Craft copy that clicks
Web writing problems | |
 | Because screen reading hurts, and we’re technologically illiterate Reading online hurts. No wonder people avoid it! Learn how to overcome the obstacles of reading on the screen to reach readers online. |
Web writing solutions | |
 | Get to the point above the fold online Web visitors spend 74% of their time on the first two mobile screens Put the hot stuff up top: Visitors focus on the top screens of your web page — aka ‘above the fold’ in newspaper parlance. The solution? Get to the point faster. |
 | Master content structure for web pages 5 notes structure increases reading by 520% 5 is all it takes: Master the 5-notes structure for web content, and you’ll find yourself filling in the blanks to more effective web pages. |
 | How to make web pages readable How long should your digital writing be? Measure up! Web visitors process only about 20% of the words on a page. But add more words, and that percentage goes down. Online, shorter’s better. |
 | How to write skimmable web content Lift ideas off the screen with micro content ‘Readers’ try to absorb information quickly — speed-reading the display copy and looking for key words — to find specific information in the shortest amount of time possible. |
 | SEO guidelines for content writers Help Google find you Search me: Write copy that’s optimized for humans as well as Google. |
Web writing in action | |
 | Writing for the web examples: One Smart site PetSmartCharities.org reaches readers online Save our site! PetSmartCharities.org’s reboot makes it a poster puppy for reaching readers online. |
More on web writing | |
 | Quotes on crafting good web writing What writers & others say “We’ve all heard that a million monkeys banging on a million typewriters will eventually reproduce the entire works of Shakespeare. Now, thanks to the Internet, we know this is not true.” — Anonymous |
 | What writers & others say “Reading a webpage on an iPhone is like reading War and Peace through a keyhole.” — Ann Wylie, president, Wylie Communications Inc. |
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