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How to write great copy for the web

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You want your website to be informative-right? So you should include as much information as possible on the page-right? Wrong!

We work on hundred of staffing website projects a year and writing the copy is often the longest and most time consuming of the entire process. Often times clients treat website are treated as online brochures, with copy being reused. Or, they are simply trying to include too much information on a page.

The web is its own medium and people read information on the web very differently than they do printed pieces, requiring website copy to be treated very differently than copy in a printed piece.

I recently came across this blog post,  5 Rules for Better Web Writing by Josh Cantone, Features Editor of Mashable, outlining some great points on writing copy for the web.

A few key points to consider:

  • Studies have shown that the more words on a web page, the less time people spend reading it
  • Users spend 4.4 seconds on a page for every 100 words of content
  • Given average reading speeds, only 18% of the text on the page is being read

Another consideration for website copy is the use of keywords. With search engines shifting focus from meta data to site content, does your site include key search phrases that will help improve your site rankings?

Finally, as with any of your marketing materials, make sure that your site conveys a clear message of who you are, how you want to be positioned in the market and portrays your brand message.

Take a hard look at your website. Is the copy concise enough to make your key points to your audience? Is it written to help improve your search rankings? Does your brand message clearly defined. If it’s not, then it is time to start writing.

If you’d like a FREE website critique or if you’d like more information on a new website, contact us at 1-888-696-2900 and we’d be happy to help you!

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