Writing for the web

Seven steps to engage and inspire action through website copy.

Holly Formosa
Jul 24, 2017 · 3 min read

When it comes to writing copy for a brand’s website, you’re never going to make the sale writing for a Pulitzer prize.

The fact is, website readers are lazy. They’re skimming for the information they need and are downright ruthless with wordy or flowery text.

The way to inspire action is to make your copy simple and succinct — but bold.

Here’s how to do it in seven steps.

Delete defunct pages

If no one’s reading the page, it’s irrelevant.

Login into Google Analytics > Behaviour > Content > All pages. Sort all pages by unique views. Delete any pages listed as having no traffic.

If the pages listing no views are important — such as a product page — you’ll need to review the website design and navigation and come up with a solution to make the content more discoverable.

Never used Google Analytics before? Check out my blog, an intro to Google Analytics.

Address your audience

Print out the remaining pages on your website for editing and start by rewriting your copy to address the audience. Replacing any mentions of ‘We’ or ‘I’ with ‘You’. This may result in a little rewriting…

For example, ‘we offer traditional Italian cuisine’ becomes ‘your favourite place for traditional Italian cuisine’.

Be active

Replace passive language with active language, writing your sentence so the subject performs the action stated by the verb.

For example, ‘a scathing article was written by the journalist’ (passive) becomes ‘the journalist wrote a scathing article’ (active).

Still don’t understand? Here’s a great article that explains further.

Keep it simple, stupid

  • Trim the fat by deleting any words which don’t add value. This includes the use of ‘that’ or ‘like’
  • Get rid of industry jargon or flowery words… If your grandmother wouldn’t understand the term, replace it with a word she would
  • After these changes, if you still have sentences longer then 17 words, edit them back or split into multiple sentences

Make it scannable

  • Search content for any sentences listing items with commas. If possible, can you replace the commas with bullet points?
  • Keep paragraphs short, no longer than five sentences
  • Insert subheadings to group paragraphs

Get the grammar right

Check for the most common grammar mistakes, including:

  • Using it’s (a contraction for it is) when you should be using its (a possessive, no apostrophe)
  • Mixing up they’re (a contraction for they are), their (they own) and there (that place)
  • Using a possessive apostrophe (example the waiter’s jacket) for plurals, when plurals do not call for one (ex. there were three waiters)

Download grammarly and review every open text field in your CMS with the extension turned on. You’ll be amazed at some of the grammatical or spelling errors you’ve missed!

Inspire action

Insert a call to action at the end of every page you write so you can track engagement and leads.

This could be a button to purchase or more information.

Any major web writing tips I’ve missed. Or have a question? Shoot me an email.

Holly

CommsClass is a Melbourne based blog that offers free PR and marketing advice for food, hospitality and tourism businesses. Subscribe to the monthly newsletter to receive strategic planning, media relations, content, social media and advertising advice, along with practical templates.

https://www.commsclass.com/subscribe/

Holly Formosa

Written by

PR pro specialising in food, wine & hospitality

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch
Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore
Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade