So how should you write for the web? Here's some top tips to get you started.
1. Keep sentences short
Short sentences are easier to digest. They require less brainpower. Your visitors are one click away from your competitors, so don't make it difficult. If your sentence can be written simply, write it simply.
2. Get the message across quickly
You can get the essence of your communication across in the first few words. Don't make someone read through a whole paragraph to get to the point - they'll not get that far.
3. Use the words of your audience
Your vocabulary needs to use the words that your readers are familiar with. There are 2 good reasons for this. One: it's easier to understand. Two: these are the words most likely to be typed in by your visitors to Google. If you put these words on your page, your copy will already be on the way to being optimised for search engines. Use Google's keyword suggestion tool to research what words to use.
4. Keep paragraphs short
A good example of this is the BBC news site. Each paragraph is simple, short and easy to digest. Long paragraphs are just hard work.
BBC example article: Facebook's developer platform
5. Use good grammar and spelling
It sounds simple, and it is. I don't claim to be perfect either. I do however see sites that lose credibility at the last hurdle with a spelling mistake.
6. Be consistent in your style
By style I mean the way in which you use numbers, abbreviations, dates and terminology. It just makes your site more coherent.
7. DON'T USE UPPER CASE
It's so much easier to read sentence case!
8. Use headings, subheadings and bullet points
This gives your article structure, makes it easy to scan read. Website visitors rarely read every word - they need to be able to scan through quickly and select what copy they feel like engaging with. Ask yourself the question: "can I see at a glance what this article is about from 5 feet away?"
Related articles
- Interesting article from Jakob Neilson: Passive Voice Is Redeemed For Web Headings
- Fantastic site for online copy writing: Nick Usbourne's Excess Voice - copy writing tips for the web
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