web copy

12 handy tips for writing better web copy

Writing for the web isn’t particularly complicated, but it is an important skill to master.

And it doesn’t require a huge departure from the basic rules of writing that were (or used to be) hammered into us at school.

Aiming content at competitors

Some brands, by their nature, find it hard to build a social
profile and reap the SEO benefits. One way round this is to build a community
of peers and competitors rather than customers. 

Web copy and the SRRC formula

People like to talk about whether a site is good or bad. I prefer to consider whether it works or not.  Some amazing looking sites fail to deliver; others that are pig-ugly perform magnificently.

Of course I am biased, but I firmly believe ‘sites that work have words that work’.

Copywriting for digital mindsets

Your web visitors come to your site to find out more about what you do. They’re looking for someone to help them.  If you’re like most companies, you are willing to invest large sums in the design and build of your website but much less in web copy to make it whistle and whirr.

Writing compelling web copy is a hugely undervalued skill. Too many companies think that being able to write is all that’s required. But even people who write well for the paper page can come unstuck with website copy.  

Only a very small minority of writers have a good understanding of the digital mindset.