How to write effective web copy

Writing copy for websites is different to drafting print materials. This is because web users interact differently with websites than they do with print materials.

When people search for information on the internet, they may arrive at your website with little context. They quickly want to decide whether the information is useful and what they’re looking for.

Research from the Nielson Norman Group (NN/g) on how people read websites shows that most people scan copy when they click on a new web page.

The research and consulting firm says: “People rarely read web pages word by word. Instead, they scan the page, picking out individual words and sentences.”

With print materials, people tend to follow a more structured reading pattern. They read the introduction, move onto the main body of the text, and then read the conclusion. This means they often spend longer reading print materials than they do web copy.

Best practice for writing web copy

Whether you’re writing the copy for your new website or drafting a news story or blog post, here is some best practice to consider:

Keep your copy brief

Write concisely and clearly to help your readers find information quickly. Use short sentences and structure the copy into brief paragraphs.

NHS Digital says that people read online information quickly and scan the content of the page. “If users do not find what they need quickly, they leave the page and look elsewhere. It’s in your interests to ensure users get what they’re looking for, so do not write more than you need to.”

Also, research shows that reading a computer screen can cause visual fatigue, which slows people down. This is another reason to make web copy short.

Write easy to understand copy

To make sure readers can find information quickly, you need to make sure your content is easily understood. Think about what you want to say and then say it as simply as possible.

Use plain English as it will rank better in search engine results and make it easy for people to search for your website. Also, use an informal, conversational tone and language. Using words like “you”, “your”, “our” and “we” will make it sound like you’re speaking to your audience and having a conversation.

Use keywords

It’s important to use words and phrases in your web copy that people search for in search engines. This will help them find your website more easily.

Keywords should be used in the title, summary, introduction, and subheadings on every web page.

Use scannable text

NN/g advises using scannable text when writing web copy, including subheadings, bulleted lists, and sticking to one idea in each paragraph. This helps people to find information more easily.

Use the inverted pyramid structure

According to Exeter University, studies show that web users spend more time looking at the top left of a web page and scan the first and second paragraphs. To engage people, you should use the inverted pyramid: put the most important information first and then the background information further down the page.

The university says: “You have about two seconds to ‘hook’ your reader – so the first words on your page and the structure of your copy is incredibly important. Structure your copy in a way that puts the most important information at the top and the less essential at the bottom. This means if someone only reads half your page, they still leave having consumed your key messages.”

Include web links

To keep your copy short, add web links to other pages on your website or external sources. This will allow readers to decide how much detail they want. If they want more context, they can choose to click on the links.

Web links also give you the chance to include calls to action, such as signing up to your charity newsletter or downloading a factsheet.

Make your web copy accessible

An accessible website is one that can be used by as many people as possible. This includes people with impaired vision and those with cognitive impairments or learning disabilities.

Charity communications teams can help to build an accessible website by using:

• Clear, concise language
• Explicit calls to action that explain what you want people to do
• Well-structured copy with relevant subheadings

Carry out user research

Before you start writing copy, you need to carry out research to find out what your key audiences want and need from your site. This will help you to decide what information to include on your website.

NHS Digital says: “Content must help users complete their task. This means identifying a user need for every bit of content we produce, rather than just publishing what we think users want.”

You can carry out user research by:

• Looking at data on Google Analytics
• Getting feedback from the people who use your existing website (for example, volunteers, supporters and beneficiaries)
• Looking at previous enquiries your charity has received, whether it’s on email or to a helpdesk

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