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    1 Reply Latest reply on Dec 23, 2008 3:05 PM by Lighthouse24

    How to Write for the Web – A Step by Step Blueprint for Writ

    ZekeLL Adventurer
      Do you want to discover how to write web copy that makes your visitors reach out for their wallets and buy your products? These tips will teach you how to write for the web.

      Use Short Sentences
      Don't try to use fancy words. Get right to the point and make it simple. If a sentence looks too long, it probably is. Most of the times, long sentences could easily be broken up in two, three, or even four short sentences. Mix sentence lengths to make the text easier to read.

      Avoid Text Cluttering
      Text cluttering refers to those boring and long paragraphs that seem impossible to read. Some tips that might help you:

      • Don't go over 6-7 lines per paragraph.
      • Don't use the whole screen width, stay within 550-600 pixels wide.
      • Use bold, italics, underlined text, and highlighting to make some sentences stand out.
      • Use bullets, they are very easy to read.
      • Use subheads to break down long text.

      Get Your Reader to Say Yes!
      Ask questions that your readers will say yes to. By saying yes they are identifying themselves with the problem you are presenting and they are qualifying themselves as people who could benefit from reading your copy. An example: "Do your feet itch? Do you wake up at night scratching them?"

      Your Goal is to Get Your Readers to Read the First Sentence
      Getting people to read your first sentence is 80% of the battle. Use graphics, captions, and headlines to make them feel like they HAVE to read the first sentence. Do you know what the goal of the first sentence is? To get people to read your second sentence.

      Do Your Homework
      Before you start writing your copy you need to find out what your prospects buttons are. There is usually one main reason people buy and usually three to five secondary reasons. Find out what are the "reasons behind the reason". Your prospect might want to make more money, but her ultimate reason might be financial freedom or to spend more time with her family.

      Find out what motivates a prospect to buy and write your copy around this concept. I've read many copywriting books and almost all of them teach you "the magic words that cause your readers to buy immediately". I don't believe in magic words. Your prospects are smarter than that. Don't manipulate them. Learn what they want and give it to them.

      Use Stories
      Stories work because people love reading them. Would you read my copy if I started it like this: "On March 16 I received a little box. The mailman delivered it and then ran away. When I opened it, I couldn't believe what was in there..."?

      Use stories to tell your facts. Your copy will be a lot more entertaining and your readers will be glad you did.

      If you enjoyed this article, visit my blog at for more great tips on entrepreneurship and online marketing.

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      Zeke Camusio
      The Outsourcing Company - Professional Web Design
      (1)877-581-3921 (Available 24/7)
        • Re: How to Write for the Web – A Step by Step Blueprint for Writ
          Lighthouse24 Ranger
          Thanks for the good info! Relative to one of your bullet points: I've found it better not to use italics, underlining, or highlighting within a sentence (when possible) for web content because different browsers don't always display it in a predictable way (even when using the composition tool in this community to make a post, the italics rarely display properly). Underlining can look like a hyperlink that's broken, and may inhibit the message rather than help. Bold is very useful, and search engines generally assume that the text on a page that is bold is more "important" -- so choosing it carefully can help not only with emphasizing key points, but also with search visibility if the bold text corresponds with keywords/tags.