Introduction 1
I ONLINE COPYWRITING 101
1 What's Different About Writing Online Copy? 7
Examining the Different Types of Online Writing ..........................8
Why Online Writing Is Like Any Other Type of Writing ........10
The Unique Challenges of Online Writing ........................................11
Reader Attention Spans ..........................................................................11
Instant Gratification ..................................................................................12
They're Not Readers, Really .................................................................13
Screen Issues ..................................................................................................13
Interactivity .....................................................................................................15
Search Engine Considerations ............................................................15
What If You're Not a Writer? .....................................................................16
2 Punctuation, Grammar, and Other Rules to Live By 19
Why Punctuation and Grammar Matter-Even Online ...........20
Practicing Proper Punctuation ..................................................................20
Periods ...............................................................................................................20
Question Marks ............................................................................................21
Exclamation Marks ....................................................................................21
Commas ............................................................................................................22
Apostrophes ...................................................................................................24
Semicolons ......................................................................................................26
Colons ................................................................................................................27
Dashes ................................................................................................................27
Quotation Marks .........................................................................................28
Parentheses .....................................................................................................28
Getting Grammatically Correct .................................................................29
Capitalizing Correctly ......................................................................................32
Capitalization Styles ..................................................................................32
First Words and Proper Nouns .........................................................32
Using Active Voice ............................................................................................33
Dealing with Gender Issues .........................................................................34
Proofreading Before You Publish.............................................................36
3 Conveying Confusing Content, Clearly 39
Who Are You Talking To? ...........................................................................40
And What Are You Talking About? ......................................................40
Translating Complex Topics to Plain English ..................................40
Limiting the Detail .............................................................................................42
Conveying Benefits, Not Features ............................................................43
Using Examples ...................................................................................................44
Writing Step-by-Step Instructions...........................................................44
Avoiding Jargon and Industry Speak .....................................................46
Writing in a Conversational Style ............................................................48
4 Keeping It Short and Simple 49
Why Shorter Is Better ......................................................................................50
Computer Monitors Aren't Made of Paper ................................50
Resolution Is Poor ......................................................................................50
Screen Sizes Are Small .............................................................................51
Attention Spans Are Short ....................................................................52
It's What We Expect .................................................................................52
Keeping It Chunky ............................................................................................53
Writing Shorter Sections ...............................................................................54
Writing Shorter Paragraphs .........................................................................55
Writing Shorter Sentences ............................................................................57
Writing Shorter Words ...................................................................................58
5 Organizing Your Content 61
Putting the Most Important Stuff First .................................................62
Breaking Your Copy into Multiple Pages ...........................................64
Using Headings....................................................................................................65
Creating Bulleted and Numbered Lists ................................................66
Bulleted Lists ..................................................................................................67
Numbered Lists ............................................................................................68
Using Tables (or Not) ......................................................................................69
6 Firing Up Your Readers 71
Figuring Out What Fires Them Up ........................................................72
Engaging the Reader .........................................................................................72
Keeping It Short-and Making It Clear ...............................................73
Getting to the Point ..........................................................................................74
Making Promises ................................................................................................74
Solving Problems ................................................................................................74
Telling a Good Story ........................................................................................75
Using Action Words .........................................................................................75
Including a Call to Action .............................................................................76
7 Finding Your Voice 79
Giving Your Content a Personal Voice ................................................80
Choosing the Right Style ...............................................................................81
Match Your Style with Your Image .................................................81
Match Your Style to Your Content ..................................................82
Match Your Style to Your Audience...............................................82
Employing a Professional Style ..................................................................83
When to Use a Professional Style .....................................................83
How to Employ a Professional Style ...............................................83
Using a Personal Style .....................................................................................84
When to Use a Personal Style .............................................................84
How to Write Conversationally .........................................................85
8 Incorporating Visuals 87
Why Visuals Are Important ........................................................................88
Choosing the Right Type of Visual .........................................................90
Using Clip Art ......................................................................................................91
Using Line Drawings ........................................................................................92
Using Photographs ............................................................................................94
Using Charts ..........................................................................................................97
Using Infographics ............................................................................................99
Using Animations ........................................................................................... 100
Using Videos ...................................................................................................... 101
9 Utilizing Links and Outside Content 103
How, When, and How Often to Link ................................................. 104
How to Add a Link ................................................................................. 104
What to Link To ....................................................................................... 105
When (and How Often) to Add Links ....................................... 106
Embedding Images and Other Content from the Web ........... 107
How Embedding Works ...................................................................... 108
What Can You Embed? ....................................................................... 108
Should You Embed Content from Other Sites? .................... 109
Understanding the Legalities of Linking and Embedding ..... 110
Linking Is Legal ......................................................................................... 110
Embedding...Not So Much ................................................................. 111
Should You Worry? ................................................................................ 111
10 Optimizing Your Copy for Web Search 113
How Online Search Works-and Why It's Important ............ 114
Why High Rankings Are Important ............................................ 114
How Search Results Are Ranked .................................................... 114
Understanding Search Engine Optimization ................................. 115
What Search Engines Look For .............................................................. 117
Keywords ....................................................................................................... 117
HTML Tags ................................................................................................. 118
Links ................................................................................................................. 118
Optimizing Your Site's Content ............................................................. 119
What Is Quality Content? ................................................................... 119
Why Does Quality Content Matter? ............................................ 120
Providing Authoritative Information .......................................... 120
Writing Engaging Copy ....................................................................... 121
Crafting SEO-Friendly Content ............................................................. 122
Working with Keywords ............................................................................. 123
Performing Keyword Research ....................................................... 123
Determining the Right Keyword Density ................................. 124
Writing Keyword-Oriented Copy ................................................. 125
II WRITING FOR DIFFERENT VEHICLES
11 Writing Web Pages 127
Writing for the Browser Window ......................................................... 128
Keeping It Short for Scanners.................................................................. 130
Organizing Your Content Hierarchically ......................................... 131
Linking for Scannability .............................................................................. 132
Embracing SEO ................................................................................................ 132
Use Those Keywords-In the Right Places.............................. 132
Put the Most Important Stuff First on the Page ................... 132
Use Headings and Subheadings ...................................................... 133
Use Text, Not Pictures (or Videos or Flash) ........................... 133
Don't Over Optimize ............................................................................. 134
12 Writing Online Articles 137
What Online Articles Do Best ................................................................. 138
Writing Engaging Headlines .................................................................... 138
Short Headlines Rock ............................................................................ 138
Engage the Reader ................................................................................... 139
Optimize Your Title ............................................................................... 139
Make Every Word Count .................................................................... 139
Keys for Better Online Article Writing.............................................. 140
Shorter Is Better ........................................................................................ 140
Make It Scannable ................................................................................... 140
Don't Bury the Lead ............................................................................... 140
Adapt Your Writing Style ................................................................... 140
Don't Forget the SEO .................................................................................... 142
13 Writing Blog Posts 143
Getting Personal ............................................................................................... 144
Establishing a Personal Style .................................................................... 144
Focusing on the Title .................................................................................... 145
Engaging Readers with Your Introductory Paragraph ............ 146
Keeping It Short-But Not Too Short ................................................ 146
Optimizing Your Blog and Posts for Search .................................. 148
Optimizing the Blog Template ........................................................ 148
Optimizing Individual Posts ............................................................. 149
14 Writing Social Media Updates 151
Understanding How Social Media Work ......................................... 152
Keeping It Short ............................................................................................... 153
There Are Limits... .................................................................................. 153
Say One Thing, and One Thing Only ......................................... 154
Remove Excess Verbiage ..................................................................... 155
Use Simpler Language .......................................................................... 156
Setting the Tone ............................................................................................... 156
Engaging Readers, Socially ........................................................................ 157
What to Post? ..................................................................................................... 158
Writing for Facebook .................................................................................... 159
Short Posts are Better ............................................................................ 159
Don't Forget the Links .......................................................................... 160
Utilize Images ............................................................................................. 160
Keep It Personal ........................................................................................ 161
Use Proper Punctuation and Grammar..................................... 161
Writing for Twitter ......................................................................................... 162
Keep It Short-No, Shorter Than That, Even ........................ 162
Shorten Those URLs .............................................................................. 163
Mention Other Users ............................................................................. 163
Use Hashtags............................................................................................... 163
Include Images-Sort Of ..................................................................... 164
Writing for Other Social Networks ...................................................... 164
15 Writing Email Newsletters and Promotions 167
Composing the Subject Line ..................................................................... 168
What Subject Lines Must Do ............................................................ 168
Be Concise .................................................................................................... 168
Put the Important Stuff First ............................................................ 169
Describe the Content ............................................................................. 170
Use Language Appropriate to the Reader ................................ 171
Create a Sense of Urgency .................................................................. 171
Writing Email Newsletters ........................................................................ 172
Short Stories; Lots of Links ................................................................ 172
Include Timely Content ....................................................................... 172
Expect Knowledgeable Readers-with
High Expectations............................................................................. 172
Create Compelling Headlines .......................................................... 173
Writing Effective Promotional Emails ............................................... 174
Keep It Short and Chunky ................................................................. 175
Use Actionable Language.................................................................... 175
Invite Action ............................................................................................... 176
Following Through with Your Landing Page ................................ 178
16 Writing Online Ads 179
Understanding Different Types of Online Advertising ........... 180
Text Ads ......................................................................................................... 180
Display Ads .................................................................................................. 182
Interstitial Ads ........................................................................................... 183
Writing Effective Copy for Text Ads .................................................. 184
Writing a Compelling Headline ..................................................... 184
Writing Compelling Copy .................................................................. 185
Including a Call to Action .................................................................. 186
Including Targeted Keywords .......................................................... 187
Writing Efficient Copy ......................................................................... 187
Considering the Right URL ............................................................... 188
17 Writing Online Press Releases 191
How Online PR Differs from Traditional PR ................................ 192
Influencing the Influencers ................................................................ 192
Influencing the General Public........................................................ 192
Influencing Google ................................................................................. 192
Writing for Consumers ............................................................................... 193
Target Benefits, Not Features ........................................................... 193
Speak Directly to the Public .............................................................. 194
Watch the Grammar and Punctuation....................................... 196
Include All Necessary Information ............................................... 196
Include a Call to Action ....................................................................... 196
Include Consumer Contact Info .................................................... 197
Consider the Format .............................................................................. 197
Writing for Search Engines ....................................................................... 199
18 Writing Online Help Files and FAQs 201
Understanding the Goals of Online Help ........................................ 202
Getting to Know the Target Audience (and Their Problems).... 202
Planning and Presenting Your Content ............................................ 203
Thinking Like the Customer .................................................................... 204
Showing Readers How to Do Something ......................................... 205
Answering Frequently Asked Questions .......................................... 205
Categorize and Prioritize .................................................................... 206
Not Every Question Belongs in a FAQ ...................................... 207
Keep the Answers Short ....................................................................... 208
19 Writing Web Interfaces 209
Planning Your Navigation ......................................................................... 210
Devise a Hierarchy .................................................................................. 210
Be Intuitive ................................................................................................... 211
Think Like the Customer .................................................................... 212
Employ Different Entry Points ........................................................ 212
Be Consistent .............................................................................................. 213
Let Them Know Where They Are ................................................. 213
Titling Your Pages .......................................................................................... 214
Why Titles Matter ................................................................................... 214
Determining Title Length ................................................................... 215
Determining the Best Title ................................................................. 215
Captioning Buttons, Menus, and Links ............................................. 216
Writing Helpful Error Pages .................................................................... 217
20 Writing for Mobile Devices 219
Why Mobile Matters ..................................................................................... 220
What's Different About Copywriting for Mobile ....................... 221
Working with a Smaller Screen....................................................... 221
Target Marketing ..................................................................................... 221
Creating Mobile-Friendly Websites ..................................................... 222
Reduce the Number of Elements ................................................... 223
Orientation Matters ................................................................................ 224
Text Instead of Images.......................................................................... 225
Minimize Text Entry.............................................................................. 226
Think Like the Customer .................................................................... 226
Writing Effective Mobile Copy ............................................................... 227
Keep It Short(er) ....................................................................................... 227
Be Direct ........................................................................................................ 229
Front Load Your Content ................................................................... 230
III GETTING IT DONE
21 Determining the Right Delivery Formats 231
What Works Best as HTML ..................................................................... 232
What HTML Doesn't Do Well ........................................................ 232
Not for Downloading ............................................................................ 233
So What's HTML Good For? ........................................................... 233
What Works Best as a PDF Document ............................................. 234
Designing for PDF Viewing .............................................................. 234
When to Distribute Content as a PDF File .............................. 235
When Not to Use PDF .......................................................................... 236
What Works Best as a Word Document .......................................... 237
Sharing Documents ................................................................................ 237
Easy-to-Create Documents ................................................................ 238
Editing and Collaboration .................................................................. 238
Other Types of Documents ....................................................................... 238
Ebook Formats .......................................................................................... 238
Image Formats ........................................................................................... 239
Other Microsoft Office File Formats ........................................... 239
22 Dealing with Web Page Design 241
Understanding HTML ................................................................................. 242
What HTML Is .......................................................................................... 242
How HTML Works ................................................................................ 242
What You Can-and Can't-Do with HTML .............................. 244
HTML Can Do a Lot ............................................................................. 244
HTML Doesn't Guarantee Display Integrity .......................... 246
HTML Doesn't Display All Special Characters ..................... 246
Working with Images ................................................................................... 246
23 Working with Technical and Design Staff 249
Who's the Boss? ................................................................................................ 250
Why Marketing Should Run the Show .............................................. 250
Focus on Content-Not Design or Technology .......................... 252
How to Lead the Team ................................................................................. 253
Assess Your Skills..................................................................................... 254
Assign Responsibilities ......................................................................... 254
Functioning as Site Editor .................................................................. 256
Managing the Project ............................................................................ 256
24 The Final Word: Think Like the Reader 259
Everything's Important, But Some Things More So ................. 260
Give Readers What They Want .............................................................. 260
Presentation Matters ..................................................................................... 261
Writing Web Words That Work ........................................................... 262
IV APPENDIXES
Appendix 200 Web Words That Work 265
TOC, 9780789750594, 12/5/2012
