Type to search

Copy Corner: Writing for the web 101


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.

If you liked this post, check out the Related Articles over in the sidebar. You might also consider reading some of Franks other posts from his montly Copywriting posts or better yet, subscribe to the RSS feed for the Copy Corner blog and get Franks copywriting tips direct to your reader.

Previous Article
Next Article

You Might also Like

Leave a Comment