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"5 more simple ways to improve your web copy"

Congratulations! You've followed the guidelines from the previous article - '5 simple ways to improve your web copy'. Now, Leigh Marlow looks at how to make your web copy even more compelling and user friendly.  

1. Important information near the top
Did you know most web users only read 75% of the length of any given page? In fact, most users will only read what's in front of them as the page loads - if you're lucky!

Typically, printed documents carry most of the important information at the bottom of the page - the bottom 25% of the page. For the web, we need to adjust our thinking to suit the user.

So, your "Features", "Benefits", and "Call to Action" should figure prominently in the first three quarters of your web page.

2. Write as you speak
A common mistake people make when writing for the web is being too formal. Web users aren't interested in fancy or overly technical dialogue. They want answers dag-nam-it - and they want them now!

Pretend you're telling a friend about an exciting new idea or product you've discovered. Don't try to sell. Just be natural. And don't be afraid to inject your personality into the text.

3. Use the active voice.
The Internet encourages a conversational style. Where action is expressed directly, use the active voice.

For example, a Passive voice would say - "Leaking of the pool is prevented by heat resistant tiles".

To turn your passive voice to active, try taking the last word in the sentence, and putting it at the start.

Now our sentence reads - "Heat-resistant tiles prevent the pools from leaking".

When you use the active voice, your writing will be more direct, and your sentences more concise.

4. Customer focused copy
People want to learn what your product or service can do for them. So spell it out. Clearly, factually, and concisely.

You can start by using the word 'you' at the start of your sentences, instead of 'we', 'I' or 'our'. In this way, you move the focus of the prose from yourself, to your client.

If you keep your writing simple and to the point, this is usually an easy adjustment to make.

5. Reduce your sentence length.
Short sentences are easier to read than long sentences. This is important with any copy, but crucial with the web. Research has shown that web users struggle to read sentences longer than 17 words. Sentences less than 14 words rate the highest.

Use full-stops, colons and other grammatical devices to reduce your sentence length.

Vary the length of your sentences. Make some short. Others longer. Use paragraphs smartly. And don't be afraid of sentence fragments.

Keep it short, informative, and simple.

A professional, concise and information-rich website gives your business instant credibility. Follow these simple rules and your website will stand out from the crowd.

Leigh Marlow is a copywriter with Pure Green Copywriting - professional writing for the environmentally aware business. He delights in taking good web copy, and making it even better. Leigh can be contacted on (03) 9486 0923, or via email leigh.marlow@puregreencopy.com.au

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