Writing web copy can be tricky: you need to set it up in such a way that you are able to address the needs of your target market. Moreover, web copy is not like any other written or printed piece of writing: it has to be written concisely, with all the pertinent details shown so that the person reading the copy will pick up all the main ideas immediately. In the world of the Internet, writing the right web copy is important: people do not visit a website and read every single word in it, but they do need to get the right information in the least amount of time. You, as a copywriter, need to address their needs.
In particular, you need to answer four basic questions when writing web copy. First, why are your visitors at that website and why should they be there? Are they in need of a product or service? Do they fit a particular demographic that needs your help? Second, what should they do? Should they buy your product or service? Should they call you? Provide your visitors with a road on which to travel instead of telling them that they should get to a destination by their own terms.
Third, answer why your visitors should even do anything. Should they buy a product or service to get themselves out of a financial rut? Should they buy something from you so that they can enjoy life better? Finally, what should they do next? Should they go out and buy things, save money, ask for more help? What should they expect from you?
Remember these four basic questions when you set up your copy. You will need maintain consistency in your look and tone, moreover, so that when people read through your copy, they will feel comfortable and not have their brains scattering all over the place, what with the multitude of ideas that you present.
When setting up your copy, remember that you need to keep it from looking like a sea of text. Break up your pages and format information your information into smaller pieces of text. If you have a well-formatted page in a single font that is easy to read, it can be more inviting, and can actually beckon potential customers to start reading. Moreover, provide some white space: don’t have very large paragraphs so that your customers’ eyes can be soothed and relaxed as they skim over the page.
When formatting between paragraphs, leave two empty lines beneath the paragraph, as well as after every title and heading, in order to mark off and delineate ideas. This can provide white space, as well as a logical division of information that can tell your customers what to think and how to organize their thoughts. If you must use large amounts of text, keep them in narrow columns so that your customers do not have to read from one end of their computer screens to the other.
Subheadings can help you out and make your work more interesting and accommodating. In fact, they can aid visitors in scanning through the text and knowing what ideas to expect and where to find something that they are looking for. Have attractive titles, too, so that you can better catch your visitors’ attention.
These are only a few tips that you may want to use in setting up your copy. For more tips, look through effective web copies and see what makes them tick. Moreover, practice so that you can produce better copies every time.
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