Web content.

Just words on a screen?

Creating engaging web content is actually a challenge within itself.

On the web, we don’t read – we scan. We read only an average of 20% of a webpage and spend approximately 5 seconds before moving on. This means content must be instantly arresting and instantly attention-grabbing.

Web content is completely different from other writing styles.

Here are the best tips and tricks we've found for writing your web content...

1. As you’re writing for scanners, your layout is key.

Signpost effectively: use clear headlines and sub-headings to direct your reader. Your writing is like a path you want your reader to follow you down. Keep it clear, inviting and easy to navigate.

2. Consider white space.

Breaking up your writing into digestible chunks. This keeps your reader’s eye moving down the page, scrolling.

3. Punctuate with multi-media.

Images are essential to how approachable a page appears. They can also work hand-in-hand with your written content.

4. Hook your reader with the most important message first.

Remember - you are writing for a scanner, not a reader!

Try the inverted pyramid style. This is top-loading your content with the most important information first. A reader should be immediately hooked when they visit your page. Consider using a sub-level page for instances where you have a great deal of detail that you want to expand on.

5. Consider the listicle and bullet-pointed style.

Listicles have been done to death, but there is a reason they are so popular. Their titles inform us directly about their content and their linear progression is pleasing to a scroller or a scanner.

6. Keep paragraphs short.

A block of text may appear impenetrable and easy to scroll past. Shorter paragraphs, however, punctuated by blank space look far more inviting. They are also more navigation-friendly for those readers on smart phones.

7. Pull quotes can look appealing and break up text.

8. Write in a direct style.

The pronouns ‘you’ and ‘we’ will jump off the page to the reader and establish familiarity.

9. Adopt an active voice.

The active voice tends to be more direct, succinct and easy to digest than the passive.

10. Avoid run-on, or fragmented, sentences.

If in doubt, split up a longer sentence into two short ones to be more reader-friendly.

11. Get rid of jargon and insider phrasing.

Don't alienate your readers with niche and complex language.

12. Use specifics and data.

Numerical information stands out in a chunk of text and adds legitimacy to your page. It also supplies key information quickly to the reader who is hurriedly trying to check your credentials.

13. Keep key terms consistent across your site.

For example, don’t chop and change between ‘web design’ or ‘web development’ – pick one and stick to it. This consistency is vital to those SEO-boosting keywords.

14. Use analytics and metrics to assess the habits of your reader.

Know why your reader has visited your page. Bear in mind the tasks they will want to complete  on your website (e.g. make a booking, make a purchase, find information) and signpost accordingly.

15. Use internal linking to boost your SEO.

Avoid links that travel back to big pages that are easy to navigate to, such as the home page. Instead, link to pages that are deep in the network of your site and harder to find manually.

16. Know the difference between keywords and carewords.

Carewords are the words and phrases your reader will be scanning for once they reach your page, to confirm they have clicked to the right place. Carewords help your reader complete their intended task.

For example, a reader who has clicked on a page to book a holiday may scan for words such as ‘bookings,’ ‘prices’ or ‘rooms.’ Carewords need to be simple, clear and informative.

17. Find your voice.

The voice on your website needs to complement your brand and business. Ideally, your content should sound just like it is being spoken by yourself or one of your team members.

18. Align all content with your brand values.

Read here to discover why having clear and established brand values is invaluable to your brand and business.

19. Consistency is key.

For your formatting to look sharp and professional, maintain a consistent style. For your voice to resonate across your entire website, maintain a consistent tone.

20. Ensure your content is in fitting with your overall marketing strategy.

If you are engaged in a lively, attention-grabbing marketing campaign, your web copy needs to match this with the same energy.

21. Edit carefully and thoughtfully.

A great way to do this is to read your work aloud.

Are there any phrases which ‘catch’? Ideally, your writing should sound natural and authentic, like spoken language.

22. Include call to actions to finish off sections of writing and encourage a response from your reader.

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We appreciate that words aren’t everyone’s speciality. Carefully crafting web content can eat into important time and energy.

So, let us take some of that pressure off your hands.

The content marketing packages we offer…

• Your brand story – compelling narrative copy that encapsulates what makes your brand unique
• Your brand values – powerful copy to define to keystones of your brand
• Bespoke content for your website
• Snappy and engaging copy for all your marketing campaigns
• Quality blog posts and article

To discuss a content strategy, email jess@22group.co.uk

Jess Cawdron

Copywriting & Marketing

0161 672 7822

We know charities are taking their web presence more seriously now, with more investment in going responsive and mobile friendly, more focus on engaging the right audiences and more charities ensuring their website have eye-catching call to actions. For any business or organisation, a website is often the first contact someone has with your brand. Your homepage is effectively your shop window, it’s the first impression you make before the user decides to delve further...and as the saying goes “you don’t get a second chance to make a first impression”.

With this in mind, the aim of your website’s homepage is to engage your users further, driving them through the site to engage and identify with your brand, take the required actions and remember you!

Here’s 5 things your website homepage should have in place to achieve this:

1.  Tell the world who you are and what you’re about!

Unless you’re a globally renowned brand, a good website homepage should effectively communicate who you are and what you do, to encourage your audience to stay on your site and find out more. It’s thought that you need to engage them within the first 16 seconds to ensure you’ve captured their attention! If you are unsure about your key message and what your brand is trying to say, spend some time refining this first. Water Aid do this well, with punchy content that communicates their core objectives in an easy to digest way.

2.  Great design and use of images

The best content and copy in the world can get overlooked if the design and use of images doesn’t engage people. A well crafted homepage will combine use of graphics, text and multimedia where necessary in a creative way, to ensure the main purpose of the page is communicated effectively. The Red Nose Day website makes primary use of images to speak directly to their target market - families.

3.  Include CTA’s

An effective homepage will include both primary and secondary CTA’s (or call to action points). The aim of these is to direct the user to take the next logical step - for example ‘read more here’ (secondary call to action), or DONATE NOW (primary call to action). As the aim of the homepage is to encourage users to dig deeper a strong call to action helps guide them in the direction you want to take them. As a large part of site traffic goes to the homepage you want to ‘convert’ as much of it as possible! The WWF are great at this with a bold ‘join, donate, support’ button in the top navigation and a ‘help protect Selous game reserve’ button further down.

4.  Highlight your benefits!

As we said at the start, it’s critical to explain who you are and what you do but it’s equally as important to tell your users how that’s of benefit to them. Any company will be keen to use their homepage to promote their key USP’s. It’s slightly different for charities but you will still want to tell them about your cause and focus how their support can really make a difference. Save the Children do this well by featuring current issues such as the plight of child refugees and linking out to pages on how your money is actively helping to save lives. They also have a sidebar with a clear list of ways people can get involved.

5.  Show some...humanity!

Far from being some faceless corporate brand which struggles to communicate a more human angle, your charity will naturally convey a more personal approach. You consist of a team of people passionate about what the charity does and keen to make the world a better place. Cancer Research do this brilliantly by featuring stories that resonate, such as a Mother beating cancer and being able to attend her daughter’s wedding.