The best way to write for the fickle state of today's average internet user is to remember two things: 1.) Experts suggest you have only 4 to 7 seconds to grab a visitor’s attention. 2.) Print readers actually read, but web readers only scan. This means your message must feature a sense of urgency and be structured accordingly. For example, in keeping with the two bullet points above, the copy must flow with how web visitors read. On a screen, they generally read in an F pattern. So, the most important points need to be in those areas on the page.
As far as the actual writing, it needs to be clear and easy to read. Make sure the sentences are short (15 words or less is a good guideline). Try to keep paragraphs at seven lines or less. Use bullet points, numbered lists and bolded headlines/words to focus your audience's attention (Use an odd number of bullets, if possible). Rarely have sentences that exceed two full lines on a page.
One Idea per Sentence
Use just one idea for each sentence. For example, below is a sentence for a heating and air conditioning company:
"Whether you need to repair or replace your furnace or air conditioning system, you can count on XYZ Heating and Cooling to be there when you need us, charge you a fair and honest price and stand behind our work."
This might be better expressed like this:
When you contact XYZ Heating and Cooling to repair or replace your furnace or air conditioning system, you will receive:
*A total satisfaction guarantee
*Reliable contractors
*An affordable, honest price
In this case, the ideas are separated, the sentence is condensed and the bulleted points focus the reader's attention. (Note: Instead of furnace or air conditioning system you might simplify this and say "HVAC system")
Features speak to what the product or service does. Benefits take that one step further. For example:
Feature: This car has a 400 horsepower, turbo-charged, high compression piston engine.
Benefit: Overtake other vehicles safely and with plenty of power in reserve, and accelerate quickly out of danger zones.
You want to focus on what your offering will ultimately do for the prospect or customer. To do this, state what your product or service does. Then, go one step beyond and write about how that benefits your customer.
Write for Clarity, Not to Impress
Studies suggest that adults in America read at an eighth-grade level. Therefore, make certain that your writing is around that level (Some versions of Word feature spell and grammar check utilities that will also provide the reading level of your text in the terms of a Flesch-Kincaid score.). For example, use simple words like car instead of automobile or grow instead of proliferate.
Being specific also helps with clarity. You might say "6012 South Mason" instead of the "South Side of Chicago," or a "ten pound tabby cat" instead of just "a cat."
Writing for the internet is considerably different than book or even newspaper writing. It’s short, to the point and aimed right at the heart - and often the wallet - of your prospect. To put the power of copywriting designed for internet users to work for your business, call the number at the top of your screen now for an immediate, no-cost consultation with a senior editor from ProFromGo. Get the right words, right now.
