Consulting firm Creative Communications, which specializes in marketing for the higher education clients, has recently made available its pithy, useful presentation on Writing for the Web. Although targeted to higher ed institutions, its 99% relevant to other nonprofit organizations and foundations.
Writing for the Web: Creating Copy to Engage and Persuade reviews key tips on writing effective web copy (and email), many of which are applicable to direct marketing copy as well. Critical points include:
- Be specific. Write in specifics, not generalities.
- Be succinct. Web users are impatient and can easily move to another site. Sentences should be brief and paragraphs so more than six lines.
- Use bullet points and sub-heads to facilitate easy scanning. Sub-heads that feature verbs, rather than nouns, are more likely to drive readers to action, and to continue reading.
- Think conversation, not dissertation. Web writing should be personal (use first and second person) and more informal than your marketing writing for print.
Take a look today to strengthen the impact of your web content. For more tips on strengthening your website, read this article today: