Writing Web Copy

Most web users look at a web page for 3-15 seconds before deciding whether or not to stay. The fact that they look at copy first has should greatly influence the way your write for your website. Graphics won't persuade a potential customer to stay on your website. But a really strong headline and strong sub-headers will.

(if you want to read about "Writing for the Search Engines" go to: content for SEO >> )

How Does a user read a web page differently than a printed page?

• They read a web page a lot more slowly
  
• The scan a web page very differently
  
• They usually don't finish it

Reading a Web Page

• Use headlines and sub-heads to summarize information
  
• Use more white space
  
• Use bullets where practical
  
• Use bolding (but don't over do it)
  
• Don't use all capitals - All caps on-line means your yelling at your customer

Scanning a Web Page

Contrary to what you might think, the average user won't look at graphics first - like in print advertising. Instead, the web user's eyes will go to the copy first. Specifically, your headline and sub-heads.

To read more in-depth on this topic, go to: Eye Track III

When it comes to reading a web page there are two major groups: word-by-word readers and scanners.

21% of online users read word-by-word. The other 79% scan a web page headline to headline. Sub-head to sub-head. Picking up only the larger, bolded or italicized copy.

All of your selling points should be "easily scannable".

How Much Of Your Copy Do Users Actually Read?