Simply Media - your experts in Web, Multimedia and Design

Writing for the web is not the same as writing for a brochure. There are many essential differences between print and online writing that need to be taken into consideration. Most readers scan a web page faster than they would printed material. Reading web copy is a much more active process and can generate a direct response from the reader.

Keeping these things in mind, our copywriter, Peter Crocker brings you some hints on where to start. Below are a couple of general tips to keep in mind when writing online marketing content.

Scannability

• Use headlines to highlight the key benefit of a page
• Use bullet points, tables and sub-headings liberally
• Use bold text to highlight key information

Chunking content

• Break information into easy-to-read chunks
• Cover one idea per paragraph

Language

• Use plain English and avoid the use of jargon
• Use the active voice rather than the passive (eg: "Request more information now." rather than "More information can be obtained by clicking here."
• Ensure accuracy - bad grammar can discredit your brand and message

Navigation

• Not everyone will read your site in any specific order (like they might a magazine)
• Each page should make sense as a single piece of content
• Add a clear call to action at the end of each page to direct the use where to go next

Links

• Don't add links just because you can - only link to valuable supporting information to avoid losing your reader
• Underline links and avoid using underlining any where else.
• Use descriptive links such as 'Download XYZ brochure>', rather than 'Click here for more'.
  

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