Lauren and I recently gave a little talk for some colleagues on writing effective copy for the web. Consider these steps the next time you sit down to write some content for your website. You'll be surprised at how polished you sound.
There are many steps to writing good copy for the web. We've taken some content from a client's homepage in order to illustrate some important steps. Originally, we were just going to give a presentation on omitting needless words. We found that was impossible. Effective copy required more work.
- First we established the main points.
- Next, we need to establish the promise.
- Letâ€™s look for ideas that donâ€™t directly support the promise â€¦ and annihilate them.
- Clear away the rubble.
- We cleared away some more rubble AND added a call to action.
- Omitting needless words round 1.
- Omitting needless words round 2.
- We only really need one main point.
Now, let's compare the first and last versions.
- Define your main points.
- Establish a promise (otherwise I don't care).
- Support said promise.
- Omit needless words.
- Annihilate unsupportive ideas.
- Omit more needless words.
- Supply a call to action (otherwise I've read all this for nothing).