eyes21-cw-cheatsheetHow do you get busy, distracted web visitors to stick around and read what you have to say? Here are the bits and pieces that’ll help you get under their skin to make a lasting impression. It’s like an entire web copywriting course condensed down to one page!

HEADLINES that grab attention, imply benefit and make people curious­

SUB-HEADS that draw readers in further, as they transition from the headline to the text

IMAGE near the headline or at the beginning of the text to draw the eye


SECTION HEADERS that break up long text into smaller sections, or

LEAD-INS that catch the eye, with the first few words of a paragraph in slightly larger bold text

LINK to at least one other page, and from at least one other page, with text links

SHORTER content, headlines, paragraphs, sentences and words; remove anything unnecessary

PARAGRAPHS each focused on a single idea

KEYWORDS in headlines, subheads, and a few times in the text

KEYWORD SYNONYMS used, plus grammatical variations, related words, and geolocation terms

HEADLINES AND TEXT that begin with keywords and other significant terms

BULLET points used where possible for a quick read

MENTION your company name or product brand periodically so people will remember it

HELPFUL INFORMATION for the active buyer, rather than just promoting your product

MAIN BENEFIT to the buyer is introduced early, then supported throughout the text

ACTIVE voice vs. a passive approach, but with a conversational tone

EXPAND on a specific topic by linking to a page with further information about it

QUOTES from customers on specific, relevant points can be included for credibility

MESSAGES that approach their buying issues from their own point-of-view

FOCUS on both ‘pain’ and ‘gain’, with an emphasis on one or the other

SIDEBARS with a summary, pull-quote, or list of main points, in larger text, for people ‘scanning’

ACTIONABLE STEPS at the end that drive the buyer to make a decision and a purchase

CONCLUDE the text with a connection or reference to the idea you opened with

What if you were to practice one or two of these principles each time you wrote something for the web? Well, then they’ll eventually become familiar enough that you’ll start writing great copy…without having to refer to your Web Copywriting Cheat Sheet.


OK, so maybe you ‘get it’, but taken all together, it seems a bit overwhelming. Hey, no problem. Just take your copy as far as you can, then let me help by taking it to the next level. That’s what I do, and the process just might be an education in itself. Get in touch and let’s talk about it.
Tom

 

OK, so maybe you ‘get it’, but taken all together, it seems a bit overwhelming. Hey, no problem. Just take your copy as far as you can, then let me help by taking it to the next level. That’s what I do, and the process just might be an education in itself. Find out more about my copywriting services here.
–Tom

 

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