Do you know the differences between writing copy for the web and
writing copy for print? Some of the answers will go against your
intuition and against cultural norms. But, these facts detail how
people read on the web.
There's no use in arguing against them.
Instead we should embrace them and use this knowledge to our advantage.
Here's what the facts are and how they're going to affect your website.
1) Where Do Eyes Go First When Your Homepage Comes Up?
Contrary to what you might think, it isn't towards the graphics or
photos like in print advertising. Instead your prospects eyes will
first go to the copy. Specifically your headline and sub-heads. Therefore,
your first chance to engage the prospect is through copy. Not graphics.
Seeing as most web users look at a web page for only 3-15 seconds
before deciding whether to stay or move on. The fact that they look
at copy first has massive implications for your website. Fancy graphics
won't make a prospect stay on your website. But a really strong headline
and strong sub-heads will.
2) How Much Of Your Copy Do Users Actually Read?
The fact is that online users, on average, read 75% of the length
of any given page. This is big news because most web pages will have
the important conclusions, calls to action, and order information
on the bottom 25% of any given page. That's a big no-no. Because it
will never get read.
You have to have your call to action and order information presented
early on your web page to ensure it gets read.
3) Why Do Most Banner Ads Produce Poor Click-Through Rates?
1.25 seconds. That's how long an average user will look at your banner
ad. That's just enough time to perceive one image or 6 words (based
on college student's average reading speed of 350 words/minute).
Therefore, banner ads that have animation, taking 4-5 seconds to run
through a cycle, or more than 6 words must be reconsidered. However,
if you really must keep your animated banner ad because "it just looks
so cool!" I would suggest that you at least keep your company logo
visible throughout the entire animation sequence.
4) Why Is Reading Online More Frustrating Than Reading Print?
Turns out that reading from a computer screen causes a person's reading
speed to slow by 25% when compared to reading print. That means reading
long copy can be very frustrating online. Break up the copy to help
users through.
Have a few one line paragraphs.
Use headlines and sub-heads to summarize information. So users who
are tired of reading word-by-word can quickly scan the rest of your
document.
5) Are Your Web Page Users Not Getting The Whole Picture?
If you haven't made your web page truly scannable, prospects to your
site may only be getting part of the sales message. Only 21% of online
users read word-by-word. The other 79% scan a web page headline to
headline. Sub-head to sub-head. Picking up only the larger, bolded
or italicized copy.
Your sales message has to be read both by scanners and word-by-word
readers. Therefore all your major selling points, benefits, call to
action and order info must be in easily scannable type.
Otherwise your website will only generate 21% of the sales it could
be. And for the money you put into your website, that's not good enough.
So, if online reading is so different from offline reading. Clearly
your web copy has to follow suit. Take home message? Make sure your
website is performing on all cylinders. Have a professional web writer
write your website. It will save you money in the long run.
About the Author:
Aran Kay is a marketing consultant and freelance copywriter with experience
working for Nintendo, Direct Energy, Kellogg's and more. He has written
numerous marketing articles and includes a selection of them on his
web site. www.ProfessionalCopy.ca is also your source for "The 52
Best Marketing Web Sites." It's a great resource and yours FREE just
for visiting his web site. Web Site: http://www.professionalcopy.ca
E-mail: copywriting@professionalcopy.ca
Can anyone direct me to a site or tutorial or code to develop Mysql/PHP pages. I have an entertainment agency and want to display our artists details - text/photo/links to multimedia on a template page - don't know where to start. I am a self taught designer and...
By
Aran S. Kay