How to Write Web Copy That's Easy to Scan

“Writing Web Copy That Gives You The Competitive Edge”

Why is it important for your web copy to be scannable? That’s simple; because people read online web pages differently than they do offline printed text.The majority of people quickly skim web pages, stopping only occasionally when something of interest catches their eye.

This is an important key factor for those of us who write web copy, as well as those who sell online. If you want to gain the competitive edge in this arena your web copy must be easy to scan.

When checking your web copy take a look and see if it’s inviting to read. Are the elements that make it engaging and scannable there?  Or are you noticing huge sections of text that sort of discourage you from reading any farther. This is very important to pay attention to.  How often does something of interest catch your eye and cause you to read it?  This is the gold in your web copy.

Lets go over some effective ways to write scannable web copy.

• First of all keep it simple; in each paragraph only present one idea. This way the reader can digest each thought and is not overwhelmed by too many facts all at once.

• Now this of course is a matter of opinion.  But rather than clever or simply amusing subheads I tend to lean towards writing more meaningful ones. This comes across more sincere to your reader and less hypy. I guess really its just less your classic car salesman attitude.

• Another important technique is; rather than writing background information and the maybe “less important” information in the beginning and leading from there. You can utilize the inverted pyramid style for writing. You begin by presenting your key points and conclusions. Then build out from there.

• You can summarize your content by using “bullet points” or “bulleted lists”. A power list or a list of value-lines that are interesting and easy to read. This helps to keep the reader engaged.

• Another very effective way to help scanners move through your web copy is to electrify it by using highlights.  Find some select keywords and put them in bold. You can also use italic fonts or underlining. These are all easy and powerful.

• If you want a way to further break up your web copy into bite-size and easy-reader chunks; use boxes.  Fill your boxes with case-histories, interesting anecdotes, testimonials and so on. This is a great attention grabber for engaging your reader and perfecting your page.

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