How to write for websites
Photo by Peter Lewicki on Unsplash
Writing for the web is different from writing a leaflet or a corporate brochure. This is because people read websites in a completely different way.
There are some amazing resources and courses out there to teach you how to write for website, but here are some things I’ve picked up over the years that I always tell my clients.
1. People don’t read websites. they scan
Think about any website you’ve visited. What was the first thing you did?
Did you read it from top to bottom? No? I bet you took a quick glance around the pages, maybe scrolled up and down and then you made a decision to either read, click on something or close it.
How long do you think that took? 30 seconds, a minute?
In reality, it was probably only a few seconds.
2. Keep it simple
You’ve got to make the website easy to scan. Give the user a clear understanding of what they are about to read so if they only have a few seconds, they get the idea.
Keep it short, simple and to the point.
Use short sentences and paragraph breaks.
Give paragraphs headings to highlight what’s coming next.
Use bullet points to bring out points in an easy to digest format.
By keeping it light, you allow your user to dip in and out of the content that interests them which increases trust and engagement.
3. Think like your user
Use basic active language that people can understand. Avoid jargon at all costs. You have to think like your users. Use the language they would use. For example, if they call something a ‘care home’ but your organisations calls it a ‘residential home’, use that instead.
4. Start with your conclusion
Don’t wait until the end, they may not get there. Writing for the web is not the same as writing an essay for your English teacher. The conclusion comes first, not last.
5. Finish with a clear call to action
Think about why the user is coming to your site?
What do you want them to do next?
I always point out to my clients that every page is a landing page. Where do you want the user to go next? Guide them through the journey.
Useful resources
You may find the Hemingway App a useful tool to test your website copy. The Hemingway App is a simple word processor and proofreading tool designed for writers. It helps users write in a simple, clear, and powerful manner.
Grammarly is another free writing app which can assist with your writing.
If you need help with writing your website copy……
Get in touch today