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"5 simple ways to improve your web copy"

Did you know that, for the under-40 age group, the Internet will become the most popular media within the next 2-3 years?

It's never been more important for small and medium-sized businesses to have a strong web presence. However, writing for the web requires an understanding of its peculiar features. Leigh Marlow looks at how to avoid the most common mistakes that businesses make.

Your visitors (potential customers) will thank you for remembering these simple rules:

1. Be concise
Try to get your message across in as few words as possible. A good rule of thumb is to reduce your web text by 50% compared with printed documents.

A visitor will spend on average between 3 - 15 seconds on your page before deciding to move on. Give them the information they require, concisely. If you need to expand on your content, use links within the page - allowing them to navigate for specific, more detailed information.

2. Headlines and sub-heads can make or break your page
Once your page has loaded, the visitors' eyes are immediately drawn to your headlines and sub-headings. If you don't pique interest quickly, they'll move on to a site that does.

Only 21% of users read word-by-word. The remaining 79% scan from headline to headline, and sub-head to sub-head - searching for the information they require.

Strong headlines and sub-headings show thoughtfulness on your part, and cater specifically to your user.

3. Break up the copy
We read slower online - around 25% to be precise. Use this to your advantage by breaking up your copy with:
- headlines
- subheadings
- bullet points
- short paragraphs

Few people (except perhaps masochists!) want to read large swathes of text online. It's time-consuming, frustrating, and unnecessary.

People visit your site for concise and relevant information. Give it to them.

The web is the perfect opportunity to show why you're an expert in your field - why your knowledge and advice is to be trusted.

5. Rewrite, rewrite, then rewrite
Rewrites do take time, but the results will be worth the extra trouble. Keep in mind that your website is one of the most crucial marketing tools you have. Take the time to make it the best advertisement for your business.

A professional, concise and information-rich website gives your business maximum credibility, and a definite advantage over your competitors. Follow these simple rules and your website will sparkle.

Leigh Marlow is a copywriter with Pure Green Copywriting - professional writing for the environmentally aware business. He delights in taking websites designed for dial-up, and bringing them into the age of broadband. Leigh can be contacted on (03) 9486 0923, or via email leigh.marlow@puregreencopy.com.au

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