Making Every Word Count
With this in mind, writing copy for your website can seem terrifying. How do make sure visitors find what they …
Published byDevelopment Team
With this in mind, writing copy for your website can seem terrifying. How do make sure visitors find what they want? How can you engage them more? Writing good content is not impossible but it does take practice. Here are our top ten tips to get you started:
- Headlines should tell users what the page is about. Being too clever can backfire.
- Make the first sentence after the heading count.
- Use 50% less copy than you would for printed material. If you have more to say, move it to secondary pages or make it available to download as pdf.
- Put keywords, statements and important information in bold. This helps users pick out what is important to them quickly.
- Break copy up. Use bullet points and sub-headings to make copy more scannable and easy to read.
- Structure copy using the inverted pyramid style so users get the most important information first before drilling down to detail.
- Avoid marketing language. This bogs users down with unnecessary words to process. They need to get information quickly. It can also turn them off.
- You don’t have to be polite. This delays users so “welcome”, “please” and “thank you” can be dropped without being rude.
- Avoid using “Click here”. As well as being lazy, it is a no-no for disability standards. Replace it with an action and tell you reader what will happen, e.g. Visit the MintTwist blog for awesome posts.
- FAQ and Help pages should get to the point. Don’t be afraid to say yes or no – it’s the answer people are looking for. Say it, then explain.
More insights from the team