9 Tips For Great Web Copy: How To Keep Them Reading

If you are using a blog, newsletter or website, I have pulled together a few tips for web copy that you will want to consider. Remember, most people really do "surf" the web, meaning that they click on a site, scan it, and move on. You have a few precious seconds to grab their attention and encourage them to read on.

• Balance of white space- You want to make sure that the eye easily flows over your information, including any pictures you might include. If you have seen a web site with blocks of text from narrow margin to narrow margin, you know how hard it is to read it. The same is true for sites with pictures everywhere. It almost looks as if the author wanted to cram everything into the page that they could find. This layout looks messy and few people will make the effort to wade through the info.
  
  
• Keep paragraphs short- Remember, people are in scanning mode when they land on a web page. Short paragraphs invite them to read on, while long blogs of text encourages them to click on to the next site.
  
  
• Use simple terms- You need to strike a balance between technical terms and plain English, as well as common words and words above the average person's head. If you can find the balance of common language with your wordsmith, then you are more likely to encourage your visitor to read on.
  
  
• Use keywords- In order to get people to find your information, you will need to lay out the breadcrumbs to your site. One of the most powerful ways to do this is through relevant keywords. Make sure your content has those words that make the search engine happy.
  
  
• Lead off with your thesis- You want to make sure that people know exactly what your content is about as soon as possible. The last thing you want to do is bury your lead deep into your content. Remember, create your content for surfers.
  
  
• Use bullets- A great way to help surfers quickly find out what your main points are is through bullets. It aids in scanning and helps draw your main points to the surface. Bullets can be one of the best ways to get visitors to continue reading your post.
  
  
• Never forget substance- We have talked about a lot of "form" issues, but choosing form over substance is a bad thing to do. The bottom line is this: Form may help people read the first time but substance will bring them back again and again.
  
  
• Speak to the motivation- Every person has a reason that caused them to click on your site. If you can identify that motivation and speak to it in your content, then you will have a better chance at keeping your readers engaged. The two great motivators are fear and pleasure. There are others, but if you identify your visitors' motivation and give an answer to their motivation, you will keep them reading.
  
  
• Know your reader- Make sure that you keep relevant content coming to your reader. If you are writing to people wanting information to help their marketing efforts, a post on fantasy football techniques and tips will cause your visitors to flee. Make sure you are speaking to your audience with information relevant to them.
  

I hope these tips get you thinking about the content you are creating. By keeping your visitors in mind, you will be more likely to make the choices in your web copy that best helps them find and digest the information you are offering them. I would love to hear comments from other experts with their tips as well!