Seven Tips for Writing Better Copy

Writing for the Internet should be different from writing for print because you have to work harder to gain and retain your reader’s attention. Follow these general guidelines and you’re on your way to writing better copy in no time.

When in Rome, do as the Romans do.
Write for your audience. If your business offers legal services, odds are good your client isn’t a lawyer. Don’t use complicated terms and phrases the average person wouldn’t understand. A good rule of thumb: write at an 8th grade level. This isn’t meant to be insulting – you just want to aim for the middle. Keep your content simple by making it an easy read so your clients can effortlessly engage.

So what?
Help your reader know what you are trying to say by getting to the point. It’s usually a good idea to use the inverted pyramid model when writing for the web. Start with a quick overview and help the reader understand the purpose of the page right away. Put the most important information down first and follow it with your support.

Man sets mouth on fire.
Grab your reader’s attention with a good headline and use them to help move your reader through the copy. “Man sets mouth on fire” is much more interesting than “Man burns roof of mouth on hot coffee.”
If you’re concerned about improving your search optimization, it’s helpful to put yourself in the shoes of your client. What would they search if they were looking for your services? Instead of “Regular System Maintenance Helps You Save Money,” try “How To Save Money with Regular System Maintenance ” or “Five Ways To Save Money with Regular System Maintenance.”

IMO.
It’s a bad idea to use acronyms. Not everyone knows your industry’s jargon. If you want to communicate your product or service to potential customers, why would you create unnecessary barriers? Speak the language of your audience and you’re more likely to earn their attention.

Wright good.
Nothing turns a reader off more than poorly written copy. Pay attention to your spelling, grammar and mechanics, so if nothing else, you at least sound like you know what you’re talking about.

Keep it simple, stupid.
Often visitors to your site are looking for a quick answer. Keep your customers happy with short sentences. Challenged to write a story in six words, Hemmingway allegedly once wrote: “For sale: baby shoes, never worn.” We’re not suggesting you follow this model exactly, but you get the idea.

LOOK OVER HERE!!!!!
Yes, you want people to know how exciting your services are. But, if you use too many exclamation points, you sound unprofessional!!! CAPITAL LETTERS and all those extra modifiers are REALLY, REALLY not helping you make the sale.

Get to the point. Be clear and concise. Know your audience and have a clear purpose. Compose catchy headlines that guide your reader through well-written content. Remember these simple suggestions and your copy will deliver.