Web Words That Work: Writing Online Copy That Sells Book

Introduction 1

I ONLINE COPYWRITING 101

1 What’s Different About Writing Online Copy? 7

Examining the Different Types of Online Writing ..........................8

Why Online Writing Is Like Any Other Type of Writing ........10

The Unique Challenges of Online Writing ........................................11

Reader Attention Spans ..........................................................................11

Instant Gratification ..................................................................................12

They’re Not Readers, Really .................................................................13

Screen Issues ..................................................................................................13

Interactivity .....................................................................................................15

Search Engine Considerations ............................................................15

What If You’re Not a Writer? .....................................................................16

2 Punctuation, Grammar, and Other Rules to Live By 19

Why Punctuation and Grammar Matter—Even Online ...........20

Practicing Proper Punctuation ..................................................................20

Periods ...............................................................................................................20

Question Marks ............................................................................................21

Exclamation Marks ....................................................................................21

Commas ............................................................................................................22

Apostrophes ...................................................................................................24

Semicolons ......................................................................................................26

Colons ................................................................................................................27

Dashes ................................................................................................................27

Quotation Marks .........................................................................................28

Parentheses .....................................................................................................28

Getting Grammatically Correct .................................................................29

Capitalizing Correctly ......................................................................................32

Capitalization Styles ..................................................................................32

First Words and Proper Nouns .........................................................32

Using Active Voice ............................................................................................33

Dealing with Gender Issues .........................................................................34

Proofreading Before You Publish.............................................................36

3 Conveying Confusing Content, Clearly 39

Who Are You Talking To? ...........................................................................40

And What Are You Talking About? ......................................................40

Translating Complex Topics to Plain English ..................................40

Limiting the Detail .............................................................................................42

Conveying Benefits, Not Features ............................................................43

Using Examples ...................................................................................................44

Writing Step-by-Step Instructions...........................................................44

Avoiding Jargon and Industry Speak .....................................................46

Writing in a Conversational Style ............................................................48

4 Keeping It Short and Simple 49

Why Shorter Is Better ......................................................................................50

Computer Monitors Aren’t Made of Paper ................................50

Resolution Is Poor ......................................................................................50

Screen Sizes Are Small .............................................................................51

Attention Spans Are Short ....................................................................52

It’s What We Expect .................................................................................52

Keeping It Chunky ............................................................................................53

Writing Shorter Sections ...............................................................................54

Writing Shorter Paragraphs .........................................................................55

Writing Shorter Sentences ............................................................................57

Writing Shorter Words ...................................................................................58

5 Organizing Your Content 61

Putting the Most Important Stuff First .................................................62

Breaking Your Copy into Multiple Pages ...........................................64

Using Headings....................................................................................................65

Creating Bulleted and Numbered Lists ................................................66

Bulleted Lists ..................................................................................................67

Numbered Lists ............................................................................................68

Using Tables (or Not) ......................................................................................69

6 Firing Up Your Readers 71

Figuring Out What Fires Them Up ........................................................72

Engaging the Reader .........................................................................................72

Keeping It Short—and Making It Clear ...............................................73

Getting to the Point ..........................................................................................74

Making Promises ................................................................................................74

Solving Problems ................................................................................................74

Telling a Good Story ........................................................................................75

Using Action Words .........................................................................................75

Including a Call to Action .............................................................................76

7 Finding Your Voice 79

Giving Your Content a Personal Voice ................................................80

Choosing the Right Style ...............................................................................81

Match Your Style with Your Image .................................................81

Match Your Style to Your Content ..................................................82

Match Your Style to Your Audience...............................................82

Employing a Professional Style ..................................................................83

When to Use a Professional Style .....................................................83

How to Employ a Professional Style ...............................................83

Using a Personal Style .....................................................................................84

When to Use a Personal Style .............................................................84

How to Write Conversationally .........................................................85

8 Incorporating Visuals 87

Why Visuals Are Important ........................................................................88

Choosing the Right Type of Visual .........................................................90

Using Clip Art ......................................................................................................91

Using Line Drawings ........................................................................................92

Using Photographs ............................................................................................94

Using Charts ..........................................................................................................97

Using Infographics ............................................................................................99

Using Animations ........................................................................................... 100

Using Videos ...................................................................................................... 101

9 Utilizing Links and Outside Content 103

How, When, and How Often to Link ................................................. 104

How to Add a Link ................................................................................. 104

What to Link To ....................................................................................... 105

When (and How Often) to Add Links ....................................... 106

Embedding Images and Other Content from the Web ........... 107

How Embedding Works ...................................................................... 108

What Can You Embed? ....................................................................... 108

Should You Embed Content from Other Sites? .................... 109

Understanding the Legalities of Linking and Embedding ..... 110

Linking Is Legal ......................................................................................... 110

Embedding...Not So Much ................................................................. 111

Should You Worry? ................................................................................ 111

10 Optimizing Your Copy for Web Search 113

How Online Search Works—and Why It’s Important ............ 114

Why High Rankings Are Important ............................................ 114

How Search Results Are Ranked .................................................... 114

Understanding Search Engine Optimization ................................. 115

What Search Engines Look For .............................................................. 117

Keywords ....................................................................................................... 117

HTML Tags ................................................................................................. 118

Links ................................................................................................................. 118

Optimizing Your Site’s Content ............................................................. 119

What Is Quality Content? ................................................................... 119

Why Does Quality Content Matter? ............................................ 120

Providing Authoritative Information .......................................... 120

Writing Engaging Copy ....................................................................... 121

Crafting SEO-Friendly Content ............................................................. 122

Working with Keywords ............................................................................. 123

Performing Keyword Research ....................................................... 123

Determining the Right Keyword Density ................................. 124

Writing Keyword-Oriented Copy ................................................. 125

II WRITING FOR DIFFERENT VEHICLES

11 Writing Web Pages 127

Writing for the Browser Window ......................................................... 128

Keeping It Short for Scanners.................................................................. 130

Organizing Your Content Hierarchically ......................................... 131

Linking for Scannability .............................................................................. 132

Embracing SEO ................................................................................................ 132

Use Those Keywords—In the Right Places.............................. 132

Put the Most Important Stuff First on the Page ................... 132

Use Headings and Subheadings ...................................................... 133

Use Text, Not Pictures (or Videos or Flash) ........................... 133

Don’t Over Optimize ............................................................................. 134

12 Writing Online Articles 137

What Online Articles Do Best ................................................................. 138

Writing Engaging Headlines .................................................................... 138

Short Headlines Rock ............................................................................ 138

Engage the Reader ................................................................................... 139

Optimize Your Title ............................................................................... 139

Make Every Word Count .................................................................... 139

Keys for Better Online Article Writing.............................................. 140

Shorter Is Better ........................................................................................ 140

Make It Scannable ................................................................................... 140

Don’t Bury the Lead ............................................................................... 140

Adapt Your Writing Style ................................................................... 140

Don’t Forget the SEO .................................................................................... 142

13 Writing Blog Posts 143

Getting Personal ............................................................................................... 144

Establishing a Personal Style .................................................................... 144

Focusing on the Title .................................................................................... 145

Engaging Readers with Your Introductory Paragraph ............ 146

Keeping It Short—But Not Too Short ................................................ 146

Optimizing Your Blog and Posts for Search .................................. 148

Optimizing the Blog Template ........................................................ 148

Optimizing Individual Posts ............................................................. 149

14 Writing Social Media Updates 151

Understanding How Social Media Work ......................................... 152

Keeping It Short ............................................................................................... 153

There Are Limits... .................................................................................. 153

Say One Thing, and One Thing Only ......................................... 154

Remove Excess Verbiage ..................................................................... 155

Use Simpler Language .......................................................................... 156

Setting the Tone ............................................................................................... 156

Engaging Readers, Socially ........................................................................ 157

What to Post? ..................................................................................................... 158

Writing for Facebook .................................................................................... 159

Short Posts are Better ............................................................................ 159

Don’t Forget the Links .......................................................................... 160

Utilize Images ............................................................................................. 160

Keep It Personal ........................................................................................ 161

Use Proper Punctuation and Grammar..................................... 161

Writing for Twitter ......................................................................................... 162

Keep It Short—No, Shorter Than That, Even ........................ 162

Shorten Those URLs .............................................................................. 163

Mention Other Users ............................................................................. 163

Use Hashtags............................................................................................... 163

Include Images—Sort Of ..................................................................... 164

Writing for Other Social Networks ...................................................... 164

15 Writing Email Newsletters and Promotions 167

Composing the Subject Line ..................................................................... 168

What Subject Lines Must Do ............................................................ 168

Be Concise .................................................................................................... 168

Put the Important Stuff First ............................................................ 169

Describe the Content ............................................................................. 170

Use Language Appropriate to the Reader ................................ 171

Create a Sense of Urgency .................................................................. 171

Writing Email Newsletters ........................................................................ 172

Short Stories; Lots of Links ................................................................ 172

Include Timely Content ....................................................................... 172

Expect Knowledgeable Readers—with

High Expectations............................................................................. 172

Create Compelling Headlines .......................................................... 173

Writing Effective Promotional Emails ............................................... 174

Keep It Short and Chunky ................................................................. 175

Use Actionable Language.................................................................... 175

Invite Action ............................................................................................... 176

Following Through with Your Landing Page ................................ 178

16 Writing Online Ads 179

Understanding Different Types of Online Advertising ........... 180

Text Ads ......................................................................................................... 180

Display Ads .................................................................................................. 182

Interstitial Ads ........................................................................................... 183

Writing Effective Copy for Text Ads .................................................. 184

Writing a Compelling Headline ..................................................... 184

Writing Compelling Copy .................................................................. 185

Including a Call to Action .................................................................. 186

Including Targeted Keywords .......................................................... 187

Writing Efficient Copy ......................................................................... 187

Considering the Right URL ............................................................... 188

17 Writing Online Press Releases 191

How Online PR Differs from Traditional PR ................................ 192

Influencing the Influencers ................................................................ 192

Influencing the General Public........................................................ 192

Influencing Google ................................................................................. 192

Writing for Consumers ............................................................................... 193

Target Benefits, Not Features ........................................................... 193

Speak Directly to the Public .............................................................. 194

Watch the Grammar and Punctuation....................................... 196

Include All Necessary Information ............................................... 196

Include a Call to Action ....................................................................... 196

Include Consumer Contact Info .................................................... 197

Consider the Format .............................................................................. 197

Writing for Search Engines ....................................................................... 199

18 Writing Online Help Files and FAQs 201

Understanding the Goals of Online Help ........................................ 202

Getting to Know the Target Audience (and Their Problems).... 202

Planning and Presenting Your Content ............................................ 203

Thinking Like the Customer .................................................................... 204

Showing Readers How to Do Something ......................................... 205

Answering Frequently Asked Questions .......................................... 205

Categorize and Prioritize .................................................................... 206

Not Every Question Belongs in a FAQ ...................................... 207

Keep the Answers Short ....................................................................... 208

19 Writing Web Interfaces 209

Planning Your Navigation ......................................................................... 210

Devise a Hierarchy .................................................................................. 210

Be Intuitive ................................................................................................... 211

Think Like the Customer .................................................................... 212

Employ Different Entry Points ........................................................ 212

Be Consistent .............................................................................................. 213

Let Them Know Where They Are ................................................. 213

Titling Your Pages .......................................................................................... 214

Why Titles Matter ................................................................................... 214

Determining Title Length ................................................................... 215

Determining the Best Title ................................................................. 215

Captioning Buttons, Menus, and Links ............................................. 216

Writing Helpful Error Pages .................................................................... 217

20 Writing for Mobile Devices 219

Why Mobile Matters ..................................................................................... 220

What’s Different About Copywriting for Mobile ....................... 221

Working with a Smaller Screen....................................................... 221

Target Marketing ..................................................................................... 221

Creating Mobile-Friendly Websites ..................................................... 222

Reduce the Number of Elements ................................................... 223

Orientation Matters ................................................................................ 224

Text Instead of Images.......................................................................... 225

Minimize Text Entry.............................................................................. 226

Think Like the Customer .................................................................... 226

Writing Effective Mobile Copy ............................................................... 227

Keep It Short(er) ....................................................................................... 227

Be Direct ........................................................................................................ 229

Front Load Your Content ................................................................... 230

III GETTING IT DONE

21 Determining the Right Delivery Formats 231

What Works Best as HTML ..................................................................... 232

What HTML Doesn’t Do Well ........................................................ 232

Not for Downloading ............................................................................ 233

So What’s HTML Good For? ........................................................... 233

What Works Best as a PDF Document ............................................. 234

Designing for PDF Viewing .............................................................. 234

When to Distribute Content as a PDF File .............................. 235

When Not to Use PDF .......................................................................... 236

What Works Best as a Word Document .......................................... 237

Sharing Documents ................................................................................ 237

Easy-to-Create Documents ................................................................ 238

Editing and Collaboration .................................................................. 238

Other Types of Documents ...........................