Website copy must be concise. And in the present tense, whenever possible. Website copy must be inviting with compelling headlines and body content. Keeping the reader on the page takes the talents of an exceptional writer. A writer with endless creativity to reveal content that is fresh and engaging. A writer whose language, words and phrases, are always, always conversational.
Writers at CMS understand that web pages are rarely read word by word, but rather skimmed and scanned. The Nielsen Norman Group finds that almost 80 percent of test users scanned the pages, only 16 percent read word-by-word. So, assure your web pages are scannable:
●Introduce one idea per paragraph
●Begin with the conclusion
●Half the word count of conventional writing
Neutral perspective sells better than subjective, exaggerated or promotional language. When writing web pages with longer articles, a summary might be best for a blog. Then add a link to the full article. Readers are overloaded with information in lengthy writings. Avoid, however, short, no-value postings. And learn how to optimize content for search engines. Also:
●Understand your audience
●Write in plain English
●Write for quick comprehension
●Write in content chunks
Try to include links. Include informational graphics, images, videos or slideshows. Use information from viable studies as well as screenshots with content. A good, strong headline is 80 percent of the draw.
When writing web copy use outbound hypertext links to reinforce material. Keep sentences concise. More importantly, keep paragraphs short with one idea per paragraph. Write in bite-size chunks for fast assimilation, using a consistent, approachable tone. Scanning becomes easier when there is a minimum of punctuation. Period!