Clichéd though these may sound, these points contain some truth and are worth remembering while writing a copy for the web. Ocean Blue Communications, a copywriting company in India, shares the following clichés’ that work when writing a copy piece.
1. Compelling headline
A good headline is half the job done, and more so in web content writing. An attention grabbing headline pulls readers in and prompts them to atleast scan the text. Spend time crafting a headline that best describes the subject under discussion, for example, ’5 steps to clean your garage’. The heading tells the readers what to expect. While writing a headline, it is better to be clear than clever – if the readers don’t get the meanings, they will be confused and press the back button. If you can be creative, great, but not at the loss of clarity.
2. If you can’t fix it, feature it
Your client wants to add something out of the blue but you have no place to put the new information without breaking the flow of your copy. Put the new information in a text box, give it a headline and highlight to indicate it is important.
3. Write scanable content
Internet users don’t read – they scan. Analyze your own headline habits. Studies show that internet users tend to scan sub-heads, bullet lists, and small blocks of text and they tend to scan from upper-left to lower-right. Use catchy subheads, lists, charts and graphs, and place your most valuable information in the upper left quadrant.
4. Write for the intended reader
You are a successful content writer when you are able to create a bond with your readers. Use tone, style and jargon that resonates with your audience. See things from their view and tailor your communication to them as much as possible. Know the purpose of your interaction so you can adapt your communication effectively. A conversational tone is appropriate for lots of different jobs, but a business plan, for example, should employ corporate-speak, and tech articles should use techno-terms recognized by the reader.
5. Recap key points
Tell them what you are going to tell them, tell them, and the round off by telling them what you told them. Provide a brief overview of the content, add the content and then recap the key points.
6. Know when to sign off
You should know when to get off stage. Too much information will affect the attention span of your readers and leave them confused. Keep your copy focused on the subject, build your case and provide a suitable call to action.