Words 4 the Web by Strong Ideas

Web Writing Principle #2: Make it actionable

2009-03-16T14:05:00.006+10:00

The second principle of Web Writing is to make your words “actionable”.

What does that mean? It means you must use your words to take advantage of the unique interactive characteristic of the web. Unlike other communication mediums – print, radio, tv – the web allows users to take action right then and there. This distinction makes a huge difference to what you write and how you write it.

On a website, your viewers can click, subscribe, download, give you information, or – if your content is not compelling enough – they can simply leave.

Know your website goal

Before you sit down to write for your website, you should know what the goal of your site is. Commonly, the goal is either to convert visitors directly into customers or to convert visitors into named leads.

Once your goal is defined, keep it in mind on every page, and with every word you write. Provide your visitors with opportunities to do things that will lead to fulfilling your desired end goal. And make sure the opportunities are enticing enough for your visitors to WANT to do them.

“Click here to subscribe to our enewsletter”, in order to get named leads to add to your database, is not nearly as enticing as “Subscribe to our enewsletter to make sure you don’t miss out on the latest techniques for influencing your web readers”.

Never "click here"

A key piece of advice on this topic is to never waste valuable website real estate with the words “click here”. Instead, use informative, compelling words that will entice your visitors to “click here” without having to tell them explicitly to do so.

Web Writing Principle #1: Keep it simple

2009-03-04T22:09:00.008+10:00

“Keep it simple” is the number one principle to remember when writing online.

I keep in mind a quote by Martin Fischer, an author and psychologist, when I write for the web: “Knowledge is a process of piling up facts; wisdom lies in their simplification.”

When I write for the web, I endeavor to impart wisdom.

Why?

Most of my readers aren’t even going to read my web words. Seventy-eight percent of online users only scan the text, and on average a site visitor will only read 28% of the words on a page. (source: Jakob Nielsen alertbox reports, www.useit.com)

So, I need to make sure the messages and the words are simple, concise and to-the-point. I need to throw away the fluff and cut out the marketese. I try to cut what I would write for a hard copy page in half; and then cut that in half.

There are some proven techniques that help me transform 'knowledge' into 'wisdom' by simplifying the facts online. They include:

• Omit needless and redundant words

• Keep sentences short

• Use fragments rather than full sentences

• Limit paragraphs to 1 or 2 sentences

• Break up text by using headings, subheadings and bullet points

The real challenge is to do all that and to still make the words that are left convey useful, persuasive and enlightening messages.

It is a learned skill to retain core messages while keeping copy simple, short and to-the-point; and it takes a specific proficiency to do it using words that will compel website visitors to become customers.

Strong Ideas’ writers have learned the skills, and possess the proficiency. We can turn your ‘knowledge’ into ‘wisdom’ and your website visitors into customers.

www.strongideas.com.au
contact@strongideas.com.au

Top 5 Web Writing Principles

2009-03-03T10:13:00.010+10:00

1. Keep it simple
2. Make it actionable
3. Be benefit-oriented
4. Employ active voice
5. Use your customers’ words

That's the high level overview. In future posts I will delve into each principle in detail. In the meantime, if you'd like to know more about Web Writing Principles and Writing for the Web you can check out the Strong Ideas website, or even send me an email directly (dana@strongideas.com.au) with your questions.

Quick Stats

2009-02-24T22:24:00.009+10:00

...sourced from the research results of my web usability guru, Jakob Nielsen:

78% : how many web readers only scan, not read, the words on a page

28% : how many words on a page the average visitor reads

25% : how much longer it takes to read words on a screen than words on a print page

50% : the word count that should be included in web pages versus print pages

These statistics support the need for very clear and concise writing on websites. Forget the fluff and jargon; get rid of the 'marketese'. Stick to getting a clear and meaningful message across. Readers simply don't have the time or inclination to read anything that doesn't really matter.

"About Us" Example

2009-02-23T23:39:00.004+10:00

I’ve been asked to re-vamp Surfside Security System’s entire website. I’m working with my designer to re-design the structure and the words to be more user-friendly, and to incorporate online lodging of service requests.

My systematic approach to a website writing or rewriting request is to begin with a Client Briefing. At this meeting I use a questionnaire template to glean insight into the client’s business, business objectives, website objectives, customers, and most importantly their target website readers.

Based on my Client Briefing with Surfside Security Systems and on their current “About Us” page, I have transformed the words on their “About Us” page from this:

_______________________________________________________________
Surfside Security Systems specialises in the installation and service of electronic security equipment to High-rise, multi unit dwellings, commercial premises, estates and residential homes.

We don’t “just” install, we Project Manage from start to finish, inclusive of monitoring and future maintenance of all equipment, ensuring we provide a “one stop shop” for all your electronic security needs.

Since its formation in 1988, Surfside Security Systems has grown steadily and currently employs management staff, qualified installation and service technicians, clerical/coordination staff and technical support persons.

Our managers combine many years of technical experience together with a hands on approach to their projects enabling the development of highly professional work teams within the field.
To ensure our staff have the skills required for specific projects, we believe in training our staff and technicians in all aspects of services that we cover.

We are members of the following associations; ASIAL and the ECA, ensures that our quality, efficiency, service and equipment are governed by the high standards set by ASIAL. This in turn ensuring the best for our clients.

Surfside Security Systems are certified Innerange “Concept” Access Control installers.
______________________________________________________________

to this:

Surfside Security Systems

The “one-stop-shop”
for your electronic security requirements

commercial ● estate ● high rise ● resort ● residential

Surfside Security Systems provides design, installation and service of electronic security systems to meet your unique security needs.

Local
Surfside Security Systems was established on the Gold Coast in 1988. Our clients in the Gold Coast and South Brisbane regions benefit from our local knowledge and quick response time.

Experienced
Surfside Security has been in business for over 20 years. That’s not just 20 years of experience, that’s 20 years of research into the best security solutions and how to service them. That’s why even when our competitors can’t fix your security system, WE CAN.

Efficient
We don’t just “install” your security system. We consult with you to make sure we understand your needs; we propose the best solution for you; and we project manage your system from start to finish, including on-going maintenance. So when we get the work done, we get it done right.

Expert
Our managers and technicians combine many years of technical experience and hands-on service with on-going training. And you can be sure you are getting top quality service from us because we are members adhering to the strict standards of ASIAL and the ECA.

Contact Us
Give yourself peace of mind. Contact us to take care of your security needs.

"About Us"

2009-02-23T23:16:00.003+10:00

I often get asked to write “About Us” pages for clients. It’s an essential page for most business websites; it’s where readers have an opportunity to connect with you by getting to know your history, values, purpose, and brand background.

But how do you write an “About Us” page that still follows the usability guideline of customer-benefit-oriented writing? How can you make your “About Us” page personal, meaningful and persuasive? And how can you avoid the mistakes that many “About Us” pages make: providing useless ego-centric information, using hyperbole like “greatest” and “ultimate”, writing “fluffy” words and phrases instead of facts, and wording their way around what the business really does and who they do it for?

An “About Us” page needs to be scannable, concise, plain-spoken, and preferably written in second person (“you”, “we”).

A good rule of thumb is to structure your “About Us” page in an inverted pyramid style – that means putting the most important information first and then leading into less important and more detailed information as you progress.

A great starting point for the inverted pyramid style on an “About Us” page is a clear and meaningful tagline. Take out the fluff and succinctly state what you do or what you provide, from a user benefit perspective. Being catchy is great, but being concise is most important.

Follow your tagline with one or two summary paragraphs that provide a bit more detail about your business’ products, services or goals.

From there you can spread out into more facts or elaboration on key information.

Jakob Nielsen, a web usability expert, even suggests adding subsidiary pages with more depth for readers who want to learn more about your organisation.

A well-written “About Us” page will build rapport and credibility with your readers. A clearly written “About Us” page will help your readers understand you, and your site, as a whole. If you keep it mind the basic web usability principles and structure your page in an inverted pyramid style, you will be well on your way to utilizing your "About Us" section to really connect with your customers.

Is Your Website Working?

2009-02-19T13:15:00.004+10:00

You’ve done all the right things to get a solid online presence. Your site has a logical architecture and great design. It’s optimized for search engines and is ranking high on keyword results pages. Visitors are definitely arriving on your site to check it out. But then what?

If your visitors are not turning into customers, your website is not doing its job.

How can you tell if your website is working?

Have a look at your site statistics. What is your conversion rate? That means how many visitors are either making purchases on your site (if you are an online business), or how many visitors are turning into named leads? If your conversion rate is low – or nonexistent – your website is not effective, no matter how many people you get coming to it.

Your site statistics will also tell you what your bounce rate is. That means how many people arrive at a page on your website and then leave without doing anything. They don’t navigate through to any other pages. They don’t sign up for anything, or contact you, or leave their details. They don’t buy anything. If your bounce rate is over 40%, your website is not doing its job.

Get your website working.

The way to get your site working is to talk to your customers, call them to action, and make it easy for them.

You need to talk directly to your customers, and you need to think like them. They are at your site for a reason. What reason is it? What do they want? Are you giving it to them? And are you giving them an easy way to get it from you?

Your content needs to be customer focused.
• Use simple language and a conversational style
• Use first or second person (I, you)
• Be user-benefit oriented (talk about their needs and concerns, not about yourself)

Your content needs to be action-oriented.
• Craft relevant and compelling calls-to-action: special offers, online ordering, quote-request forms, downloadable ‘how-to’ guides, e-newsletter subscriptions
• Use calls-to-action on every page – don’t make users have to click through to action pages
• Use hyperlinks right in your copy to make navigation to other pages simple and compelling

Your content needs to be easy-to-use.
• Simplify any lead generation forms to make them quick, easy and comfortable
• Give users a way to contact you on every page instead of making them go to the ‘contact you’ page
• Make sure your phone number is visible on every page

Remember that your website is only effective if it's actually working. Having lots of ‘hits’ and ranking high in search engine results won’t matter if your website doesn’t do its job when the visitors arrive. Try incorporating the methods outlined here, and watch your website work wonders!

Tips for Writing Effective Web Content

2009-02-18T09:41:00.004+10:00

You website can be your most effective marketing and communications tool. But to really make your website work you need to understand your online audience: how they think, how they read and what they want.

The first thing you need to realize is that even with the greatest technology and design, effective words are what rule a site. If your copy is not interesting, compelling and useful your readers won’t stay – or come back.

A study by web usability guru Jakob Nielsen proves the power of web words. It shows that when users look at a site 78% of them first observe the text. Only 22% first look at the graphics and design. So, you’ve got to make your words work!

What’s different for the web?
Once you understand the importance of text on your site, the next thing to grasp is that effective website copy is different than effective copy for print. You can’t just tweak your marketing materials for online usability and expect successful results.

The web and its history demand a different approach, a different attitude, and a different voice than traditional marketing mediums. Online readers scan rather than read; they jump around a page rather than viewing it linearly; they expect a friendlier, more conversational tone; and most significantly, they desire an interactive quality.

So, how do you write web copy that works? Keep the following tips in mind and you’ll be well on your way to creating effective copy for your site.

Be Real
• Use a conversational tone
• Use simple language and simple concepts
• Write in first or second person (I, you)

Understanding that the internet is essentially a one-to-one medium is a crucial secret to good online copy. A somewhat conversational tone and a write-as-you-speak style are what allow a site to make a genuine, personal connection with its readers. Be straight-up and direct. The key is to communicate like a real person does. Speak directly to your readers using ‘you’ and ‘your’.

Be Concise
• Be brief and relevant
• Use short words and short paragraphs

Web experts have proven that it takes the average online reader 25% longer to read a block of text online than it does to read the same text on a printed page. And online readers typically spend less than 30 seconds viewing a web page.

This means you need to make your copy concise, without sacrificing the depth of the content. Strip out adjectives, adverbs, prepositional phrases and dependent clauses. Make every word count. A good rule of thumb is to keep the word count for online copy at about half of the print version.

Write simply. Get to the point. Stop.

Be Active
• Use active voice and active verbs
• Use an action-oriented style

Character counts in writing for the web, and you need to have a strong character to stand out. Using active voice – where the subject performs the action of the verb – has more impact and more energy and is also more personal than passive voice. Instead of writing “the services we provide are…”, write actively by using “we provide” or “we offer”. Active voice dramatically improves the effectiveness of web copy.

Also, keep in mind that your readers have come to your site to do something, so the content should be written in an action-oriented style. Every sentence should be moving them towards an action: a purchase, a subscription, a service, a solution.

Be Flexible
• Use headings and bullets
• Use links
• Repeat key words

Online readers scan text, read snippets and view content in a nonlinear fashion. Jakob Nielsen’s studies show that almost 80% of online readers scan a computer screen rather than read word-for-word. Basically, they scan a webpage to find an item of interest that encourages them to click a link or back-up and re-read content in more depth.

Accept the fact that your readers will jump around, and make the content flexible. Show them the way through your site using clear, precise headings. Breaking multiple ideas into single bullet points. Highlight simple pathways using links. And don’t be afraid to repeat key words to help your readers find the content they are looking for.

Be Interactive
• Call your readers to action

The web’s greatest advantage is its ability to be interactive. It is the first mass medium to enable two-way communication. The point of every website should be to use this factor to call its readers to action. So for every message you should offer an option for an immediate response: click here, enter now, contact us, for more information, buy now. Your website will not be effective if you don’t write to take advantage of the web’s unique interactive capability.

Web Words Matter

2009-02-16T12:52:00.006+10:00

Why do you need the right words?

It's something not everyone understands. Many people - especially web developers - think that if you build bright, flashy, catchy, good-looking sites, users will be satisfied. Not so. Just think about the number one reason people go to web sites: to get information. How is that information presented? With words.

These are the top 2 reasons that Web Words matter:

1) Your readers need to trust you before they will buy from you. Good website writing builds your credibility. Typos, grammar mistakes and punctuation errors on your website will kill your credibility before you have a chance to win your readers’ business.

2) People read differently on the web than from print. Professional web writers use proven web writing styles and follow website usability guidelines to grab readers’ attention, keep their attention, and convert them into buyers.

The bottom line is:
A professionally written website increases conversion rates, provides a greater ROI, and leads to more profits.