This is Video 4.3 in the course:

Learn How To Write Copy

How to Write SEO Copy

for the Web.

Tips on Writing for the Web:

• Styles of writing for the web • Key findings of a ‘useability’ study • How to write ‘scannable’ copy • Avoid abstract nouns • Use simple words vs complicated ones • Use specific words • Write as you speak • Break grammatical rules • Use lots of white space

Writing Style:

4 Types of Writing Style: – Promotional Writing – Scannable Writing – Concise Writing – Combined Writing

Example: Promotional Writing

Option 1

Style: Promotional Writing

Nebraska is filled with internationally recognized attractions that draw large

crowds of people every year, without fail. In 1996, some of the most popular

places were Fort Robinson State Park (355,000 visitors), Scotts Bluff National

Monument (132,166), Arbor Lodge State Historical Park & Museum (100,000),

Carhenge (86,598), Stuhr Museum of the Prairie Pioneer (60,002), and Buffalo

Bill Ranch State Historical Park (28,446).

Example: Concise Writing

Option 2

Style: Concise Writing

In 1996, six of the best-attended attractions in Nebraska were Fort

Robinson State Park, Scotts Bluff National Monument, Arbor Lodge State

Historical Park & Museum, Carhenge, Stuhr Museum of the Prairie

Pioneer, and Buffalo Bill Ranch State Historical Park.

Example: Scannable Writing

Option 3

Style: Scannable Writing

Nebraska is filled with internationally recognized attractions that draw large

crowds of people every year, without fail. In 1996, some of the most popular

places were:

• Fort Robinson State Park (355,000 visitors)

• Scotts Bluff National Monument (132,166)

• Arbor Lodge State Historical Park & Museum (100,000)

• Carhenge (86,598)

• Stuhr Museum of the Prairie Pioneer (60,002)

• Buffalo Bill Ranch State Historical Park (28,446)

Example: Combined Writing

Option 4

Style: Combined Writing

In 1996, six of the most-visited places in Nebraska were:

• Fort Robinson State Park

• Scotts Bluff National Monument

• Arbor Lodge State Historical Park & Museum

• Carhenge

• Stuhr Museum of the Prairie Pioneer

• Buffalo Bill Ranch State Historical Park

Which style did you prefer? Most people preferred Option 4 = Combined Writing

style. This is the order in which they were ranked, starting with least preferred:

1. Promotional Writing 2. Scannable Writing 3. Concise Writing 4. Combined Writing

Key findings: • “promotional language imposes a cognitive burden.”

• In other words, mental resources are spent filtering

out hyperbole to get the facts. • For example, when people read “Nebraska is filled

with internationally recognized attractions…” their first reaction is ‘no, it’s not.’

• This thought slows them down and distracts them from using the site.

Use Specific Copy: Vague Copy Specific Copy

This shampoo will more than likely get

rid of dandruff.

This shampoo is guaranteed to get rid of

dandruff.

Adverse weather conditions will not

result in structural degradation.

The roof won’t leak if it rains.

The Battle of the Bulge is one of the

most watched programmes on

Australian TV.

The Battle of the Bulge is watched by

1.2 million Australian girls aged 14-18

every week.

Write as you speak

• Just like writing direct mail letters, you need to write

as you speak

• Pretend you are talking to a friend, telling them in your own words why you like something

• Here are some tips for achieving a natural, conversational style: • Use colloquial expressions – “a sure thing”, “turn

on”, “rip-off”, “OK”, “sick and tired”

• Use contractions – they’re, you’re, it’s, here’s, we’ve, I’m

Examples of conversational copy:

Break grammatical rules… • Don’t be afraid to end your sentence with a

preposition: NO: Air pollution is something of which we want to get rid. YES: Air pollution is something we want to get rid of. NO: For what are we fighting? YES: What are we fighting for?

Break grammatical rules…

• It’s OK to start sentences with And, and Because.

• Use lots of hyphens, parentheses, semi colons, dashes – to break up the text.

• The eye wants to be able to rest and to see lots of white space - how’s this for long copy without sub heads…

Use lots of white space:

This is the end of the Video 4.3 in the course:

Learn How To Write Copy

How to Write SEO Copy for the

Web.