10 Tips for Writing Better Web Content

July 29, 2008

We’re not all copywriters, but writing concise and compelling web content is essential to the success of any small business’s online presence. Here are a few tips to help get you started, increase conversion, and convey your message:

1. Less Is More
   The average user spends just 4.4 seconds on a page, don’t waste it with filler language or beat around the bush. The more clear and concise you can be, the better.
2. Important Information First
   Don’t leave your call to actions or main selling points to the end of the page, bring your visitors in and get them excited. Then add the supporting arguments and details. If you don’t, they may not make it to the important points.
3. Use Headings
   Break up long pages by adding sub-headings, such as the <h2> and <h3> tags. Make them catchy, relevant, and of course describe the content immediately following them.
4. Images
   Attractive images are extremely effective in selling your message (even subliminally), if used correctly. Make sure they are very clean and attractive. Spend a few dollars on professional stock photography to get your message across, my favorite shop is IStockPhoto.com by the way.
5. Establish Trust
   The internet is a low trust environment. Don’t oversell, or be pushy, or your users will surely hit the “Back” button. Take every opportunity to make your site & content more personable, after all this is sales, not promenade. And don’t forget the “About Us” page, they’re looking for it….
6. Be an Authority
   If you want to look up defenestration, you go to the dictionary. Visitors should leave knowing that you are the first stop, should they have a future need. Use action verbs, demonstrate credentials, and give away good great information, customers will thank you with their business.
7. Emphasize Key Terms
   Bold or italicize key terms and concepts. Drawing a user’s eye to a section’s key concept will draw them into the rest of the text surrounding them.
8. Use Lists
   Whenever possible. Which looks better?
   
   Bass, catfish, trout, sharks, stingrays, and tarpon
   – or –
   • Bass
   • Catfish
   • Trout
   • Sharks
   • Stingrays
   • Tarpon
9. Break Long Content into Chunks
   Break long articles, tutorials, or product listings into sub-pages, with a small (but descriptive) navigation menu to help visitors get to their desired location.
10. Highlight Quotes
    Nothing makes the impersonal personal like quotations from valued sources. Whether they take the form of testimonials, or quotes from industry leaders, be sure they stand out. For example: “This is a quote that is inline with other text, is it very noticeable?”

    “Or does this quote grab a little more attention?”

Posted in Business Blogging, Outdoors Websites, Small Business Web Tricks, Web Marketing