WHAT TO REMEMBER WHEN WRITING WEB COPY

Writing web copy is along the lines of being a journalist- you're there to feed the 
need for information. Your readers want to find out the facts - fast.
 
So, for web writing that gets remembered:
  
1.  Write for your audience
  
Who are you writing to? Household decision makers? Prospects? Members of 
your sales force? The media? Web writing is not a "one size fits all" information 
source. Just as you target articles and releases, you have to target your web 
copy.
  
2.  Spur the reader on to action
  
This writing is about more than informing - it's prompting the reader to take 
action, whether to join a mailing list, call for more information or purchase a 
product. Calls for the reader to take your desired action should be weaved 
throughout the copy.
  
3. Short and sweet wins the race
  
Web writing is like trying to love my challenging cat, Frisbee. When Friz is
in the mood for some attention, I give as much as I can until he tells me he's 
had enough.
 
(Most times I can read the look in his eyes, but sometimes he gets right to 
the point by trying to take a chunk out of my hand.)
  
Readers will tell you when they've had too much lovin' by clicking away to 
another site. Or, if you're *lucky* they may write you directly and tell you 
what's wrong - it takes a bite out of your ego, but all feedback is good 
feedback.

To keep things short and sweet, make headlines eight words or fewer, stick 
no more than 20 words in a sentence and keep paragraphs two or three 
sentences max.

© 2004 Donna Kozik. For information about Donna’s writing services, visit 
http://www.DonnaKozik.com.