Tag: content

Writing for the web is part art and part science. 'Art' includes the ability to make your words flow and to make them sufficiently compelling to keep the readers' attention. 'Science' refers to your ability to get the reader to follow the journey from awareness through to purchase (or a key action, such as a request for a meeting). It is widely accepted that website visitors scan web pages. As they typically see many website pages in a day, they are hunting for useful, relevant content. They do this by scanning 'signposts' on the page, including headlines and subheads. I have taught internet marketing since 2000. During my seminars, presentations and consultancy sessions I am often surprised at how confusing web pages can be. With regards to the text on the page - start by getting the headline right. Write effective headlines The headline = the signpost for your page content (or newsletter story, blog entry etc). It is critical that it is...