Writing for The Web

Some great tips I use for writing for the web. I know that many of my followers are not writers, but hopefully you can get something from this and offer some additional ideas for how YOU use the web.

Here it goes...

Principles of copywriting for the web

Writing effective web copy isn't easy. But good copy is essential to ensuring that your readers — and your customers, if you run a business — can understand how your website works and what it can do for them.


Remember three key things about web users

People don't read websites the same way they read print material. There are three key characteristics that affect how web users react to online content (and consumer-related content in particular):

1. Web users are active, not passive: One click and they're gone. If they don't see a reason to stay on your site, they'll leave — in as little as 15 seconds after they get there.
2. The longer the text, the less likely they are to read it — and the faster they'll skim it, if they bother to skim it at all.
3. They don't believe hype. If you want a web user to believe what you say, you have to back it up.

To be effective, your web copy must take these characteristics into account.

Anticipate your site's users' questions

There are four basic questions a user has that you must answer on every page: "What am I doing here," "How do I do it," "What's in it for me," and "Where can I go next?" If your site's navigation and design don't make the answers obvious to even a first-time visitor — which they should, if at all possible — then you should use copy to explain them.

Don't count on your site's visitors to figure things out for themselves — half of them won't bother to try, and half the rest won't succeed.

Keep most copy short

Unless a visitor arrives at a particular page on your site expecting to find something to read, he or she probably won't read more than one or two lines of text. And the longer the text, the less likely he is to read any of it. Don't add long copy to any page where your visitors aren't looking for it.

Keep short copy simple

The complexity of your copy matters as much as its length. Make sure visitors can understand short copy on its first reading, without stopping to think about it. (They won't.)

Typically, you can convey one key idea effectively in one or two lines. You can sometimes get two, if they're both simple. Don't try for three; try to say too much and you ruin the chance that even the first idea will get through. (And if a new user isn't going to be able to understand a page on your site without learning three new things first, it's time to think about a redesign.)

If you anticipate that readers will want to learn more about something they find on a page where they weren't expecting a lot of copy, add a link to another page where they can get the information they need.

Organize longer copy effectively

Even when readers are expecting to find a text-heavy page, they won't necessarily be willing to put much effort into reading it. Make it easy for them by dividing distinct ideas into separate paragraphs, using helpful headings, sub-headings and bulletted lists, and introducing key ideas deliberately.

Don't assume readers will read longer pieces of text in their entirety — write the copy so that readers can skim it and read only the parts they're interested in.

Longer copy needn't be as direct as short copy, but it must be just as easy to read. If your visitors have to work too hard to understand what it's saying, they'll stop reading.

Make it lively

Be clear, but don't be boring. Write vividly and aim for a light, unassuming tone of voice. It takes a little while for boring or overbearing copy to affect a reader, but once it does, practically nothing you say with it will get through.

Focus on your core audience

You can't reach everyone. Make sure your copy addresses your site's most important audience directly and lets them know what the site can do for them in particular. Don't weaken its effectiveness by adding words intended for readers you don't need.

If you are targeting more than one kind of visitor, design your site to direct the different audiences to different pages on the site. If a web user doesn't think your site has something of value to him, he'll go somewhere else. But if your message speaks directly to his needs, he'll listen.

Use a consistent voice throughout

The more consistent a voice you create — and the better it speaks to your intended audience in particular — the quicker your visitors will recognize it and become familiar with it. And the more familiar it is to them, the more effective it will be.

Let the facts speak for themselves

Don't talk down to or past your audience. Make your descriptions compelling, but not excessive. Web readers read hype as hype, and remember it that way, too. Skip it.


Thanks Google for your help!

Sharon: 1 David Maus: 0

Every single person, whether you're in advertising or not, can relate to this story. You see it every time you turn the TV on. They sponsor the news. They come on between sitcoms. They invade the precious space in your brain you don't want to surrender to them.

LOCAL CAR DEALERSHIP ADS!

Here, in the Orlando area, there is ONE specific car dealership I have an issue with – David Maus Toyota. His slogan is "Whatever It Takes." Yeah, David, what's it going to take for you to reconsider your TV ads? Did you review these ads and think, "Yup, awesome...done."? Didn't the director of your spots say, "Ok, David, that was a good take, but this time, let's go for something less dealery."?

Let me give you an idea of these ads. Typical car dealership ad. Guy stands in front of dealership and a host of cars. The script makes my brain itch. But more than that, Mr. Maus' demeanor is the worst.

No. 1 rule in advertising: RELATE to your audience.

So.....I wrote to him. Yup...I wrote to David Maus through his website and this is a sample of what I said.

Dear Mr. David Maus Toyota, Lincoln, Lexus whatever:

See, I don't even really know what kind of cars you sell. I'm reaching out to you as both a consumer and as someone who's been a creative in the advertising industry for two decades now.
What are you doing? Your TV ads hurt my eyes...and why? Because you have the potential to do so much better. Ask yourself this, "Is this how I would talk to a customer?" Would you point to them the second they get on the lot and say "Whatever it takes!" Would you refer to them as "Central Florida" and then gently cup your hands to resemble a circle? I just want you to know that you may be reaching a small part of your prospective customers, but you could be doing SO much better. You could be relating to them. You could talk to them like they are a VALUED customer. And make the spots not about how awesome you think YOU and YOUR dealership are, but instead focus on the BENEFITS that the consumer is looking for.
And whomever told you to wear all black for a black background surely did not consider the use of color on tv and in advertising.

Happy to give you some ideas. You have my email.


So there you have it. Haven't heard from him, but whatevs. Have you ever hated your local car dealership ads? If yes..then, you're welcome.

Michael Jackson

Ok...I'll admit it. For the past 15 years or so, I haven't been much of a fan. But from Thriller to BAD...I was.

Obsessed fan is more like it. In 1984, I was 12. And I also sorta looked like a boy...braces, mullet...yeah, you get the picture. Rough years. But I was in LOVE with Michael Jackson. I had the signature glove, the trading cards, the albums, the sparkly socks, the posters..OH the posters!!! But nothing marks my adoration for the man like the one piece of memorabilia I still hold close to my heart.

My youth-sized Michael Jackson jacket. (See picture below)


This is a very special jacket to me. Let me put it this way. Any memories I have from my childhood are in one antique trunk in my storage unit. It contains scrapbooks, trophies, my letterman jacket, a crusty prom corsage and...my Michael Jackson jacket. I threw out my PROM DRESSES to make room in the trunk. But I could NEVER get rid of that jacket.

How I got the jacket is partly the reason why. (Pause for you to get tissue) 1984 is also the year my parents divorced. I was living in Michigan at the time, but my mother decided to move to Florida and I decided to go with her. This was a crushing blow to my father...we were the best of buddies my entire life. I think even at that age I was excited for change, and probably, more than anything, going to Disney World. So, that's why I went with mom. Well, the day came for me and my mom to leave for Florida. Dad drove us to the airport in Duluth, Minnesota, which was about 2 hours away. We arrived early and decided to walk around the Target near the airport. It was at this Target that I saw THE jacket. I pleaded and pleaded to have it...but, I had to bid the red pleather adieu.

Dad drove me and my mom to the airport. To this day, it is still the single most saddest and most difficult minutes of my life. Saying good-bye to my father was beyond difficult...I was leaving behind everything I knew. Finally, my father let go and I watched him fade away in the parking lot.

Mom and I went to our gate and had about an hour to kill. About 10 minutes before we boarded, I saw my dad appear through the doors with a bag in his hand. He fought back tears and said..."I really want you to have this." I opened the bag and it was my jacket.

That is why the jacket will always have a home in my memory trunk.

Sharon

P.S. Two months later I moved back home 'cause I missed my dog...and dad too. :)
P.P.S. My mom called me on Thursday and said.."Are you O.K.?" Gives you an idea of how many hours I spent in front of the TV mastering the moves.

A Day At The Office...I mean, Starbucks.

12:07 pm: Just watched trainee make a drink wrong, hand it over, and customer grimace. Interesting to sit so close and watch the chain of events when a drink goes wrong. Yes, I know how it works now...I live here you know.

12:50 pm: Yes lady, your breasts are visible to us all...thanks for making that unmistakably obvious.

1:11 pm: Rudest man on earth comes in. "I want (blah blah blah blah pretentious drink order) and if you have Pikes Peak brewing throw it out and make me this, I don't want that crap." Oh, hey, did you notice the line forming over here for our NICE customers?

1:23 pm: Megan IM's me about going to see the body exhibit thing at the Tampa museum. But it's like $30. Hmm...$30 to see dead people? Isn't the morgue free?

1:30 pm: Noticing that the Brits are very cheery folk. Polite and courteous. I'm a fan.

2:38 pm: Cliche adolescent boys enter. Do they have faces? I wouldn't know. Hair so long and so face framing, you'd think they were in some teenage witness protection program. Pretty sure one used a flat iron.

2:39 pm: One of the boys turned the corner. Skinny jeans are not flattering for the young boys who's little guys haven't dropped yet. Just sayin. In fact, skinny jeans are not flattering for the older ones either. No one wants to see that. Stop it. Rule of thumb: WWBPD. What Would Brad Pitt Do? Cause most ladies like. Just sayin.

2:50 pm: I love it when the Internet drops and you are typing a long IM to someone and they never get it and you don't know that. It's awesome, really. Thank you AT&T WIFI!

3:10 pm: Man stands unusually close to my table with his backside to me. He's chatting with two other folks and it's hard to NOT notice that every time he starts to speak he forcefully clenches his butt cheeks. Why? And why do I have to see this?

3:15 pm: Waiting for the hot-doesn't-know-I-know-he's-married-guy to come in and hit on me again. Can't wait to say to him..."Hey, Ring Tan, think your wife would like you canoodling over coffee?"

3:22 pm: Why do people shop at D.O.T.S.? #1 It's clear you do. #2 You can get more fashionable stuff for the same price at Old Navy. #3 And the size 4 does not fit your size 9 chest..fix that.

3:33 pm: Hades has landed. The nearly 100 degree heat wafts in every time the door opens. Can't wait to lick the sweat off my upper lip as I walk 4 feet to my car.

3:36 pm: Megan tells me that JWT needs a copywriter for their Nestle account. Chocolate and writing? Sweet. Attach resume and send!