This is a common mistake. Even experienced web copywriters do this. what ? To think that Internet users love to read. That they come to the web with the same state of mind as any good book opener. However, this is a lie. Completely wrong. Because web content is completely different from written content. Web content is scanned. Didn’t read
Your visitors are looking for information or products. They make quick decisions without thinking. On this topic, discover this copywriting training to learn how to get attention.
So how can you tell people to take action if they don’t read your text?
let me explain…
here is 7 Tips for Write compelling web content.
1. Put your most important information first
Writing for the web is completely different from writing an essay or paper article.
An essay might look like this:
- topic presentation;
- an overview of the literature related to the topic;
- presentation of arguments, counterarguments;
- Finally, your conclusion.
On a website, you have to do the opposite: Your most important points always come first. This is the best way to phish a user.
Once they understand what you are doing, what you are offering, and if they are interested in it, they will decide if they want to take it further.
Journalists call this type of writing inverted pyramid, More interesting information comes before details and general information in newspaper articles.
Even if you read only the first paragraph of a newspaper article, you still understand the bigger picture.
The same is true for your website. Your prospects want to see the big picture first. basically :
- What are you doing?
- Or what can you do for them?
2. Don’t try to be too smart or too original.
On the web, it’s rare for a reader to read every word of your article. she has no time. He is in a hurry. He wants to go already to see if the grass is green or not.
For Write More Compelling Web ContentUse and misuse of simple sentences.
This is what Steve Krug advocates, web usability consultant for Apple, Lexus etc:
“When I come to a web page, it should be clear, obvious.”
A formulation that is much fanfare requires reflection. However, the Internet user does not think, he hunts for information. Therefore, keep your articles as clear as possible.
Always keep this advice in mind: Write like you’re talking to a 12-year-old.
3. Write Compelling Web Content: Write for the Scanner
How many people read a web page? Really ?
“What most people do is take a look at each new page, scan some text, and click on the first link that catches their interest or looks similar to what they’re looking for.” (Steve Krug )
Research shows that only 16% of people read material word-for-word. Most people scan.
So how do you write for scanners?
Here is a list of questions to ask yourself:
- Does the title of your article summarize what you are going to talk about?
- Do your captions summarize your main points?
- Have you used bullet points that are concise and contain important information?
Make sure your reader understands your text by simply scanning your page.
4. Use Familiar Words
“As readers of the net, we are hunters again – but this time, instead of scanning the horizon for prey, we scan pages for keywords. When we see these words, we click , we act. » Gerry McGovern
Imagine you want to go to Australia for a holiday and are looking for a cheap flight.
What words would you type in Google:
- Economy Flight Australia?
- Cheap Flight Australia?
- Cheap flights to Australia?
Most people search for “cheap flights to Australia”.
Conclusion: We sometimes try to appear scientific, imaginary or endowed with extraordinary knowledge. But that your reader doesn’t care. He’s looking for familiar words (=keywords), because they indicate he’s in the right place.
This is where SEO comes in. To write well optimized articles in web writing:
- Answer potential customers’ questions;
- Discuss only one topic for each page;
- Include internal and external links to relevant pages;
- Use phrases and words that your potential customers are looking for;
- But above all: Be useful.
I explain here how to find keywords for free.
5. Write for the Lazy
In other words, make your text easy to read:
- Use short paragraphs (up to four sentences);
- Use short sentences – an average of twelve;
- Skip unnecessary words;
- Avoid jargon;
- Avoid passive passages;
- Avoid unnecessary duplication;
- Speak directly to your readers – you use the word;
- Make your text shorter.
How short should your text be?
Steve Krug recommends getting rid of half the words, then getting rid of half of what’s left. It can be a goal-seeking one, but give it a try nonetheless.
Challenge yourself and make your lesson as short as possible.
6. Answer the question “So what?”
Your content or sales page is about your product, service or business.
Is not it ?
Is that why you should write a novel on the subject?
To write compelling web content and inspire the reader to read it, you need to get the readers talking. Explain to them why your product or service makes them happier, richer or more productive.
And to help you out, there’s a really simple copywriting trick to use: “So what?” answer the question This trick works in any industry:
- Our cars have cruise control. So what ? You don’t need to watch your speed all the time. So what ? You can feel safe;
- We monitor your server. So what ? Your servers will not be down. So what ? Your employee can continue to work without interruption;
- I design high converting websites. So what ? You can convert more web visitors into leads and business.
Persuasive web writing connects to your customers’ desires, such as feeling safe, saving time, cutting costs, growing your business, or becoming happier and healthier.
How do you make your customers’ lives better? What problems, glitches, and hassles can you solve?
Whenever you share details about the functionality of your service or your products, ask yourself, “So what?”.
7. Create a Good Visual Impression
The visual appeal of your site has an impact on the readability of your text.
How to make your site attractive?
- replace text with pictures or videos;
- Write in a readable font;
- Pay attention to quotes from customers (or experts) to add credibility;
- play with highlights, bold text , capitals or slant ,
- split a long title into a title with a subtitle;
- Convert paragraphs to bullets.
Most importantly: decadence. Minimize the effect of overload and add white space. Not only will this make your site easier to read, but it will also increase your perceived confidence (source: Social Triggers).
I would love to tell you that writing compelling web content is easy. But the truth is that it takes practice. Don’t think of your readers as academics who like to read difficult and complicated texts. Don’t be worried. Instead, make your text as simple as possible.
Likewise, be clear in your position. Know who you are and what you are doing. If your position is clear, it’s much easier to stand out and create content that appeals to you.
Here’s the secret: Be clear. be specific. be bold.