Writing web site content that’s effective requires knowing how to use headlines, sub-heads and key elements in a way to focus the reader’s attention.

Do a Self-Assessment before Starting to Write:

1. What’s the purpose of the site?

2. Who is the main reader?

3. What action are they supposed to take?

These are just like asking assessment questions in marketing.

If the site is an ecommerce site, is there a product of the month to highlight for purchase? Is the site an informational site that’s supposed to convey a feeling of trust for the company? Determine the audience to help determine the type of headlines, sub-heads and text on pages to incorporate across the site. It will answer the question: does the site work to compel the reader to action?

Compose a Site Map

Use the self-assessment to create a site map in Excel, or rough draft by hand, that shows the Home Page, Landing Pages and all sub-pages. This helps writers organize information before the actual writing begins. If a site has more than 5 - 7 pages, this step is essential to direct the readers from one page to another.

Also Ask:

Will readers find this in the search engines?

Web sites are working well when readers find the site "organically" via search engines. This is important when the site is the "first point" of contact for the reader.

Write titles, opening sentences and ending sentences using words and phrases that are sought-after in search engines. Use keyword tools to determine options related to writing specific keywords. However, also remember that all words on a site are important and don’t delay the project by trying to write the one best phrase that will generate traffic.

However, many businesses - along with personal sites - use their web site as a "second point" of contact to show a portfolio of services. It's not as important to then rank high in the search engines.

Can a reader scan the web site for information?

Eyes move quickly from headings to brief sentences. Visitors who reach web sites using search engines are moving quickly from one site to another seeking information tailored to their needs. Follow these rules to write the web copy that will keep visitors from bouncing off one page and not taking action.

Now start writing. Start first in a document to save off-line. Consult with the designer and programmer on the look of feel since that might impact word choices. Isolate the main areas for text:

1. Home Page

The home page welcomes the reader using headlines that are easy to scan and minimal text. The text and images should complement each other and invite the reader to link to a desired page for products, service, or company information.

2. Landing Pages / Sub-pages

Arrange the pages so the flow is logical. The elements listed below allow a reader to quickly scan the page and find the information that is most interesting to meet their needs.

3. Headlines

Write headlines that correspond with the page titles in the navigation.

4. Headers

Use sub-headers, or headers, to title paragraphs on pages that require the reader to continue scrolling down below the fold of the screen.

5. Text Treatment

Break the text into brief paragraphs of no usually two or three sentences. Longer paragraphs can keep attention if the meaning is clear. Using images can hold the interest of the reader and also show them that the text is continuing.

1. Bullet Points

Use bullet points for major ideas and this method helps organize a page so it looks less cluttered.

2. Hyperlinked Text

Use hyperlinks to draw a reader’s attention to select key words and phrases so they’ll link within the site. A few hyperlinks are good but too many become distracting.

3.Bold Text

Capture a reader’s attention by using bold-faced text in key paragraphs. But don’t use it in every paragraph or the impact will diminish.

Evaluate Effective web copy is written, uploaded and then it can be re-written. Keep this in mind when finalizing the content. Remember, web platforms and content management systems allow writers and decision-makers to revise their work as needs arise.

Writing web site content is a dynamic process. Be confident in the word choices that are made. If they later are found to not work, the beauty of writing web site content is that it’s easy to go back and update the text.