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Content Writing - Keep this in mind!

Aug, 2016

1. Treat your web visitors like wild animals

  • They’re hunting for information or a product to buy – just like a hungry panther hunts for his next meal.
  • When a panther sniffs a scent trail he quickly decides: will the scent trail lead to a good meal? And will it be an easy catch?
  • Your web visitors consider the same two things: Does your website offer what they’re looking for? And can they find it easily?
  • A hungry panther doesn’t like wasting time to catch a meal. And your web visitors don’t want to browse around your website for several long minutes to find the product they’re after. They want to find it quickly.
  • Just like the panther makes a fast decision whether to follow a scent trail or not, your web visitor decides quickly whether your site is useful or not. So if your site looks complicated with a lot of options to choose from, they click away to check out another website.

    2. Put your most important information first

    li>Writing for the web is completely different than writing an essay or a paper.
  • An essay might go like this: First, explain what you’re going to discuss. Then, present an overview of the literature. Next, discuss; and finally draw your conclusion. The most important point you make is in the conclusion – at the end of your essay!
  • On web pages you have to do the opposite: your most important points always come first.
  • An example: you’re looking for a new red three-seater sofa. When you arrive at a website you want to see it sells sofas. And secondly, you want a search box so you know you can quickly find out what the red three-seater sofas are like.
  • Or say you’re looking for a copywriter for your website. Maybe you’re looking for someone local, so you need to see a copywriter is based in Manchester which is nearby. Or maybe your copywriter needs to understand medical terminology, so you like to see a headline like copywriting for the medical industry.

    3. Don’t try to be clever or creative

  • On the web it’s rare that a reader hangs on to every word you write. He doesn’t have time. He’s in a hurry because he could check out several other scent trails – websites – instead of wasting time trying to figure out what you do.
  • Simple statements often work best.