The requirements of writing content for a web page can vary greatly, all depending on the nature of the web page itself. It could be a landing page designed to inform the visitor of what you do and give them a reason to consider your services.
Or it could be a blog post aiming to educate the reader on a certain topic and highlight your expertise. Whatever the purpose, there are a number of rules you should be following in order to help improve the popularity and usefulness of your site as a whole.
Top tips for writing a web page
Below you can find 10 top tips for writing web pages that your visitors will love. This is not to say it is a foolproof guide to success, but by following these rules you will at least put your site in a better position to succeed.
1. Consider the reader to be lazy
When people visit your site for whatever reason, they are looking to find straightforward and simple answers to their questions. Any content you write should be precise and designed to be easily readable and digestible.
Here are some useful steps to consider in helping you write for lazy readers:
– Stick to using short sentences which are anywhere up to 12-15 words long. Any longer than this and readers actually need to think to understand the grammar.
– Keep paragraphs short. Paragraphs that are just 2 to 4 sentences long are much easier to digest.
– Avoid industry jargon where possible. Though you want to highlight your expertise, you don’t want to show off with all sorts of fancy words.
– Avoid repetition. Once you have made a point, avoid repeating it elsewhere on the page.
– Avoid using the passive tense. The passive tense is harder to understand, so stick to active sentences.
– Talk to your visitors. It is perfectly fine to say “you” throughout your copy, as it makes the page far more relatable and easier to digest.
2. Start with what is most important
When someone enters your site, you have a limited period of time to gain their attention and keep them on the page. For this reason, you should aim to get to the point immediately. Start with your most important selling point/benefit to help highlight that the page is relevant to what they need.
For example, if your web page is there to help your business sell cars, go ahead and tell them from the start that you sell cars. Then say why your cars are great and why people buy from you. It sounds simple, but many writers would waste time talking about what a car is, or who they are as a company.
Attention is a precious commodity nowadays, so don’t waste it when you have it!
3. Realise that people scan
The truth of the matter is that, even if you spend hours writing the most magnificent page copy, fewer than 1 in 5 visitors will actually read the whole thing. Instead, most people will simply scan a web page.
There is nothing wrong with this, it just means you need to take certain steps to make the page appropriate for this 80% of visitors. Here are a few tips to follow.
– Use plenty of bullet points to summarise key points.
– Make all actionable steps clear in the subheadings you use.
– Make sure your headline summarises what the page is about.
– Conclude with the purpose of the page and a necessary call-to-action.
4. Consider the customer journey
One common mistake people often make is failing to realise that not everyone knows what their website is all about. Depending on the size of your site, people could potentially come across it from a wide variety of different routes.
Your home page might clearly display who you are and what you offer or sell, but not all pages will. For example, a blog post might be great and very informative, but afterwards, people may simply leave the site. You need to instead offer people a clear and tangible path through your site after having entered from any source.
In many cases, a simple and effective way to do this is to offer a call-to-action at the end of every post. It could be to check out your services or to view another post on your site. It really depends on what you offer, but you should help encourage an easy customer journey, rather than making it difficult.
5. Don’t forget SEO
When many website owners see the phrase “Search Engine Optimisation”, they quickly head for the hills. Getting every page on your site to rank well can, of course, be difficult, but it isn’t impossible. It certainly isn’t a skill that is blessed to only a select few “experts”.
Even as a beginner, you should be considering SEO whenever you write any web page on your site. You can do this by following a few simple rules and steps for each page you write, such as including a healthy selection of keywords and using proper HTML.
To help assist you with your basic SEO efforts here is a beginner’s guide to writing content SEO that you will no doubt find very useful.
Bring in help
Writing a web page can seem a formidable task at first when you have little on your site already. It’s like having a blank art canvas in front of you whilst you’re trying to decide where to paint first. Well, luckily there is plenty of help available for getting started.
Copywriting agencies, such as what we offer here at Copify, are able to provide you with a diverse array of targeted and high-quality copy for almost any sort of web page. They are a useful way to help show you the ropes and find the sort of voice you want your website to have.
Afterwards, you can then start to develop more and more of your own web page copy once you know what works well.