Copyright
© 2001 Wordbiz.Com, Inc.
A
few highlights from our Guide
to Copywriting. Coming soon... a downloadable
PDF version.
Why
copy matters
Web site copy creates the “voice” of a company, just
as the look and feel of a site put a “face” on a company
and on otherwise intangible products and services.
Killer copywriting
for the Web is similar to good journalistic writing. It is clear
and to the point; it tells you what you need to know up front;
and it is easy to read.
Reading
on the Web
People read a Web page differently than they do a brochure or
a newspaper. They scan, scroll, click, hit the back button,
hit the forward button, move the mouse, etc.
"Reading" is about
moving around and being in control. That's what's fun about
hypertext navigation.
Home Page
You have one chance to make a first impression – to quickly
convey the benefit of staying on your Web site. The layout,
functionality, message and overall look and feel of a home page
determine who stays – and who clicks away.
Lay-out
Don’t think page turning; think scrolling and hypertext
navigation. Use shorter sentences, bullet points and other visual
devices such as a chart or matrix.
A goal for each page
Writing for the Web should always start from the reader’s
perspective. What is the Web site visitor looking for? Why is
she there? How can we make her visit as quick and efficient
and positive as possible.
Audience
Use language and expressions appropriate to the audience for
a page. Avoid Internet or technology jargon that the average
Web site user may not know (primary domain name server, for
example).
Voice
Be aware of tone or "voice." What is most appropriate for a
given page? For the site as a whole? Informal, colloquial language?
Formal, business-like language? Who is the audience for the
page? How well do they
Wording
The rules for good journalistic writing apply: They include:
eliminating unnecessary words, using short and simple words,
using short sentences, using specific and precise wording, acknowledging
the user’s jargon, avoiding computer jargon, writing in
active voice and ensuring that the tone is correct for the user,
task and environment.
Style Conventions
Consistency of language, style and tone is a mark of good copywriting.
One way to do this is to develop a "style guide" for the spelling,
punctuation and grammatical use of such words as "Web site,"
"Internet," "email," "e-commerce," etc.
