This Article is About
target audience
snail mail
headings and subheadings
web copy
meta tags
Writing For The Web Format
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Writing For The Web Format

Writing web copy to help keep visitors on your webpage.

When writing for the web there are different ways create the content on your pages that will help and hold the readers attention better. Formatting your documents for the web is somewhat different than writing sales copy for public distribution through snail mail. This goes beyond how your keywords are used in your documents and meta tags, but how the material is actually presented to the reader.

Your main goal when writing content for your webpage is:

  • Speak to the reader with emotion.
  • Offer a solution to your target audience.
  • Deliver a solution.

Everyone has their own unique style when writing for the web but formatting your pages in certain ways will help your reader understand your message and hopefully take action, as in buying your product.

Headings and Subheadings.

When writing for the web one format you should use is dividing your page content into shorter bits of information. Most readers are not going to read your document word for word but quickly scan over the page picking out the points that are of most interest to them. Your heading and especially your subheadings should:

  1. Tell a brief overview of each section of your web copy.
  2. Create more interest to help hold your readers attention.
  3. Act as stopping places or way points in your web copy.

Your internet reader doesn't want to have to read through long paragraphs so make your sentences and paragraphs short and to the point. Make the first sentence after a subheading really count by making a strong point about your product or service. When writing for the web, format your copy by varying sentence length.

Even one sentence paragraphs are very suitable when writing your web content.

In fact, I've seen that format used more and more and with additional spaces between the paragraphs. It seems to really hold the readers attention and also easier to bring out certain points and benefits of your product or service.

Let me ask you a question.

Did you read the text in the bullet and numbered list above? If yes, then that is the point of the question. People are drawn to those short numbered and bullet list as they usually provide very targeted and to the point information. Always a very good format to use when writing for the web.

Questions draw interest.

Another point is that questions draw interest. I think it is in our DNA. Gets the readers attention to want to learn more and maybe find out if their answer agrees with yours. Also it's a good idea to try and word the question that would likely generate a yes answer. It's just a basic concept most business folks learn in Sales 101. Having subtle ways of having the consumer agree with you gives them a positive mindset leading to your call to action.

Other writing for the web formats, does and don'ts.

A lot of flash content on your page is pretty, but most search engines really don't know what to do with it so the page may be ignored. Your reader is more interested in information and not a nice flash presentation. A few pics but nothing to distracting. Just creates more interest on your pages.

Different colored text and some highlighted text is OK if not overdone. It will help bring out specific points of interest to the reader. Our eyes are naturally drawn to something a little different in the text format of a page. Just don't make a whole page of different colored test.

Even an occasional underlined text or strikethrough can help catch the readers eye, but don't clutter up your page with a bunch of that. Can be too distracting.

Can a page be overly formatted?

Absolutely. This article could be said to be a little overly formatted but was done to give ideas and examples, and perhaps not the best example of writing for the web format when creating content for your web pages. Basically you want to format your content into neat little sections with each section bringing out specific benefits of your product or service which lead to a call to action.

When writing for the web, format different pages using different techniques and formats to market your products and services. This way you can test your pages to see which one seems to draw the most interest. Which pages have the most click through to your sales pages. By doing this you can see which pages convert the most and improve on those that don't.

And most important, write your content in your own words. The reader will appreciate the honest opinions that you present. Developing a trust is one of the first steps in converting the reader into a purchaser of your offers.


Street Talk

Excellent points. As a journalist who has objectivity ingrained into my writing, I often struggle with the emotional aspect. Thanks for the guidance.

Reply
  about 1 decade ago

Welcome Steve and appreciate the visit

Reply
  about 1 decade ago

Great article Kevin.

Reply
  about 1 decade ago

Thanks Connie

Reply
  about 1 decade ago

Good one Kevin. I keep learning form you.

Reply
  about 1 decade ago

Thanks Shawn...appreciate that comment..

Reply
  about 1 decade ago

This is a grrrreat way to write. I love articles that I can get infromation from that is informative and easy to read.

Reply
  about 1 decade ago

Thanks Queenie...appreciate the visit and comment

Reply
  about 1 decade ago

You are really getting good at this now Kevin, just now I fear you are going to give up fishing.

Reply
  about 1 decade ago

Give up fishing...you gest....lol.....Thanks for visiting Rob...

Reply
  about 1 decade ago

I think you have been reading my mind. This is an area of weakness for me and I wanted to work on it. Thanks Kevin

Reply
  about 1 decade ago

Welcome John...

Reply
  about 1 decade ago
Barbara9  

thanks Kevin this article is very helpful to me

Reply
  about 1 decade ago

You are welcome Barbara...thanks for visiting

Reply
  about 1 decade ago

Great way to showcase how to market your products and services! Good article, Kevin. Thanks.

Reply
  about 1 decade ago

Thanks Cynthia...

Reply
  about 1 decade ago

You really have no idea how much you help right now. I just printed it. Thanks Kevin!

Reply
  about 1 decade ago

You are so welcome Maria...and thanks so much for your comments..

Reply
  about 1 decade ago

With the web being all about instant information you definitely have to write with this in mind. Good information Kevin.

Reply
  about 1 decade ago

Thanks Shannon.. and thanks for visiting..

Reply
  about 1 decade ago
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