Cincinnati Copywriting & Content Professionals Meetup: Content Marketing World 2013 Takeaways
Content with your content - Copywriting for websites
17
Content with your web content a cluey freelance copywriters presentation © Copyright Cluey Consulting 2007 - 2010
-
Upload
anne-macindoe -
Category
Business
-
view
4.037 -
download
0
description
The website medium, audience behaviours, copywriting and presenting website content
Transcript of Content with your content - Copywriting for websites
Content with your web content
a cluey freelance copywriters presentation
© Copyright Cluey Consulting 2007 - 2010
the website medium
Guess what ever viewer of your website is thinking?
WHAT’S IN IT FOR ME!
What has that got to do with copywriting for your
website?
EVERYTHING!
the website medium
Users have more choice and access to more information
than they can possibly digest.
You have 5 – 10 seconds to capture a viewer entering
your website.
If your site does not engage the viewer and
communicate well, they click away … forever.
the website medium
Copywriting for websites is unlike writing for other
mediums.
Websites don’t get read end-to-end or necessarily in
sequence.
Site owners don’t determine at what point viewers enter
and exit their site.
What about the audience?
website audiences
The two biggest influences on user behaviour?
TIME
EFFORT
Most are time poor … the want an answer and they
want it now.
© Copyright Cluey Consulting 2008
website audiences Screens take 20-25% longer to read from. They aren’t
approached in the same way as printed media.
Like newspapers, not much gets read beyond the second
paragraph.
Most users:
scan the screen for keywords and read pockets of content. So
keywords are important for your audience as well as for search
engines.
avoid moving the screen to view additional content. Scrolling is a
disincentive so word count is important.
How do we approach copywriting for websites then?
web copy secrets
Inverted triangle Use journalistic style
Get key points acrosshigh on the page
Add detail later
web copy secrets
Short form text Write ‘punchy’ copy with
few filler words
Short sentences workbest
web copy secrets
Chunking Acres of text is a real
turn-off
Break down copy intomore easily managedchunks
web copy secrets
Headings Titles give readers an
idea of what theparagraph contains
Good copywriting givesthe reader an overviewjust by the headlines
web copy secrets
Bullets Make your points clearly
with bullets
4 or 5 at once is plenty
web copy secrets
Links Viewers won’t browse
your website in a givenorder
Cross-reference throughout and add links
Want hot copy?
Get noticed, win business and make
sales
Need a top ranking SEO copywriter ...or a web copy expert?
