Write online display copy that clicks
Here’s how to write links, headlines, decks and other pieces of microcontent — aka online display copy — that reach readers on the web.
Break copy up
- Pass the dollar-bill test: If it looks easier to read, more people will read it
- 30-3-30 redux: What does Clay Schoenfeld’s rule look like today?
- Bottoms up: List most-used choices at the top of the drop-down menu
- Do a number on your followers: Want your message to go viral? Use digits
- Can web heads be witty and wise? 5 ways to write for Google and people
- Get clicked: Write web heads that attract Google — and real readers
- Write the most important piece of copy on your webpage: Summary blurbs may be the only things site visitors read
- A link is a promise: Don’t disappoint readers
- Avoid online ADHD: Embed links carefully
- Chain reaction: Write web links that work
- Click here: Five tips for formatting links to drive action
- Polish your online road signs: Write links that tell visitors where they’re going
- The Goldilocks Conundrum: Write links that aren’t too short or too long