How to write the perfect online copy

TAGS: Copywriting

At one time or another we've all experienced reading poor online copy. It jumps out of the screen at you but for all the wrong reasons. John Ryder discusses his top tips for producing good quality online copy.

Good copy cannot be overlooked in the digital environment. Research consistently suggests that web pages following best practice for online copywriting outperform those which don't by over 100%.

What is online copy?

First of all, I'd like to clarify that copy isn't just restricted to web pages. Well-written pay-per-click advert copy increases the click-through-rate and can often lower the cost-per-click. Thinking about copy on a slightly abstract level, poor web page copy can affect your search engine rankings; in contrast to good copywriting which can help to improve them. And what about emails? It sounds a little harsh but good email copy can be the difference between alienating your target audience and engaging them.

Good copy is unquestionably one of the most valuable methods of engaging your target audiences. Follow some of these basic good practices to steer away from the bad and avoid the darn-right URLgly.

What do you want to say?

Good copywriting is 80% preparation. Think about what it is that you're trying to say and consider the order in which these messages need to be communicated. Use your preparation as your point of reference to make sure all of your messages have been covered.

Format your content correctly.

Web users rarely read online content word by word; instead, they scan the page, picking out individual words and sentences. Consider this when writing your copy and employ & scan-able text...

• Highlighted keywords. Hypertext links serve as one form of highlighting; typeface variations and colour changes are others.
• Meaningful sub-headings (not "clever" ones).
• Use bulleted lists, like this one.
• One idea per paragraph (users will skip over any additional ideas if they are not caught by the first few words in the paragraph).
• The inverted pyramid style, starting with the conclusion.
• Half the word count (or less) than conventional writing.

Short and sweet.

As suggested above (half the word count), the text should be clear, concise and to the point. Don't try and fluff sentences up, it'll just put readers off and make your content difficult to read.

Call to Action.

Whether you're writing for an email, webpage or PPC advert; chances are you want the reader to do something - you want them to act in some way. Include a suitable amount of 'call to action' in your copy in well positioned places. Don't be scared to repeat important points or calls to action, but don't overdo it.

Know Your Target Audience.

Write for the reader. Your need to understand your demographic in order to pitch the tone and language correctly within your content. Don't use language that they can't recognise, understand or relate to.

There is no 'magic formula' for producing good copy online but if you stick to my top tips and practices, you'll be able to deliver quality copy, positive results and stick out like a sore thumb for all the right reasons!

John Ryder is the Commercial Director at Silverbean. If you have any questions or would like to discuss how Silverbean can help you achieve your marketing objectives through good usability; please contact our resident usability consultant using one of the following.

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