Some simple tips can help you write in a way that works on screen.

Writing for the web

When creating their web site, too many people spend nearly all their time on the design and 'architecture' of the site. But it's the words that matter most.

So because looking good isn't enough, here are three short articles on easy ways to make your web site hit the spot.

Clarify 'what's in it for me?'

Brighten up the text.

Keep it up-to-date.

People need to see 'what's in it for me?' as soon as they reach the site.

So get the all-important message about the problems you solve, and what life will be like once you have solved them, as soon as possible (ie on the home page).

Also, include content that is of practical use to encourage people to stay for more than a few seconds, and to make repeat visits. Give as much useful information as possible.

Coming back to the swimming pool example that we used in the 'ABC' tips, the chlorine-replacement company could publish information on swimming pool maintenance, with carefully researched information about the very latest development and methods.

Giving free information away on the site is such a good idea because:

1. It gets people interested in the site as soon as they visit it.
2. People start telling their friends about it.
3. It is a way to show that you know what you are doing, and so enhances your credibility.

Exercise: brainstorm ways in which you can pass on your expertise to customers. Then encourage interactivity by offering that information through free information packs and subscription to an email newsletter.

© Peterborough Copywriting Bureau 2002

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Brighten up the text

Screen after screen of boring-looking text will encourage people to leave your site in a hurry. So here are three easy ways to keep them with you for longer.

Use intriguing headlines. Avoid rubbish like 'our products' and go for something like 'how a £50 investment can save you £5,000!'.

Use emboldening and colour. Embolden and/or colour the sexy words so people can get straight to the good bits (ie the stuff they are interested in).

Use indents. They break up the text and suggest that the indented sections are a bit different from the other text.

Exercise: paste your existing web site text into a new Word document and experiment with the three tips above. Find something that works for you and get your web designer to make the changes.

© Peterborough Copywriting Bureau 2002

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Keep your site up-to-date

Sounds obvious.

So why are so many sites clearly out-of-date?

You've seen them. Offers that are past their finish date, headlines with a summer theme in December and, even worse, pages on products that have been withdrawn.

So put in place a system for making sure the content is accurate and up-to-date. For example, agree that someone in your organisation will look at the site once a week without fail, with the task of checking that all content is still relevant.

On the same subject, make frequent changes or the site will look like just another archive in cyberspace.

Even simple changes to headings and occasional paragraphs will make a difference. Adding short bursts of client testimonials is another easy change.

Exercise: look at your site and make five easy changes, then set up a process to keep it fresh.

© Peterborough Copywriting Bureau 2002

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Use the form on our contact page to request your free information sheet with these valuable articles:

1. The four web site 'golden rules'.
2. Six places where the words just have to be brilliant.
3. Your web site as part of your marketing strategy.

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