Writing Copy for Websites - 8 Basic Terms You Should Know

Image via Wikipedia

Copywriting has lots of specialized words, and many of the same words have slightly different meanings when referring to writing for websites. In addition, copywriters should know a few key HTML terms. Below are 4 basic copywriting terms and 4 HTML META terms defined for how they are used when writing for the Web.

COPYWRITING Terms

Body or Body Copy - This is the text on a page, the paragraphs or sections, as opposed to other elements such as headlines, captions, subheads, photos, charts, etc.

Headline - Headlines are similar in printed materials and on websites. A headline is a copy element usually found above the body that introduces or highlights what's important about the information that follows. On most pages (printed or online), the headline is the most frequently read copy. That's what makes it important - it can capture the reader's attention and lead them into the body. Or for people who scan, it can give them critical information.

Subheads - Subheads are also used much the same in print and online. They are smaller headlines, less important than a headline, but still useful for leading a reader through large blocks of body copy. Subheads can break up the monotony of long copy, introduce a new direction in the story, or highlight the important points.

Tag line - You see tag lines most often in connection with corporate identity. This is a brief sentence or phrase that should communicate the company's unique selling proposition and help distinguish them from the competition, such as Coca-Cola's "It's the real thing."

HTML Terms

Title - The HTML <"title"> tag, found in the <"head"> section of HTML, defines the title of the Web page. It is required in all HTML/XHTML documents. The title defines a title in the browser toolbar, provides a title for the page when it is added to favorites, and displays a title for the page in search engine results.

Metadata - Optional tags provide metadata (information about data) about the HTML document. Metadata is contained in the <"head"> section of the HTML and will not be shown on the page, but is machine parsable. Two meta elements often used on Web pages specify a page "description" and "keywords."

Description Meta Tag - Use this meta element to provide a description of the page. The meta "description" is not a factor in determining search results, although it is often displayed in search results, providing the searcher with a tool for deciding whether or not to visit the page. Therefore, this is important copy to get right. Make sure it helps the searcher understand why they should click through to the page.

Keywords Meta Tag - This is an HTML tag that lists the main keywords/key phrases contained on a Web page. Misused and abused, this tag is no longer used by most major search engines as a factor in search results; however, it can still be a useful organizing tool for the copywriter.

Just the beginning ...
The above parts of a Web page are important when writing effective, readable website copy. They are also important because they influence search results, so mastering these basics will give you a good start with on-page search optimization.

These terms are just a few web copywriting basics. There is much more to know about writing copy for the Web.

Related articles

• Why Meta Data Still Matters in SEO (biznology.com)
• The Meta Description Tag (infokwik.com)

Website Clarity is Most Important

"Clarity Trumps Persuasion."
I picked up this mantra from Marketing Experiments, and for good reason. A Web page has a very brief moment to communicate to visitors where they are, what they can do, and why they should do it on your website and not somewhere else.

The moment someone lands on any page of your website the first time, they begin to make decisions that will affect not just that visit, but potential future visits. These decisions also affect how likely visitors will be to share or recommend your website.

Writing copy for websites is different.
Every page on your website should present clear and precise information in a consistent and easy to use interface. Clarity trumps persuasion every time in test after test. But, this may not be the way you learned to write marketing copy. Brochures and advertising are often persuasion-focused and as marketers, we learn to write persuasively.

But website user behavior demonstrates an "impatience" to get to the point. Most people arrive at a site looking for something specific. They've either entered a search query or were referred to the site because they need or want something, whether it's a product, service, or information. Not too many visitors will spend more than a few seconds determining whether or not the page they landed on offers whatever it is that they are seeking.

So, all that lovely persuasive promotional copy that looks and works so well in an advertisement, may completely miss the mark on a Web page. You simply cannot bury the lead. Your most important information needs to come first. The best copy for letting the visitor know they are in the right place must be easy to find, clear and easy to understand.

Quantifiable statements work better than hype
The second part of the clarity equation is eliminating generalizations and hype. A headline claiming: "best source for socks" or "we have the most socks" will not perform as well as a headline of facts such as: "36 styles of socks in 27 different colors, shipped within 24 hours." Quantifiable information is much more meaningful.

Everywhere we look on the Internet, someone is telling us they're the best, most, biggest. "Best," "most," "biggest," doesn't mean anything. Best according to whom? You? Is biggest even the most important thing? What visitors want to know is what you've got to offer. And they don't want to have to spent a lot of time finding out. So give them facts and when you're boasting about something, make sure it's real and quantifiable, or don't say it at all.

A few things to keep in mind:

• Clear and Easy to Understand: Don't be coy. Quickly communicate the site’s purpose and clearly define what the site offers. Visitors should be able to understand in an instant, where they are, what they can do there and why there and not somewhere else.
• User Friendly: If you make something difficult to use, people won't use it. Keep your website clear of unnecessary clutter. Make sure important information can be found and isn't buried in overly long copy. Make sure copy is written so that it can be understood by anyone. Reduce or eliminate the use of hyperbole and provide the facts people need to make decisions.
• Clear, Consistent Navigation: Use consistent navigation throughout the site. Keep navigation simple and easy to find and use. Be sure every page includes good navigation to the rest of the site. Don't make it hard for people to learn more.
• Consistent: Be consistent among the pages of your website. We learn as we move through pages and expect to find similar information presented in a similar place and style. Consistency also helps build your site's brand. You'll want to be generally consistent with customary practices across the Web as well. Being too unique and clever - being different from everybody - can be taken too far and may mean that visitors become confused and leave.
• Pleasing look: The colors used, the type, the balance of elements on the page should all be inviting. But the design should also enhance the readability of the site and ease of use. Sites designed to look really "cool and clever" sometimes make it difficult to read the words on the page or find things. When you start designing for the sake of the design, step back and make sure you are not giving up usability.

If it helps, think of the last time you went looking for something on the Web. How long did you spend on each site before deciding to move on? Which sites made you feel confident and made you want to read more? Which sites were confusing and how quickly did you press the back button when information was hard to find? The people visiting your site have those same expectations.

• Keep it simple
• Keep it clear
• Keep it meaningful

Goodbye, Ballyhoo Blog

Hello, Smart Design!

This is just a quick note to let you know that if you were looking for my blog, I changed the name! It turns out that Google - the very platform on which I run my blog - has a blog of their very own that they call "Ballyhoo." Who knew? (all these years and I never figured this out)

Smart Design
Anyway, I'll leave the Google guys to explain why a blog might be called "Ballyhoo" and move on to a simpler name that doesn't have to be explained: Smart Design. That's what I've always strived for and what I try to help other people with, and what I want to write about here, no matter what the medium: printed materials, Web, advertising ...

NEW Curated Site
While I'm making announcements, I want to tell you that I have a new curated site, where I'll share my favorite articles about Smart Websites and Graphic Design (SWGD) from sources I trust and who, as difficult as this is to believe, may be smarter than I am. For anyone who may have signed up for my newsletter and was disappointed when they never received it, this new site might be the answer. And, you can decide for yourself whether you want updates in your email or not. (I don't know about you, but if I subscribe to one more newsletter, the email gods are going to smite me. Poof!)

Help Me Avoid Useless Content
To close, I'll ask what I can do for you. What kind of information would you like to see here; what kind of articles on what topics? What do you want to know more about? If I have a good answer, I'll write about it here on the blog, and if I can't answer it, I'll look for someone who can and add the information to SWGD.

Remember:
If you're a subscriber to this blog, the Ballyhoo Blog is gone. From now on, look for Smart Design by Pinsonnault Creative in your mailbox.

What is Great Content?

Content that works best for search optimization: Original content that serves your customer first, and satisfies their search query with well written, easy to read copy that offers something of real value.

Posted from Practical Marketing Tips.