Usable Words

web copywriting

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Writing on the web

Have you ever worked with a copywriter who just doesn't
get the web?

Ever had to cut down 3,000 words of "home page copy" to something that won't cause RSI in the scrolling finger?

Ever had to add subheadings to acres of unbroken text just to give users' eyes a rest?

Ever had to do all the SEO grunt work yourself because the person who called themselves an "SEO copywriter" wouldn't know a keyword if it bit them on the arse?

When you're doing so much of a copywriter's work yourself, you might even think about cutting them out of the equation. But then who's going to help your client meet that looming content deadline?

You don't have to settle for mediocre copy.

Usable Words lives and breathes web copywriting, so we have no problem producing content that's ready to go for your clients' websites. Send your clients to us, and you'll get:

  • content that fits your design without editing
  • content written for the web, including headings, subheadings and links
  • content that fits your clients' SEO needs while putting human users first
  • your choice of format and platform (HTML markup? Uploaded to Basecamp? No problem!)
  • optional extras from title tags and meta descriptions to content strategy consultation
  • an experienced team member who loves collaboration and understands web projects

"Angus is the best web copywriter I know. Not only does he really understand the art of crafting compelling content, and how people read on the web, but he also makes major contributions at a strategic level when crafting a site's communications.”

> Stuart Steel, Director, Acorn Web Studio and Weave Web Communication

Like you, we work from the user's point of view.

We know it can sometimes be hard work getting clients to understand that a successful website needs to be all about their customers, not all about them.

So you'll be glad to have a project partner who reinforces that message and writes content that focuses on users as much as your design does. We focus on users by:

  • engaging the target audience to make sites sticky and keep the bounce rate low
  • reinforcing navigation flows and other elements of a site's usability
  • using strong calls to action to lead prospects through a clear, compelling conversion process

The bottom line?

We help your clients meet content deadlines so you get paid sooner.
And we help them get websites that attract customers. Which makes you look good.

See some websites we've worked on.

For a copywriter who'll help you help your clients, get in touch.

 

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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