When writing web copy, even the most experienced copywriters can have trouble writing goal-oriented copy. It can be a daunting task since opinions about website design is subjective, and normally, there is a lot of content to cover. However, with a plan and best practices, both departments can greatly benefit from goal-oriented copy write.
First and foremost, make sure you know exactly what your objectives are in writing the assignment. If you are unsure as to whether you are supposed to be selling or informing, find out! Take some time to meet with your stakeholders to ensure you are meeting their objectives of the assignment. It would also benefit your writing to find out who your audience is, and any data or numbers to throw into your work.
In Website Magazine’s article, “The Basics of Writing Web Copy,” the author states to be “the egg” if the chicken came first. Honestly, I do not understand what the author meant by this. In this case, the original writing is the chicken, making us copywriters the egg. Well obviously the chicken will come first since we would have nothing to write about without it. I could be completely be wrong, but in my best opinion, I would say that the author meant to write a solid copy that would directly relate to the original: The egg is that chicken, but is physically different. Check out the full article that is posted at the bottom of this blog, and please comment if you have a different interpretation!
Let’s just skip on to the important part: copywriting practices that will make your life easier and less daunting.
- Don’t overanalyze. Analyzing the content for web copy is time consuming. When you overanalyze it, you are just plain wasting time. For your first draft, just write like no one is reading it, and then make corrections when you are finished. At that time, you can also tweak things to reach your targeted audience and make sure your objectives are being met.
- Simplify. Do not bother using the synonym tool in Microsoft Word, or a thesaurus. If anything, use these tools to simplify your message instead of polluting it with words that your readers have to stumble over.
- Keep your copy short. Banner ads should be no more than 5-10 words long, including the call to action. For all other web content, use bullets or numbering to separate subtitles. This is easier to read, and breaks up the copy.
- Be consistent. Create your own style and stick with it. Most stakeholders won’t mind how you use words such as call to action, or call-to-action. But once you use it, stick with it.
- Take breaks. Before you submit any writings, walk away from your work to take a breather, and allow your eyes and brain to take a break. When you are relieved, you will be clearer for editing.
- Change is good. It is likely that you will want to make changes once you see your writing complete in the design. Do not hesitate to ask for changes; copy with its intended design sparks creativity.
- Criticism is good. Embrace the feedback that you get; it will only make you a stronger writer. Instead of looking at is as someone hating your writing, see it as an opportunity to become even better at what you do.
If you have any questions or would like to leave comments for the 1440 Group, please do not hesitate to contact us! To view this full article, click on the link below.