Writing for the web. The 4 Cs of effective communication in attractive copy.
Storytelling, content marketing and SEO strategy: Website copy is an integral part of the whole. So, what makes a web text a good text?
on-screen presence
Those writing copy for the web must do more than merely observe the rules of good writing. That’s because reading from a screen is tough on the eyes, whether on laptops, tablets or smartphones. We read text online around 25% slower than we do printed text.
Reading web texts, users initially focus on headers and only take in the basic structure of the information. Specific content is consumed at a later juncture.
think online
Simple graphics, sub-headers, striking calls-to-action and short paragraphs help readers to navigate within your copy.
voice and tone
However good the structure, choice of words and use of bullet points are, it’s no good if the reader isn’t interested. Web copy is often authored by companies themselves to reach out to customers, so it’s essential to see what is written from the user-viewpoint. Not all content important to the company answers the questions of the customer. Do they seek the family tree of the company’s founders or product features and delivery times? Remember to write texts containing information users search for.
If no one reads, all is lost. That may sound a bit pessimistic, but content that is hard to read or is written from the company’s point of view will probably miss the mark.
The more comprehensive the issue, the simpler the structure.
Specialist articles, job offers and social media posts may all fail, unless they are structured well, hit the right note and tell a gripping story. The 4 Cs of effective communication help you to address users rationally and emotionally across all channels, and to package complex issues in simple texts
Clear
Have you clearly defined a target group and a goal for your page? Is the copy simple and easy to read with meaningful headers? Have the meta data been attended to and the headers well structured? In short: Is your content search machine-friendly? If you answer ‘Yes!’ every time – you’ve built a comprehensible text.
Concise
Simple language and short sentences establish relevance. How do you get to the point in just a few words? Most online users seek quick and precise answers to their questions. 1-2-3 lists, clear formats and relevant content elements also generate a visual structure.
Consistent
Professional, uniform brand language engenders trust among the target group. Success is dependent upon more than just a style of writing. Users need to be able to rely on a regular supply of posts on social media channels.
Captivating
Empathic calls to action, helpful FAQs and useful crosslinks hold the attention of your readers. Why? Because users’ needs are served and they feel understood, increasing the probability that they read your copy to the end and follow the call to action.
let's do it
Our "Writing for the web" training sessions ensure you and your team become expertly aware of what each blast of copy requires. You learn how to compose copy that grabs attention and stimulates emotions for all your digital touchpoints - across issues such as theme research, the arrangement of headers, copy structure, tone of voice and SEO details. Inquire about our training sessions and we’ll be happy to send you more information!