Website copy is very different from printed matter. Web visitors scan the headlines and the bullet points and try to digest content as quickly as possible. Where as in printed copy the reader will go over word to word and finish the article. Writing persuasive web copy is a balance between being succinct and having the right words to persuade the visitor to take an action.
Treat Your Audience like a Hunter
A web content reader will be looking for information on a product, so your web copy is only going to get a limited scan from those eyes, after all, they want information on the product they are hunting for and wasting time reading your web copy is not on their agenda.
Put the Best Bits of Web Copy First
Getting the audience to read your content is to put the best part of your copy at the top of the article or page. This works in your favour for Google and the website visitor.
Bullet Points are great for those who scan
Bullet points help a reader, who scans or merely glances at content, digest the information more easily and readily.
Use the Right Keywords
Sometimes it’s best not to be too fancy – if you were searching for a restaurant that is not going to cost you an arm and a leg, you would not key in “cost-effective diners in Auckland” – it is far more likely you would type up something like “cheap restaurants in Auckland”.
Don’t Write War and Peace
Use content for lazy readers; that means keeping paragraphs short, sentences limited and don’t use in-house jargon.
Make Your Webpage Visually Aesthetic
It is not just the words that will make a reader act upon the website copy but the design of the page too. A web page that pleases the eye will be read more diligently than one which is choked with flashy ads or poorly designed sidebars.