Usable Words

web copywriting

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Writing on the web

Stakeholders are people too.

"We needed to engage a copywriter to help refresh some web content relatively quickly. Angus did such a fantastic job that we then engaged him to help with a report brochure. Angus's ability to take a brief and bring it to life in such a short timeframe is amazing."

- Belinda Wallin, Manager, Community Relations, ANZ

At Usable Words we're experts in crafting engaging communications that speak to several different stakeholder audiences at once.

We know today's corporations and not-for-profit organisations want the human touch in their communications. But we're also flexible enough to fit in with your style, branding and messaging requirements.

If you're responsible for any aspect of stakeholder communications for a large organisation, let us take the headache out of the writing process. We'll produce immaculate copy on time, to brief and at a competitive cost.

What we do

We can help you with:

  • Corporate Social Responsibility (CSR) reporting
  • web and intranet content
  • newsletters, blogs and white papers
  • government submissions
  • annual reports

See some examples of our recent work.

When you're ready to talk, contact us.

See how we've delivered on recent work

Contact us to discuss your needs

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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