Website content, called ‘text’ or ‘copy’, should be written differently to a printed brochure. When writing your website text you should follow the ABC:

A = Attention grabbing

The average surfers attention span is only around 7 seconds, your website should capture your viewer’s interest and direct them to explore your website further.

B = Brevity

Less is more - there is nothing more off-putting than a wall of text greeting the viewer. Text on the web is read 25% slower than on a written page therefore its needs to be more concise.

C = Clarity

Your website should communicate your message clearly, the viewer should immediately get the idea of who you are, what you do and how to progress towards their (and your) goal e.g. contact you for further info or make a order.

My advice on writing good website text :

• keep paragraphs short and snappy in readable fonts
• use bullet points and short line lengths
• write engaging headings to motivate the visitor
• highlight keywords in text e.g. bold
• avoid marketing ‘fluff’- talk to the visitor in your own voice
• insert keywords into text to help your search engine ranking

If you are getting a web designer to develop your site you should first supply him with some text - this will help them from the beginning to create a site that communicates your message and also helps them to gett the layout and image selection right.

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