1. a cluey freelance copywriters presentation © Copyright Cluey Consulting 2007 - 2010

2. THE WEBSITE MEDIUM

3. the website medium  Guess what ever viewer of your website is thinking?  WHAT’S IN IT FOR ME!  What has that got to do with copywriting for your website?  EVERYTHING!

4. the website medium  Users have more choice and access to more information than they can possibly digest.  You have 5 – 10 seconds to capture a viewer entering your website.  If your site does not engage the viewer and communicate well, they click away … forever.

5. the website medium  Copywriting for websites is unlike writing for other mediums.  Websites don’t get read end-to-end or necessarily in sequence.  Site owners don’t determine at what point viewers enter and exit their site.  What about the audience?

6. WEBSITE AUDIENCES

7. website audiences  The two biggest influences on user behaviour?  TIME  EFFORT  Most are time poor … the want an answer and they want it now. © Copyright Cluey Consulting 2008

8. website audiences  Screens take 20-25% longer to read from. They aren’t approached in the same way as printed media.  Like newspapers, not much gets read beyond the second paragraph.  Most users:  scan the screen for keywords and read pockets of content. So keywords are important for your audience as well as for search engines.  avoid moving the screen to view additional content. Scrolling is a disincentive so word count is important.  How do we approach copywriting for websites then?

9. WEB COPY SECRETS

10. web copy secrets Inverted triangle  Use journalistic style  Get key points across high on the page  Add detail later

11. web copy secrets Short form text  Write ‘punchy’ copy with few filler words  Short sentences work best

12. web copy secrets Chunking  Acres of text is a real turn-off  Break down copy into more easily managed chunks

13. web copy secrets Headings  Titles give readers an idea of what the paragraph contains  Good copywriting gives the reader an overview just by the headlines

14. web copy secrets Bullets  Make your points clearly with bullets  4 or 5 at once is plenty

15. web copy secrets Links  Viewers won’t browse your website in a given order  Cross-reference throughout and add links

16. Want hot copy? Get noticed, win business and make sales Need a top ranking SEO copywriter... or a web copy expert?

17. www.cluey.com.au © Copyright Cluey Consulting 2007 - 2010