10 Tips for Writing Effective Web Copy

When writing headings:

• Keep them to eight words or less

• Include important keywords

• Avoid the use of adjectives and prepositions (and, a, the, of).

• Be clear and concise. Avoid wordy, wishy-washy phrases.

6. Write keyword-rich title tags

Title tags are a small piece of HTML code that appears in the top bar of your browser. "For example, "Acme Company Home Page." Title tags, along with meta keywords and meta descriptions, are one of several important factors in achieving high search engine rankings.

Title tags appear in your site's HTML code like this:

ACME COMPANY HOMEPAGE

You can view a site's title tag by clicking VIEW then SOURCE on your browser's tool bar.

Because search engines use title tags to gather information about your Web site you need to think carefully about what words you put in the tag. Don't be tempted to put your company name in the tag (unless you're a well-known brand like Nike or Microsoft).

Instead put specific keywords relating to your business. For example, if you're a California real estate company, you would want your company to appear in search engine results for searches on keywords such as "California Real Estate" or "Realtors in California." So, you would use the keywords "California Real Estate" or "California Realtors" in your title tags. If you wanted to be more specific, or you prefer seeking business in a specific geographic area you would use keywords such as "Silicon Valley Real Estate" or "Silicon Valley Realtors."

7. Provide links and connections

The web is about linking information. Make sure your site links your reader to other information and other sites link to you. Never make your Web site a dead-end. Some search engines, including Google, are based, in part, on their ability to find you from links on other sites

8. Write effective summaries, sentences and paragraphs

An effective summary is who, what, when, where, how. It's about getting the information across in 50 words or less. Keep your summaries short and factual. Make sure they encourage your reader keep reading.

Remember, keep sentences to between 15-20 words. Paragraphs between 40-70 words. Make your first sentence grab your reader's attention or they'll move on.

9. Sell Benefits not Features

If you want your Web site to sell your product or service you must write about benefits and not about features. A feature describes a product or service. A benefit is what the user gains from using that product or service. Don't say, " Our duvets are warm and comfortable," say "You'll be warm and comfortable in one of our duvets." Tell your customers how your product or service will make them happier, sexier, healthier, wealthier. In other words focus on making sure every line of your copy is dedicated to what's in it for them.

10. Edit. Edit. Edit. Then edit again

Mistakes in online copy are temporary and easily fixed, but by the time you've noticed your errors so have thousands of other people. Have two or three people proofread your text. Check it yourself for consistency in grammar, punctuation, capitalization, abbreviations etc. And finally, read it backwards-you'll be surprised how many errors you'll spot.

About The Author

Julia is an independent copywriter and consultant specializing in search engine marketing and copywriting, direct mail, brochures and other marketing materials businesses need to increase sales. To find out how Julia can help boost your companies profits visit www.juliahyde.com. Or email info@juliahyde.com. She'll get back to you right away.