Copy Corner: Writing for the web 101
When writing for the web, dont write for readers, but write for scanners. Make sure you are as concise as possible.
- Make sentences short and to the point
- Avoid long blocks of text. Each paragraph should be about a specific idea
- Use headers and subheads so that scanners can navigate information easily
- Use bulleted/numbered copy whenever possible
Make headers meaningful
Headers and subheads are where eyes go first.
Your headlines must:
- Make sense as stand-alone elements
- Meaningfully convey the content of the text that follows
- Be dynamic and wherever possible contain a benefit
You might have a heading that says simply ‘Our services’ but if you slip a benefit in there, then scanners will get a stronger message. So instead of ‘Our services ‘ it might read ‘Our 24-hour services’ and suddenly with very little extra space you have included a relevant benefit.
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