Writing for the Web: Content

Content: A persuasive promise A unique offering Descriptive wording and images that are quickly understood How?

• Who are you? (this is not a mission statement)

• Why do business with you?

• Brainstorm with internal and external teams.

Writing for the Web: Content

Why? A visitor’s positive impression starts with a clear value

proposition, “your promise(s)” You build trust by fulfilling your promise(s)

Writing for the Web: Writing Style

Brief,

Clear,

Compelling …

…direct marketing style

Writing for the Web: Writing Style

Shorter sentences in fewer paragraphs Heads, Sub-heads, call-outs, sub-sub-heads Bullet points Plain English

• ”walk” not “ambulate”

• No shop talk

Emotional language Calls to action!

Writing for the Web: Direct Marketing Style

Make it personal “You” and “I” are ok in the right context The first sentence in a paragraph

• Can stand alone

• Should capture attention

• Can be only one sentence!

Sub-heads should be• Action words, compelling, motivating

Sentence fragments are OK• Really!

• For variety!

• For emphasis!

Writing for the Web: Writing Style

Remember! Web readers scan first, read afterwards. Web readers are very impatient. You must capture attention immediately.

Web copy rules of thumb: Just because you CAN, doesn’t mean you SHOULD Get rid of half the words on each page, then get rid of half of what’s left Build easy to scan copy blocks with plenty of subheads, images, and other

graphic elements that convey and support your “promise”

Writing for the Web: Writing Style

Lisa’s Seven C’s Clear Concise Complete Compelling Clean Code Compatible Call to Action