1. 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.
2. 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)
3. Writing for the Web: Writing Style
Brief,
Clear,
Compelling …
…direct
marketing style
4. 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!
5. 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!
6. Writing for the Web: Writing Style
Remember!
Web copy rules of thumb:
Web readers scan first, read
Just because you CAN, doesn’t
afterwards.
Web readers are very impatient.
You must capture attention
immediately.
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”
7. Writing for the Web: Writing Style
Lisa’s Seven C’s
Clear
Concise
Complete
Compelling
Clean Code
Compatible
Call to Action