van der Wyk Design: Designer’s Notebook

One of the most important aspects of a successful website, no matter what the goals are, is in how the text is written. Here are some basic guidelines for writing for the web:

1. Know your Audience
   Different groups respond to different language and messages. Define who you are speaking to, and write to them personally. People will respond if they can identify personally with your message.
2. Keep it Simple
   We like to think that people will read our websites word by word, but really what web users do is scan the site for the information they are looking for. Keep your writing clear and to the point.
3. Tips for Search Engines
   Make a list of the search words and phrases that are most important to your website. As you write, insert these words and phrases in headings, links, bold text, page titles, file titles and liberally placed throughout the copy. Search Engines compare meta tag information with the actual content of your site in order to serve the most relevant results. Write a description of the content of each page using these words and phrases to be placed in the code and also in the copy.
4. Call to Action
   Effective websites are obvious in their point. If you are selling a product, all text should direct the user to that product. If you provide a service, invite the public to contact you with questions, or to receive a call back. Put this item near the top, and on the home page. This is the point of the site- let’s make it the easiest part to find!

Keeping these points in mind will help you write effective website copy and will support your success. Ask your website designer or marketing professional for help to get the most out of your writing.