Usable Words

web copywriting

How to write for the web

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Web copywriting

Words are the most important thing on your website. With web copywriting from Usable Words, they'll get the love and attention they deserve.

 

What is web copywriting?

Web copywriting is a specialised form of copywriting - that is, writing that fulfills a specific objective for an organisation or business. Most commonly, that objective is persuading people to buy a product or service, but it can be anything: educating the reader about an issue, teaching customers how to use a product effectively, or improving an organisation's public reputation.

Web copywriting is different from other kinds of copywriting because when you're writing for the web, you need to think about:

  • the various ways people can get to a web page (search engines, links from other pages, links from external websites)
  • how people interact with text on the web (people don't just read text on the web, they click on it!)
  • how text will be "read" by search engines as well as human beings

Do I need a web copywriter?

The right words can make a huge difference to your conversion rate, so practically any business website owner can use a good web copywriter. But you definitely need a web copywriter if:

  • you're not confident of your own writing; or
  • you'd like an outside perspective on what's important to your customers; or
  • you have a content deadline looming, and can't handle yet another delay in launching your website.

Why Usable Words?

I'm a specialist in web copywriting. 90% of the writing I do is for websites, and I really understand how people use the web.

Because I'm an expert in the web, I don't just write words; I also give great advice on how to use your website to communicate effectively.

"Angus took the time to understand my business, my vision and the image I wanted to convey. We talked about the market I wanted to attract and the style and tone I wanted to project.

"I can’t tell you how pleased I am with the results. Angus has written copy that has been thought through in terms of how it relates to the site’s structure, its design and navigation, and the audience it’s targeting. I highly recommend anyone to use Angus Gordon for all your copywriting needs. I guarantee you won’t be disappointed."

> Cassandra Italia, director, Global Health Travel

How much do you charge?

To get a quote for a copywriting project, contact me at Weave Web Communications. Quotes are based on an hourly rate of $120 plus GST.

Read the Usable Words blog

See examples of my recent work

How does something like this become good web writing?

Cut out the fat.

Break it up.

Plug in the keywords.

Add the links.

The call to action.

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Writing content for the world wide web web content is different from writing for brochures, magazines, or other print media. Good web copywriters know what web users need (the reasons they use the web, what they are looking for, and their habits), and how to help them get it. Here's what they do. There are five main elements of effective web writing.

1: Keep it web content short and relevant

First, Most web users don't have a lot of time and are doing several things at once - checking their email, updating their Facebook status, browsing newspaper sites, and maybe even working. Your target audience needs to know you're exactly what they're looking for...right away.

So the best thing to do is to write web content in short, punchy sentences. Write directly to the customer, as if you're talking to one person. And cut out anything that's extraneous, any words or phrases you don't need.

2: Lay it out for people who skim

Second, On the web people tend to skim, and they get intimidated by big, uninterrupted blocks of text. Use signposting methods such as

to break up the page and also to make your readers focus on your main points so that they are unmissable.

3: Use keywords strategically

Third, Although you're mainly writing for people, you have another audience: that audience is search engines. To make search engines such as Google love you, it's necessary to use keywords strategically, in web content but preferably without making your text read awkwardly.

4: Use links in web content to help people navigate

Fourth, well-written Web content should make it easier for people to find their way around a website. Use hyper links liberally, and make sure you always think about what's useful to readers when you decide on a label for them.

Finally, you should always try to 5: Include a call to action

Tell readers what you want them to do next. You'll be quite surprised how often they go ahead and do it.

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