Usable Words

Language and writing

on the web and beyond

What’s this blog for?

1241596127_8795ab63de_mThis will be the last “ME! ME! ME!” post for a while, but while we’re in a housekeeping mood, I thought it would be a good time to take a look back at the first few months of this blog, and set a loose agenda for the next few. I’ve no plans to go down the problogger path and introduce posting schedules and the like, but I do intend to be a touch more systematic about things.

Prologue: Why do copywriters suck at blogging?

When I decided to become a copywriter, setting up a blog seemed like a no-brainer. I was trying to get people to pay me to write stuff – what better way to promote my skills then, well, writing stuff?

At the time, I wondered why so few copywriters had blogs – and why, of the ones that did, so few of them were regularly updated. (There are famous exceptions of course.)

After a few months of running a copywriting business and a blog, I no longer wonder why most copywriters suck at blogging – on the contrary, I’m filled with admiration for the ones who manage to blog well and regularly. Although blogging might seem like the most natural fit in the world for a copywriter, there are a couple of major things that get in the way. read more >

Posted by Angus Gordon at 2:58 pm on February 10th, 2009. Leave a comment... »
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How does something like this become good web writing?

Cut out the fat.

Break it up.

Plug in the keywords.

Add the links.

The call to action.

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Writing content for the world wide web web content is different from writing for brochures, magazines, or other print media. Good web copywriters know what web users need (the reasons they use the web, what they are looking for, and their habits), and how to help them get it. Here's what they do. There are five main elements of effective web writing.

1: Keep it web content short and relevant

First, Most web users don't have a lot of time and are doing several things at once - checking their email, updating their Facebook status, browsing newspaper sites, and maybe even working. Your target audience needs to know you're exactly what they're looking for...right away.

So the best thing to do is to write web content in short, punchy sentences. Write directly to the customer, as if you're talking to one person. And cut out anything that's extraneous, any words or phrases you don't need.

2: Lay it out for people who skim

Second, On the web people tend to skim, and they get intimidated by big, uninterrupted blocks of text. Use signposting methods such as

to break up the page and also to make your readers focus on your main points so that they are unmissable.

3: Use keywords strategically

Third, Although you're mainly writing for people, you have another audience: that audience is search engines. To make search engines such as Google love you, it's necessary to use keywords strategically, in web content but preferably without making your text read awkwardly.

4: Use links in web content to help people navigate

Fourth, well-written Web content should make it easier for people to find their way around a website. Use hyper links liberally, and make sure you always think about what's useful to readers when you decide on a label for them.

Finally, you should always try to 5: Include a call to action

Tell readers what you want them to do next. You'll be quite surprised how often they go ahead and do it.

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