Just as when we meet a new person, first impressions of online content will determine whether or not we engage and for how long.
Your online copy needs to have a compelling headline, a well structured layout and look easy to read.
Here are four tips to bear in mind when you’re writing online copy, be it an article for your website blog, an e-mail newsletter or you’re posting on social media.
Whether a corporate or a small business the intent of your online writing should be to connect with your audience and encourage conversations and sharing. You’re fostering a relationship with your reader by establishing yourself as a thought leader in your field.
You want to create top of mind awareness for your brand, build trust and a loyal following.
Your viewers are giving you their time whilst reading your online material and they want something in exchange. They won’t settle for a thinly disguised sales pitch.
Your objective, particularly in the case of a blog or an e-mail newsletter, should be to provide valuable content about a topic that is indirectly related to your product or service.
Colgate is an example of a global brand that very successfully offers value content, with its Oral Care Centre, where viewers can find answers to their dental queries or can even search for a dentist:
It’s critical that viewers can find your online material via a search engine, so make your content search engine friendly. Search engine spiders must be able to crawl and index the content, so that it appears on the search engine results page, when viewers are searching for your topic.
Viewers tend not to read every single word when online but scan and skip copy, picking up the gist of the content. To facilitate this, use:
Make your copy easy to read by introducing space between elements on your page. This is known as white space (but doesn’t necessarily need to be a white colour).
Ensure that spelling is correct and spacing consistent, as errors will detract from your article or post.