4 Essential Facts about Web Users
(and how to tailor your copy to them)

Whether you’re writing your website for the first time or revising an existing site, there are a few things you have to understand about your readers so that you can make sure your website addresses their needs. Let’s assume you’ve thought about your web strategy already and now you’re ready to start copywriting. Here are some pointers:

4 Key Truths:

1.       People are time poor

·         Get to the point quickly. Put the key information at the top of the page, preferably in the first paragraph.

·         Your website needs to be scannable, that includes menu functions as well as page copy.

·         Use headlines – this will allow people to quickly find the information they are looking for.

2.       People read slower on screen than on paper

·         Make it easy for your reader by breaking the copy up into manageable chunks (approx. 50-60 words in a paragraph).

·         Write short sentences – 18-25 words.

·         Break up the key information into bullet points – it’s easier to digest.

·         Keep your page short (no more than 300 words). Lots of scrolling will irritate readers and they will switch off after a few paragraphs.

3.       Web users want to quickly find the sites they need (and won’t look past page 2 of Google)

·         Ensure key search engine terms are used in your headlines and page title tags, this will help with your search engine optimisation and help rank you on page 1 of Google.

·         Don’t use industry jargon in your copy. Not only is it off-putting to your reader, it won’t be the words they’d use to search for your product or service. For example, don’t use the term “electronic intruder systems” if your customer is more likely to search for “burglar alarms”.

·         Scatter key search engine terms in your body copy, but be careful not to overdo it or else search engines will brand you a spammer and your copy will look idiotic.

4.       Prospective buyers need to feel confident before they buy your product or service

·         What information do your customers need to know before purchasing your products and services? Put yourself in their shoes and make sure you answer all the questions they are likely to have.

·         Include testimonials from happy customers.

·         Include a physical address, phone number and any other information that is going to make prospects feel confident that they are dealing with a serious, real company and not a con artist.

Your website needs to clearly and succinctly get your organisation’s message across. Write for your readers (but keep the search engines in mind).

Was this information useful? Have you written a website recently? Feel free to share any tips.