Deeper Than a Headline.

We’ve talked about writing effective headlines before, but obviously there’s more to writing great web copy than just that.

This article about web copywriting hits on some really great points, and takes its own advice in the process.

The steps outlined are:

Say Less.
* People are much less patient on the web than they are when reading other mediums. Most of the time they want to get in, find what they’re looking for, and get out.

Use the Inverted Pyramid.
* Like with writing for a newspaper, the most important information should come first, with the smaller details near the bottom of the piece.

Front-Load.
* Along the same lines as inverted pyramid writing, put the most important information near the front of the site (near the homepage), or near the top of the page if the content extends below what the reader can see in the window.

Use Headers.
* Headlines not only function to get the readers attention, but they also serve to tell the reader what they’re about to read. A quick scan of the page is all it takes to determine if the info they desire is there or not- this is the exact reason why headlines are so important to begin with.

Use Relevant Calls to Action.
* Consider why the reader is there in the first place, and use appropriate wording. Make the phrases you choose visible and to the point. For example “Learn more” or “Subscribe to our newsletter.” The articles makes the interesting point that “the user should be in control, and likes to feel in control.”

Establish Trust.
* You have only a short time to capture your audience’s attention, and you have to make them trust you immediately. You must walk the fine line between “overselling, and stating the facts plainly and clearly” and being “enthusiastic, but not pushy.”

Use Active Voice.
* Active = proactive = positive connotation.
* Passive = reactive = negative connotation.