13 Steps to Writing Better Web Copy
Too many times as online entrepreneurs we ignore one of the most important features on our websites: the content. Your site may have the prettiest graphics (or not), your intentions are great, but the actual content your visit reads could use you some slight doctoring. And yes, they do read it. Using research as well as past experience, use the following tips to build better flowing and more enticing online copy:
# 1 – Build an Outline: Just like in our previous post about writing e-books; outlines are important. Even the best novelists and writers use this to stay organized and focused. Even though you know your basic topic and thoughts…using an outline will help develop the content, and get the creative juices flowing.
# 2 – Know what you’re writing about…Research: In the case of an e-commerce website, the more you establish yourself as an authority figure, customers will be more apt to buy your product. If you’re writing on a blog…stories and words that flow straight from the brain to page are good…however, be diligent in finding out more details about the subject. You’ll be amazed how a slightly different prospective will give you more ideas to write about.
# 3 – Be Yourself (Authenticity): No one wants to listen to a Shoemoney or a John Chow wanna be. If you’re running Bob’s Dating Tips…than write what Bob would say (as long as you’re Bob that is.) Letting your own personality shine through your content will help you develop a better following. If you don’t want fake readers…than don’t be a fake writer.
# 4 – Keep SEO In Mind…Keywords: Even though writing what comes to mind is fun, the goal is to drive traffic. I don’t care how good at PPC you are…organic traffic is a must. No great site is built entirely on viral and paid traffic (Google is the only exception). Don’t make the content unreadable by repeating your desired keyword, your desired keyword, your desired keyword…over and over again. Get the point? However, a respectable density of roughly 2% is OK.
# 5 – Take an Online Writing Course: If you really want to take your writing to the next level, or just flat out don’t get it (I congrat you for not giving up), contemplate taking an online writing course. There isn’t one I would recommend, but a basic search of “online writing course” would get you started in the right direction. The costs vary for these…but, in all honesty use YouTube. Type in “better writing,” and you’ll be amazed at what you can find. In the day of user generated content overload, you shouldn’t even have to pay. Plus, you have this article.
# 6 – Develop Unique Content: More than just writing “good content,” it’s important to give the user variety. One rule that can quickly improve your writing is avoiding redundancy. When people feel like they’re reading the same thing over and over…it doesn’t feel natural any more. Re-wording an article (even if you’re repeating points) will keep the reader interested.
# 7 – Grammar Matters: Get back to the basics. Don’t miss details you should have learned in middle school. This will greatly reduce the value of your site. Capitalize all proper nouns (states, countries, names…etc). Please use correct punctuation; when it’s time for the reader to stop reading…tell them so. This helps communicate your point in a clearer fashion. Also, do a study on verb form. Avoid using passive verbs…make the verb DO something vs. being told to act. I don’t have time for a full grammar lesson…this should be Lesson # 2 on YouTube.
# 8 – Keep It Simple Stupid: Don’t write in 20 words what can be said in 5. This is also part of getting back to the basics. If you want a real time example of this…watch a speech by Professional Politician, Joe Biden. This guy can ramble on for hours on something he could have said in 10 minutes. Especially on marketing copy…get to the point. Don’t over sell what you’re trying to say.
# 9 – Keep Your Audience In Mind: If you’re not contributing to the Astrogram Newsletter, than don’t write like it. Instead of “the bear knelt down and defecated in the forest,” just say “the bear pooped in the woods.” Contrary to popular belief, the Language Gestapo won’t fault you for using simple words which everyone can understand. A business school professor once said, “if you can’t explain economics in 30 seconds to your mom…than you really don’t know economics.”
# 10 – Create a Call to Action: In the event your selling something…than speak up and be heard. Simple telling about Widget A won’t get the job done. Use action phrases such as, Buy Today, Get Yours Now, Read More, Find Out Why or Order Now! Check out the new Yahoo homepage and take a look at the clickable phrase they give below each featured article. If it’s an article about how much money Nicholas Cage lost, you’ll see…”Find Out How Much,” and this will take you to the article.
# 11 – Be Graphically Friendly: Writing content is more than just…ehh, writing. Words are good, but spruce it up some with some examples and graphics. This reinforces your point while enhancing the site. Screenshots will keep the visitor reading. Everyone needs a good picture book from time to time. If it’s research based content, a pictorial real life example can spark up your words.
# 12 – Avoid Too Many Cliches: Where do I start? I heard someone say, “Nothing is original; it’s all been said once.” Yes, this is true. But some things have been said too much. Phrases such as: the fact is, as a matter of fact, there’s more than one way to skin a cat ( I kinda like this one though.) Cliches are not bad…they add variety and humor – but don’t over do it. Too much jargon, and no one will take you seriously.
# 13 – Revise…But Not Too Much: No one is perfect…especially the first time around. Take a look at some of your old content and see what can be changed. You’ll be surprised at what you’ve written in the past. I went back and did some research on articles I wrote 5 years ago! I was amazed at how my writing style has changed. 24 hours, 5 years…it doesn’t matter. While revising is good…don’t edit to death. Eventually you have to be confident in what you wrote and go for it. A good rule to follow: don’t post it; if you just wrote it.
