How to write for the web

On the internet we write differently.

To convince your prospects that what you offer is what they need, generalities don’t work and you have limited time.

Every word plays a crucial role.

You need to calculate the space to the inch, so to be able to say everything you need to say in as little space as possible.

People are in a hurry and only read what entails a promise.

This is the aim of today’s post.

How to be specific and concise to sell more.

I’ll give you a hint, stories are very useful. But they can’t be too long.

So let’s get to the point!

Free Copywriting Guide

Decide what’s the main message you want to convey

We talked about the Rule of One in this post.

Whether what you’re writing is a product page or a post for social media, you need to clarify in your mind which main message you want the reader to take away.

And only one.

For example, with this post I want to share with you the keys to be specific and concise when writing for the web.

And here Michal Eisikowitz, a NYC copywriter wants readers to buy her guide to pricing.

How to write for the web with examples

Check her sales page, it’s really well written and the design is great. It’s one of those pages to bookmark.

When you have your main message clear in your mind, everything becomes easier.

And so does convincing your prospects.

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Share statistics and research

Most people who land on your website don’t know you at all.

At some point they will ask themselves, “and why should I trust what this person tells me?”

By adding information about relevant statistics or studies we increase the reader’s trust.

“Oh, ok. She’s not the only one who says this. There are studies to back it up”.

Articulate Marketing offers inbound marketing and website design services to tech companies.

Their home page includes several statistics so to be more specific and convincing.

How to write for the web with examples

You should always get to the point, so when quoting studies or statistics, just state the most important conclusion that will support your sales arguments, without beating around the bush or adding chaff.

Describe situations that are real and familiar to your prospects

The best way for the reader to retain the main message you want to convey is by describing situations they can relate to.

Better if it’s in narrative mode, so prospects keep reading without stop.

If humour is your thing, use it.

If you are more serious, that’s fine.

Humour is not for everyone when it comes to business.

Let’s take a look at some examples.

Lemon.io is a platform that brings together developers and start-ups.

I love the copy and design of their website, it’s super effective and fun.

Be sure to stop by and take a look.

How to write for the web with examples

In just two paragraphs Lemon copywriters make their prospects feel understood through a specific message.

They describe really well how start-ups feel about hiring developers, the pain points as well as the objections.

“How do I know the developer will do a good job?”

Because Lemon puts them through 4 levels of judgement and out of 1000 applicants they only keep 300.

By adding numbers the message becomes clearer and more tangible because it’s super specific.

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Let’s look at another example.

Pip&Nut is a British peanut butter brand.

Pip is the creator of the brand and tells how the idea came about:

How to write for the web with examples

Pip, (or more than Pip, the copywriter she hired), describes how the idea for the brand came about in a natural way, but she also takes the opportunity to tell us about the benefits of peanut butter and thus present it as a healthy product.

Here again, the message is specific and relatable.

No eureka moments.

No entrepreneurial miracles.

A girl who makes peanut butter at home and decides to turn her hobby into a business.

Every word should have a mission

When editing your copy ask yourself how you can make it more concise.

To make it concise is to cut where you can, without the message losing its meaning and its power of conviction.

Do this:

Remove sentences you’re unsure of and read the copy again.

Has it lost its force?

Is the message unclear?

If so, add it back, but if the answer to these questions is a No, you have then succeeded in shortening the copy without losing any of its strength and clarity.

Then go over the long sentences.

Could you say the same thing with fewer words?

Give it a try.

Conversion copywriter contact

The aim of your copy is to include the necessary arguments to convince your prospects to buy in the shortest possible way.

Let’s look at some examples.

“The other day, when I met my neighbour in the lift, he said something that made me very happy.  He said that the neighbourhood association fee was going to be cut down because instead of hiring an admin the neighbour in 4B had offered to take care of the administration himself for half of what the management company charges us.”

I will now highlight in bold the most important ideas in this paragraph.

“The other day, when I met my neighbour in the lift, he said something that made me very happy.  He said that the neighbourhood association fee was going to be cut down because instead of hiring an admin the neighbour in 4B had offered to take care of the administration himself for half of what the management company charges us.”

Let’s see how we can shorten it without the message losing its force or meaning.

“The neighbour association fee is going to be cut down because a neighbour is going to take care of the admin for half of what the management company charges us”.

55 words reduced to 28 and the important message is the same.

Try this exercise.

When editing, think about how to remove chaff from the main ideas.

With practice you will see it quicker.

I hope I’ve helped you learn to write in a more specific and concrete way.

Which is super important when writing for the web.

See you around!

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Sobre Elena de Francisco

Escribo copy que engancha para negocios sin fronteras. Vivo en Holanda, pero escribo donde me pille. Mi entretenimiento favorito es aplastar textos zombis que no dan resultados y transformarlos en palabras que venden.

About Elena de Francisco

I write copy that hooks into prospects minds for businesses without borders. I live in the Netherlands, but I write everywhere. My favourite pastime is to crush zombie copy and turn it into words that sell.

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