How to Write Effective Web Copy

1
First things first

3 questions every Web writer should answer

2
2
Ask yourself

Who, exactly, are you writing for?

3
Ask yourself

What do you want them to know?

4
Ask yourself

And, why should they care?

5
Goals for your copy

5 goals for every Web site you write

6
6
Goals for your copy

1. Capture attention

7
Goals for your copy

2. Hold interest

8
Goals for your copy

3. Answer questions

9
Goals for your copy

4. Overcome objections

10
Goals for your copy

5. Compel action

11
Web writing fundamentals

7 guidelines for great content

12
12
Web writing fundamentals

Write in first or second person,

present tense, active voice

13
Write in first or second person, present tense, active voice

• You have alumni. You have fundraising needs.

How do you get results?

• Why I donate blood

• What’s your opinion? website? Or Web site?

14
Web writing fundamentals

Use an inverted pyramid style

15
Web writing fundamentals

Write so readers can scan

16
Write so readers can scan

On average, a headline has less than a second

of a site visitor’s attention.
Outing, Steve and Laura Ruel, The Best of Eyetrack III: What We Saw When We Looked
Through Their Eyes, www.poynterextra.org

17
Web writing fundamentals

Be consistent

18
Web writing fundamentals

Take responsibility for each sentence

19
Take responsibility for each sentence

Our unique templatized reusable content provides

an extensible methodology for communicating key
marketing messages consistently and coherently.

Our content provides a methodology for

communicating…?

20
Web writing fundamentals

Find an authentic voice

21
Web writing fundamentals

Collaborate with your team

22
Closing thought

Easy to read is often hard to write

23
Thank you

We’re enjoying our collaboration

E with you!

24