want to have the key words used so frequently it eliminates the sense or the interest for the reader.
Keeping the reader engaged and coming back…
Here are some ways that you can create interesting content to keep a reader engaged:
- Try STORY TELLING, everyone likes a story.
- Implement CREATIVE IDEAS.
- Use a CONVERSATIONAL style.
- Remain ENTERTAINING (even with important information).
- Be OBJECTIVE- DRIVEN
- Be CONTEXTUALLY AWARE