5 Tips for Effective Web Content Writing

Most writers today take to web content writing because that’s where the business is. But knowing how to write in English doesn’t necessarily make good website content writers. The art of web copywriting – the kind that really makes an impact on readers – is one that has to be understood thoroughly. While this is a much broader topic, here are 5 tips that you can get started with now, to make your web content writing far more effective:

1. Understand the purpose of the website and keep it in mind

As good website content writers, we need to understand what the website is trying to achieve. Is it trying to build the company’s brand? Is it trying to make an online sale? Is it trying to get a lead to sign up so it can contact him/her later? Use words that motivate the reader to buy, if it’s an e-commerce website. Adding words like "Last piece on the shelf. Hurry!" used for certain items might convince users of its popularity.

2. Learn about heat maps

According to an AC Nielsen study, readers follow a particular pattern for reading on the web, which is different from how they read on paper. Therefore, some areas of the web page are ‘hotter’, because the user’s attention goes there first. So consult with your client and his designer, and try to place the important bits of information where the user is likely to see it.

3. Avoid hyperbole

A common trap that website content writers easily fall into is using plenty of exaggeration to fill up web pages. This is usually to give clients the promised number of words, and of course clients love seeing their company ‘presented so well’. The user does not have the time or the inclination to sort out the real stuff from the fluff, so make sure you put the facts out there for him to see in an objective tone.

4. Highlight the important stuff

Include bullet points in your web copywriting. Most writers turn up their noses on this one, but this is really an important way for users to read and assimilate information. This lets them read at a glance, giving your client higher chances of conversion. Also, mark the important words in bold in such a way that if the reader just catches only them, he can make sense of the content.

5. Avoid cliches

Like all good forms of writing, web copywriting too, demands that we avoid clichés. Stay away from phrases like ‘XYZ is the best company for’ or ‘wide array of services’ which sound ‘fuddy duddy’.

Web content writing is an exciting task and the results that it can deliver are even more exhilarating. Follow up with your client to understand how your content has helped in the movement of traffic and increased leads to fully understand the impact of what you write. You’ll be thrilled!