Because that’s the goal, right? Written content is decisive for proposing the right content to Google. To do SEO copywriting. But in reality, everything takes a back seat when you focus on the true outcome of your strategy: getting the reader’s attention and getting them to take the right action.
Which can be the download of a document, the purchase of an asset, the booking of an event. Or maybe sharing a post, depends on your goals. And from the tool you are using: web copywriting is a transversal subject that crosses the writing of a post on Facebook and that of a title tag.
Yep, for title tags and meta descriptions, you might need a web copywriter. A professional of the word, capable of respecting the rules of the web but also of convincing people to click. There are details that many do not know or know and do not put into practice. These details can make a difference when writing your text online, and it doesn’t just apply to bloggers or social media marketers.
The Topic Of This Post
- 1 Avoid unknown terms
- 2 Reject words that are too long
- 3 Simplify sentences without trivializing
- 4 Use words to get attention
- 5 Talk to the blog reader
- 6 Do you have any other tips for web copywriters?
Avoid unfamiliar terms
Bad habit to forget when working with online writing: the use of unfamiliar terms. When I consult companies and freelancers we are faced with texts full of words that are difficult to understand. Technical terms that I don’t know, or maybe so old that not even my grandfather remembers.
In reality, the concept of “unknown word” is relative. Very relative. Because understanding a linguistic element within the sentence depends on the context. For example, if I write an article for Studio Samo and enter the acronym SEO Search Engine Optimization That is, I’m talking about search engine optimization.
If, on the other hand, I write an article for La Repubblica dedicated to new professions, I have to add an explanation. Because it is not certain that all readers can understand the meaning of the acronym.
The same goes for a basic guide, also published on Studio Samo, but dedicated to people who are starting to orient themselves in this world. When writing your articles, when working on any copy, remember to simplify the words as much as possible. Or rather, to align the vocabulary with your target
Reject words that are too long
This point is linked to the previous one but it is right to treat it separately. The use of long words is not a dogma, a point to be avoided a priori, but attention paid to the readability of the text. Long words are more difficult to scan, they turn into blocks of incomprehensible letters in the face of the quick reading that people often do when they arrive on a web page. My advice: if you can use a shorter word, without jeopardizing the meaning, don’t hesitate. Focus on simplicity as always.
Simplify sentences without trivializing
Good balance is a virtue of a good web copywriter. This means that you don’t have to write to be read by a 5-year-old, but by a person who can change pages at any moment. Even if you are exposing the most interesting topic in the world. That’s why you have to focus on short and decisive sentences.
Steve Krug: here is the reality.
The point is your best friend, you have to decrease the number of words in a sentence. This does not mean debasing the work of web writing: you have to expose the concepts without annoying interruptions, from start to finish.
But the longer the sentence, the greater the risk of losing the reader’s attention. Especially if you break the conversation with inscriptions enclosed by commas, dashes, and parentheses. To protect the clarity of what you write, limit the interruptions and always make the subject clear: often the lack of clarity of the text is reduced to this point.
Use words to get attention
Some elements attract the attention of the public. They call him into question, and they push him to interact. Or to activate his attention towards your work. I’ll give you some examples: do you agree? Do you see? As you have surely imagined. It will have happened to you too. Have you seen it? You had the same experience, right?
These factors are useful to help create a relationship with the public, to use discursive particles in your favor: it is a way to indicate to the reader away to follow, to create continuity with your work.
Talk to the reader of the blog.
One of the most difficult steps to take: you have to abandon the idea of writing for an unknown entity, for an audience of potential customers or to impress your boss who is still in love with the bombastic and high-sounding words. This is the style of those who are fond of corporate, with those phrases so banal as to seem fake.
We are leaders in the sector, the customer at the center of our work, we operate at 360 degrees, we are a young and dynamic company. All this represents the indispensable structure for failing in good written communication. Talk to people, use the second person singular (hence you) to address the audience.
Not without a study of the target, only after creating reader personas capable of giving a clear picture of the situation. But don’t write to create distances, approach the people you want to reach.
Do you have any other tips for web copywriters?
The concept is simple: you have to write for people, not search engines. How many times have you encountered this concept in the course of your online adventure? Many, perhaps too many. Because the two realities are crossed, there is no special writing for search engines and one for people: there are rules to be respected regarding the good use of keywords. Then just follow the principles of good writing on the web.
This is my list, the section I use whenever my clients are looking for clear information to write online. To write in the best possible way, meeting the needs of the public. Indeed, of the reader. Of that person who needs information, but also a clean style and linguistic attention capable of simplifying every action. Quality content comes from all this: do you agree? Leave your ideas.