Thinking about writing your own website? Take a look at 5 good reasons why your business will benefit from good web writing, with tips to help you tweak your own for a better online reading experience. A 5-minute micro-course to help you make the most of your business website.

1. is great for your business
5 ways
good web writing

2. Good
web
writing
1
… is clear and uses only as
many words as necessary.

3. • Get straight to the point to target a
precise audience.
• Your visitors know what they need.
That's why they're on your site.
• Do you know?
• If not, go figure out all the different
reasons why people visit your site.
1Good web writing … is clear and uses only
as many words as necessary.

4. • Tell them how your business has what
they need.
• Tell them why, in the headline and first
sentence.
• You’ve got 7 seconds before they look
elsewhere.
• People can’t read much in 7 seconds.
1Good web writing … is clear and uses only
as many words as necessary.

5. Pinpoint your ideal customers as
quickly as possible
Your
benefit

6. Good example:
• Straight to the point.
• No waffle.
• Simple instructions.

7. Bad example:
• Too many words.
• Too much waffle.
• Doesn't get to the point.

8. Good
web
writing
2
… is easy to read, and
written at the audience's
level.

9. • Write for imaginary individual
members of your market.
• Use language that suits them best,
at a level they’re comfortable with.
• The more you understand about
your audience, the easier it will be.
2 Good web writing … is easy to read, and written
at the audience's level.

10. • No jargon and no rubbish.
• Meaningless, unclear sentences
and bad punctuation can get
between your message and your
audience.
• Replace those barriers with
concise, straightforward, good-
quality writing.
2 Good web writing … is easy to read, and written
at the audience's level.

11. Make it easier for customers to
buy from you.
Your
benefit

12. Good example:
• Explains the terms, simply.

13. Bad example:
• A mass of jargon, buzzwords, and management
speak.
• "Connected community", "improve health care
quality", "critical mass of people".
What do those things really mean?
Think! Who is the audience for this piece?*
*NHSmanagers

14. Good
web
writing
3
… attracts the audience
and keeps them reading.

15. • Think again about why the different
people in your target audience might
visit your site.
• Hook them with information they want.
Cool facts, prices, shocking stories.
• Aim directly at them: their needs, their
wants. Are they looking for a laugh, or a
1950s dress?
3 Good web writing … attracts the audience
and keeps them reading.

16. • Give a purpose to every piece you
write.
• It has to do something for the
audience. A smile, inspiration, or to get
out their wallets.
• Tell them the benefits they'll get, right
from the headline.
3 Good web writing … attracts the audience
and keeps them reading.

17. Create a smoother sales process.
Your
benefit

18. Good example:
• Tells you what to expect if you click.
• A clear benefit (discount), with product information.
• Provides a prominent 'Shop Now' button to show
you what to do next.

19. Bad example:
• Possibly one of the least
inspiring headlines ever
created.
• No hint in the headline about
skiing equipment.

20. … creates the “right”
impression, with accurate
spelling, punctuation and
grammar.
Good
web
writing
4

21. • Good spelling, punctuation and
grammar (SPG) makes you look like you
know what you're talking about.
• Many readers don't trust information
delivered with bad SPG.
• Customers only buy from people they
trust, even if that's only at a superficial
level.
• It’s never too late to learn.
4 Good web writing … creates the “right”
impression, with accurate SPG.

22. Get better results from
your website.
Your
benefit

23. • Short, snappy sentences that
cut through the crap and get
straight to the point.
• Great spelling and grammar.
• Punctuation used for maximum
impact on the reader.
Good example:

24. • There’s a typo in the company name.
• Can you spot the 3 big typos in the second sentence?
• Can you see any other issues?
Think! This is a butchery shop. Is their grammar likely to
be a barrier to you buying meat from them?
Bad example:

25. … does the job you want it
to (persuades, informs,
teaches, engages).
Good
web
writing
5

26. • Web writing's job is to persuade, inform,
and teach, to capture attention long
enough to deliver its message.
• To get the best return of investment, the
writer has to understand the audience
people perfectly.
• Make them up! Imagine them! Survey
them. But figure them out. It’s much
easier to write to someone you know.
5 Good web writing
… does the job you want it to
(persuades, informs, teaches,
engages).

27. Sell, sell, sell more easily.
Your
benefit

28. Good web writing
is the key to selling online.
Whether selling yourself or your
products, or delivering essential
information, the principles are the same.

29. 1. Pinpoints your ideal customers as
quickly as possible.
2. Makes it easier for customers to buy
from you.
3. Creates a smoother sales process.
4. Gets better results from your website.
5. Sell, sell, sells more easily.
Recap
Good web writing

30. I’ve had an unusual career over the years.
I’ve worked in TV, film and video, twice been a
PA in the NHS, and more recently a home
carer in rural Cumbria. Those are just a few.
I’ve walked in a lot of people’s shoes and that
makes my writing useful in the real world.
Oh, and I’ve got an honours degree that
starts with the word ‘English’.
About Sakina
Only dead fish go with the flow.
Let’s talk about the writing you need for your website
Contact me

31. I like coffee © 2016 Sakina Murdock
Photos by Unsplash