The 10 Commandments of Writing Web Copy  Banner

Most of any interaction today is digital so it’s vital even for content on a brand web page to appeal to its readers. With attention spans declining, it is believed that you have only 8 seconds to make an impression and they’re ticking away as soon as your web page has opened. These impressions can either hold on to your readers or shoo them off.

These are the 10 Commandments of web copywriting which will boost your web traffic and make your brand flourish in the digital world. 

  1. Thy web copy is not read but skimmed

This means short, succinct paragraphs, headers, and subheads that tell readers what to expect in a section, with bits of information which is easy to grasp and digest. This will make your copy more reader-friendly and prevent readers from moving to your competitors’ website or just hitting the exit button.

  1. Thou must give nothing but the wanted

People don’t visit brand websites without an agenda. In most cases, they’re either looking to shop or for information on something specific at the time. They’re on the hunt, and it’s your job to give them what they want.

  1. Thine information must be in order of relevance

If you don’t make your point soon it won’t be made. Add the most critical details of your piece to the upper portion of the web page. This could include benefits of a product, detailed information about an event or launch, or expressive statistics.

  1. Thou shalt not try to be too smart

Write the way you would talk, so your readers aren’t estranged. Being smart can backfire and bring your brand down instead of pushing it up.

  1. Thou shalt rid thy copy of jargons

Jargons might make you sound like a pro but they might bounce over your reader’s head. Keep it clear. Use editors like Grammarly or Hemingway that make alternative suggestions to jargons. 

  1. Thou shalt always research keywords 

Using keyword phrases that relate to your company and product is an excellent way to improve the conversion rates of your web content and help readers find what they’re looking for. If you need help researching keywords, use or other Keyword Planner tools.

  1. Format thy content properly

This is a commandment with 4 sub commandments:

  • Break your paragraph so that one has a maximum of 4 sentences
  • Swap out passive voice for active voice
  • Delete areas of repetition
  • Use second-person voice to appeal to readers
  1. Thou shalt always write free standing content

Readers jump from page to page. Your content should read as an individual chapter of a book and each page should include your contact information. 

  1. Thou shalt include visuals in web page copy

Think stock photos, info-graphics, screenshots, memes, and more. The reason for including these is simple: people get bored reading dense walls of text, so adding relevant visuals throughout a piece of content can help break it up and make it easy for all.

  1. Thy content shalt befriend readers

Keep your content warm and friendly. Understand your target audience so that you can be direct and emotional with them. It will make your copy memorable, motivate your readers and also resonate with them.

With these 10 commandments your web copy will be compelling, thus helping your brand to stand out online. For the best web copy log on to now!

 References: Busting the attention span myth BBC News


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