Content and structure

There are two key elements to consider when writing your copy – 1) the content itself and 2) the structure of your content – is it easy to scan? Below are some key points to consider when writing content and then how to structure the copy in a way that is easy to scan.

CONTENT: Catch attention!

• Put the most important content and keyphrases in headlines.
• Convey the strongest benefits first.
• Use popular industry keywords or keyphrases according to your audience.
• Tell the visitor what you want them to do next – make it easy for visitors to take the next step i.e., “Buy product”, “Contact Us”, etc. -  use verbs.
• Limit one subject or area of focus per page.
• Keep length to 150-400 words per web page.
• Provide more detailed information on secondary pages for visitors who wish to browse deeper into the website.
• Repeat the main idea in the last paragraph using the same keyphrases.

STRUCTURE: Write for scanning.

• Don’t write walls of information.
• Use headlines and subheadings where appropriate.
• Break up large amounts of content with lists, bullets, tables, sections, captions & hyperlinks where appropriate.
• Highlight keywords – this can be as simple as emboldening something you want people to pick up in a scan read of your copy.
• Keep sentences short and impactful.
• Use short, common words.
• Don’t use italics if you can help it.