13 golden rules to writing effective web copy - Part 2

Last month, I looked at 7 essential rules to writing effective web copy. These can be viewed
under ‘November 2009’. I’ll now share my remaining 6 rules to help your web copy shine.

Rule #8: Benefits not features.
Anyone can list a bunch of product or service features, but what really stimulates people into
action is benefits. How does your product or service make their life better? How does it save
them time or money? If people can make the connection between your product or service
and how it’ll improve their life, they’re more likely to be persuaded. So tell them what they
want to hear. Make them feel like they simply can’t go on living without you!

Rule #9: Bold text.
If you want to emphasise certain words or sentences in your web copy, why not put them in
bold? They’ll stand out from the normal text and be easier for people to digest when they’re
scanning your site. It also helps to reinforce key messages. Go on, be bold!

Rule #10: Break up your sentences and paragraphs.
No one wants to read long, boring blocks of copy, so vary your sentence length. Don’t be
afraid to use full stops more often. Like this. See. It’s not so bad. And make sure you break
up your paragraphs so that they contain no more than 2 or 3 sentences. It makes things
easier to read.

Rule #11: Spelling and grammar.
Please, please, please check your spelling and grammar before uploading content to your
website. And don’t just rely on spell check – it has a nasty habit of missing things like ‘there’
instead of ‘their’ or ‘your’ instead of ‘you’re’ or ‘pair-shaped’ instead of ‘pear-shaped’. The
best idea is to print your web pages and read them out loud, or get a trusted friend to read
them for you.

Rule #12: Friendly and approachable.
Put yourself in the reader’s shoes. Would you prefer to read friendly, upbeat copy or boring
and unemotional copy? Of course, friendly wins every time! You want to connect with your
audience and make them feel comfortable. So write how you would speak to a friend. Keep it
casual and they’re more likely to have a smile on their face as they read about your business.

Rule #13: Address a basic need.
What problem does your product or service solve? Fear? Greed? Convenience? Does it save
people time? Does it make a person or their loved ones feel safe? Does it make them feel
smart? Whatever emotion you’re tapping into, use copy that links your product or service to
their need. Show them how you can fix their problem or make them feel good and you’re
way ahead of the game.

Now, because I like to exceed people’s expectations, here’s a BONUS rule because you’ve
been so good and read the article…

Rule #14: Don’t make vague promises or statements.
Don’t dance around a fact. Be positive. If it’s true, say it. But if you feel like your statement
or promise isn’t all that good, don’t try and sugar coat it. It’s probably best to leave it out.
Always keep your web copy positive and strong and reassure them that they’re dealing with
someone who knows what they’re talking about.

By following the above 7 rules, plus the 7 in last month’s article, you’ll be well on the way to
producing effective and compelling web copy.

And in today’s competitive marketplace, you simply can’t afford to have lacklustre copy on
your website that’s driving potential customers away. Remember – one click and they’re
gone!

Steve Manning is a freelance copywriter who works with businesses and agencies to create
compelling copy for websites, brochures, print ads, direct mail, newsletters and more.

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