To the Point “Internet users are scanning text… Online writing needs to be about 50 per cent shorter than the same material in print.” Dr Jakob Nielsen, “Designing Web Usability”

Web Copy Tips | DIY Marketing Plan | DIY PR Campaign | Glossary of Terms | Commonly Confused Words Your homepage must, at a glance, explain exactly what you do and how you can provide value to the visitor. If this page doesn’t succeed in grabbing their attention, they will never spend long enough on your site to discover any of your gems. Communicate your key messages at the top of each page. Don’t assume the reader will scroll all the way down. Naturally you can't say everything in the first sentence. Use headings (preferably with links) to draw visitors’ attention to the key points appearing further down the page. The copy must be written well. Whilst the standard rules of marketing communications apply, the efficient dissemination of information is equally important. ‘Netizens’ don’t read – they scan. This is probably due to both the discomfort of reading off the screen (by a generation that has been brought up reading print text), and the cost of the ISP connection – to many, time online is, quite literally, money. To counteract the skim-approach, use bullet or numbered points, put key phrases in bold, and keep sentences and paragraphs short, simple and to the point. Web surfers are not known for their patience – if they can’t find what they’re looking for, they won’t stay for long. Correct grammar and spelling is critical! Particularly when site visitors are using your web site to find out further information about who you are. Have your copy edited and then edited again. Spelling mistakes, typos and poor grammar can make an otherwise slick website look amateurish, undermining your professionalism and credibility. As a general rule, shorter sentences are better, however if a long sentence is unavoidable, be sure to insert a very short, punchy sentence on either side, to enhance the copy's rhythm and flow. Consider inviting a third party who hasn’t been involved in developing your website to audit it. You’ll be amazed at what others pick up. Give your web copy a warm and friendly treatment. Remember, visitors are standing at the front door of your business, and need to be welcomed in. Be mindful of American and English spellings (realise vs realize). Both are acceptable, however English is generally more appropriate for the Australian market. Whatever you choose, make sure you are consistent. Clever copy is not so important as the use of words that quickly and easily convey your key messages. “Short, sharp and to the point” should be your mantra. Dull and long-winded self-promotion should be avoided at all cost. Don’t stray from the WIFM (what’s in it for me) and customer-centric focus. Efficient copy is the key. Site visitors don’t have the patience to read volumes of text – if you must, limit your copy to no more than three to four clicks. Ensure the information is up-to-date. Include the publication date of all your information – and keep it current. The key benefit of websites is that their content can remain dynamic; there is no excuse for web copy past its use-by date. Creating a website is only the beginning – building on the content and giving people a reason to come back should be an ongoing concern. Provide your target audience with valuable information about your area of expertise. And make it unique – if it isn’t interesting, why would people visit? Review competitors’ websites and ensure your site content provides customers with a reason to visit your site over your competitors. Ensure your contact details can be easily found along with details regarding the authorship of the content (assuming this is not blatantly obvious). Seek feedback from customers and ignore their comments at your peril. Whilst not all suggestions will be actioned, they should be considered and acknowledged with a note of thanks. Use capital letters sparingly and avoid entire sentences in caps – this is the web-equivalent of shouting at your visitor. Using boldface can be effective but, again, use it sparingly. Boldface can draw emphasis to a particular point, but avoid bolding large sections of information. Avoid underlining words as a highlighting mechanism as visitors will assume they are hyperlinks. Don’t treat your website as a separate component from your offline marketing activities (eg press ads, corporate profile, promotional material, sponsorships/ etc). Integrate all your marketing communications to achieve a sum greater than its parts.

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