How to write website content. Online text should be conversational and simple.

Remember the early days of the web? When companies first launched their websites, they often took their existing print materials--brochures, reports, mission statements, press releases--and plopped them into place online.

The result was a confusing hodge-podge of boring and impersonal content that didn't connect with website visitors. It didn't answer their questions, and it didn't solve their problems. Consequently, it wasn’t very effective.

The content also didn't help the website get visibility on search engines. Because the text wasn't written with keywords in mind, it didn't rank well.

It was time for a new style of copywriting, one geared specifically to the web, to emerge.

There’s a reason why writing for the web is not the same as writing for print; people read differently when they’re online. It’s simply harder to read on a screen than it is to read on paper. And the longer the sentences and paragraphs, the more challenging it is.

When you write for the web, you need to keep in mind how people view a page. Most people actually don’t read—they scan. They look at headings and subheadings first. Then they scan for hyperlinks, bullets, numbers and keywords.

They jump around, scrolling and clicking. And when they don’t quickly find what they need, they hit their browser’s “Back” button. In a word, internet readers are impatient.

The most effective websites don’t use a print writing style. They use a talking style of writing. That is, to create good web content, write how you speak. Avoid long, complex sentences. Also steer clear of lengthy, detailed paragraphs. Break big chunks of copy into easy-to-read, specific thoughts.

One of the handiest tools for the online copywriter is your PC’s word-count function. Try it. If you're consistently writing paragraphs with more than 50 words or five lines, you should probably simplify.

Your objective in writing online content shouldn’t be to dazzle the reader with literary technique or to overwhelm him with information. Your intent should be to communicate clearly and efficiently. Overcome readers’ impatience by keeping things as brief as possible.

Write with active voice, as opposed to passive voice. Use present tense whenever possible. Avoid using technical jargon and industry-specific acronyms that the reader may not understand.

Speak in a friendly manner. Yes, your high school English teacher would object, but it’s okay to be casual and conversational in your web copy. You’re trying to connect with your reader. It’s the difference between writing a term paper and a letter to a good friend. And let’s face it, which one is more interesting to read?

Give your web page a clear focus and make sure to include keywords that support that focus. For example, if your page is about planting tomatoes, then talk about planting tomatoes. Steer clear of pumpkin and cucumber planting. And don’t talk about recipes that use tomatoes or artful ways to cut tomatoes. Save all that “good stuff” for another page.

Most importantly, give useful information. Don’t fill your page with fluff. Get to the point. Give the facts. Your reader has questions he wants answered. Become his go-to source for that information.

Your website visitors will love your focused, informational approach, and so will the search engines.

Finally, end each of your website pages with a call-to-action. Don’t keep your website visitor hanging, leaving him to decide whether to plunge deeper into your site or hit that “back” key.

Instead, tell the reader exactly what he should do next: click on the link, buy this, read more, subscribe here. After all, getting your visitor to take action is what website marketing is all about!

Enhance your website’s effectiveness with better content. Good website copy makes a difference. Contact Florida copywriter Susan Greene today at Susan@SusanGreeneCopywriter.com or 407-578-5528.