The Web Page
It's easy to think that writing for your webpage is like writing for anything else, but it's not: it's very different. You need to build a style that holds your visitor, and you've only go about six seconds to do it!
Impact
Well that's the first point. 'Web-surfers' follow-up their Google search for your product will be flicking through the sites. They either see what they want or move on, one site every six or so seconds, that's how long you have to catch their attention.
The Fold
The expression comes from the old style broadsheet newspapers. They were folded in half across the page and the passer-by could see the banner, the headline and not much else. That part of the page was 'above the fold' the rest of the front page was 'below the fold'.
The news items were set to ensure that the most important headlines were 'above the fold'.
On a webpage 'above the fold' means the bit of a webpage the visitor sees as he or she lands on the page; the bit that can be seen without scrolling down.
Headlines
Part of the impact issue: Headlines have the power to catch your reader's eye. Use them.
Blocks of Text
Big blocks of text are very off-putting for the 'web-surfer': keep them short on your landing pages, no more than three or four lines long. Dense material should be kept off the front page with links from an introductory 'teaser'.
Use a journalistic style - no working up to the punch line. Hit them between the eyes with the very first sentence. In the reverse of normal writing the first sentence should be a summary of the rest of the text.
150-200 words is more than enough to show above the fold. Make sure they work for you.
Eye Candy
You might think pictures a waste of valuable 'above the fold' real estate, but you'd be wrong. The right picture summing up the ethos of your site can be worth a thousand words.
Be Direct: Be Focussed
Going back to our first sentence, you have perhaps six seconds to deliver your message. Be direct, be focussed, remove anything - word, sentence, paragraph, page - that doesn't deliver your message.
Don't waste real estate welcoming your visitors, they know they are welcome; they don't need to be told.
Don't make your visitor have to think, he hasn't got time. Make your links clear and visible, place them where he can see them.
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