How To Create User Friendly Copy With Impact

Welcome to the web, where you literally only have seconds to make an impact with your audience. In just a few short sentences you need to achieve the delicate balance of giving readers enough information to keep them interested but not too much information that it completely overwhelms them.

Your web audience is an interesting one. According to Dr Jakob Neilson, one of the world’s foremost authorities on web usability, 79% of website readers scan rather than read word for word on a page, and they do so in an F shaped pattern. As a result the average person only reads about 28% of the content on a web page*.

So how do you craft copy to cater specifically to your audiences needs? Below you will find 7 tips for creating user friendly, easy to navigate copy that has impact.

• Use Clear and Simple Language

It takes readers 25% longer to read words on a screen* than it does on a printed page, so every effort should be made to make the copy as easy to absorb as possible.

Avoid using slang and jargon, use shorter words and sentences, write in active voice not passive (i.e. ‘the dog chased the cat’ as opposed to ‘the cat was chased by the dog’) and make sure you use round easy to read fonts.

• Use the Inverted Pyramid Style of Writing

Each page should have an attention grabbing headline and a riveting first paragraph containing your most important messages (who, what, where, when, why and how). Think back to the F shaped pattern your readers will take, the first place they scan is the headline and first paragraph, so the content needs to compel them to stay on your website.

This writing style is called the inverted pyramid – inverted because you are essentially writing the conclusion first. For good examples of the inverted pyramid writing style read a newspaper as it is the style of writing journalists use when reporting the news.

• Introduce One Point Per Paragraph

For the ease of readers cover only one point per paragraph, this allows your readers to easily understand what your content is about when scanning. Also keep your paragraphs short as possible, ideally only one or two sentences in length.

• Break up Text Through Sub-Headlines

Sub-headlines allow your reader to easily find areas of interest and locate the information they need. They can also help you to make sure your copy flows logically.

• Use Bullet Points

Where possible incorporate bullet points in your copy, they are easier to scan, allow readers to scan vertically (consider the F pattern) and usually far more succinct and to the point.

• Highlight Important Points With Bold, Italics and Underline

Use bold, italics and underline in your copy to help your readers find important points when scanning through your copy. Tip: make sure all text you highlighted makes sense on its own as a reader scanning may not have it in the full context.

• Call Them to Act

Lastly your website should compel your reader to take action, after all why have a website if it is not capturing details or bringing you business? One way to do this is to offer a free report or e-book when readers sign up for your e-zine or to receive regular email updates from you.

The key is to make your report relevant, topical and educational, it needs to offer your reader real value. This allows you to showcase your expertise and keep in regular contact with people who have shown a level of interest.

*Source: Jakob Neilson Alertbox Reports www.useit.com