Unlike other types of communication, web copy often asks the reader to take a specific action: buy something, sign up for something, pick up the phone and call – and to do it now rather than later. It’s different to the ads in magazines and on TV, because its purpose is not to create a branding image, but to get a response.
To reiterate, the job of web writing is not to be cute, clever or creative. As legendary copywriter, David Ogilvy, said: "I don’t regard advertising as entertainment or an art form. I don't want you to tell me that you find it creative. I want you to find it so interesting that you'll buy the product!"
That’s why, with all electronic writing, every paragraph, sub-head, sentence and word must have its role and purpose. It's about detail, about sequence, about pace and flow. And when you do it right, the 'construction' becomes invisible and you have a great piece of writing that compels the reader to do what you want them to do.
Here’s how to do it right:
- Make it easy for the reader
The surfing experience, with a million other websites competing for readers’ attention, makes every pitch an all-or-nothing gamble. Web users can often get what they want from a website other than yours, but if you can show them what they’re looking for in three clicks (15 seconds, max), you’ve got a good site.
- Avoid shovel-ware
Hypertext links and other clever cyber-inventions mean that there are no space constraints on the web, so organisations have fallen into the habit of shovelling every little bit of copy they have onto their websites.
That’s why lot of contemporary web copy is referred to as ‘shovel-ware’: electronic products that are paper products converted to electronic form. Shovel-ware makes sites seem more substantial and informative but it’s inherently illogical, because the busy web user has limited time and limited patience.
In addition, if you simply move your print documents onto webpages, you’re not using the medium to its best advantage. For this reason, developing e-mail or website copy usually means writing new materials.
- Write positively
Use positive, definite and specific wording instead of negative, indefinite or vague wording. Say: “Our projects always run smoothly.” not “Our projects seldom take long.” Say: “We believe in value for money.” not “We don’t believe in high prices.”
Why do this? Because readers respond better to positive ideas than negative ones, while words like ‘do not’, ‘seldom’, ‘rarely’ or ‘stop’ can cause unfavourable reactions. Also beware of: ‘unfortunately, unable, cannot, mistake, problem, error, loss, failure’.
And if you have to present negative information, reduce its impact by painting a positive picture. Emphasise what something is, not what it is not. Highlight what the organisation can and will do, not what it cannot. Open with action, not apology or justification.
- Keep it short
As a rule, a web article should comprise 50% (or less!) of the word count of a printed piece. So, when translating a print document into a web document, cut anything that's not essential and say what you need to in the fewest words possible.
Short sentences are better than long sentences, so be frugal. Avoid empty chatter like welcome text or vague ‘thank you’s. And steer clear of clever headings and catchy but meaningless phrases that readers must think about to understand.
- Remember that web users can still press Print
Write short, but don’t ‘dumb down’ a message just to be obliging. Readers are more likely to thank you for providing the necessary depth than to grumble about page length. Luckily, most people prefer to read long or complicated texts offline so they’ll happily print lengthy documents that are comprehensive and provide necessary detail.
But if usage is difficult to predict, offer both a web version and a link to an easy-to-print page or printing alternative, such as a (low-res) downloadable PDF file. Above all, try to keep each webpage to one screen only! Web users may have highly evolved mouse fingers, but they hate scrolling with a passion.
- Write objectively
Promotional language or ‘marketese’ places a burden on web users, who must use resources (like time and attention) to get past the exaggeration to the facts. When users read a paragraph that says: “Potchefstroom is filled with internationally recognised tourist attractions!” their first reaction is “No, it isn’t”. This slows them down and distracts them from the rest of the site.
Also, the web is not a shopping channel – and the last thing users want to see when they land on a website is an ad! So don't make your website look like one. Choose factual information over fluff or hype and treat your message as a good editorial piece.
In short, remember that most people are confronted with 3 500 commercial messages a day. Billboards, streetpole ads, text messages, e-mail, TV, radio, magazines, newspapers – and that’s before they get to work, where there’s more info waiting. So sneak under their radar with short, positive and objective text that’s easy to read.
