National Words Matter Week | Writing Tips for the Web

5 Tips for More Powerful Writing for the Web

The web is often the first place where potential customers encounter you, your business or your ideas. The way we present ourselves is so important. But writing for the web is a different beast than the writing that got you an A in English class. Your readers can click away, so you have to grab their attention, and then retain it.

1. Write. Then edit.

It. Can. Take. Forever. To complete the first paragraph. You’ll edit. And edit. And edit—and never make any progress.

So don’t get bogged down on the beginning. Just write your first draft without stopping. Then go back and edit—your progress will be much faster.

Set the timer for 20 minutes. Then keep writing. You’ll want to get up and get a glass of water, answer the email or swing by Facebook. Keep writing.

2. It’s about them.

This is the most important thing about copywriting: it’s not about the product or service you’re selling; it’s about the solution your customers are buying.

While writing, always remember what’s in it for them—your customers. Ask the question: “So what?”

We have been in the plumbing business for 20 years. Yeah, so what?

We have been in business for 20 years. We’ve learned how to quickly assess your problems and how to fix it right the first time.

Do the research and find out why your customers are having the problems they are. Then position your products and services as the solution to their issues.

3. Speak like a human.

When you are talking about your business, it’s easy to fall into the trap of trying to sound “professional.” You can use all the words you wrote writing your MBA thesis. But the problem is no one really talks like that.

Instead of saying “We leveraged our list of top-tier Internet influentials to garner extensive retweets and repostings of our clients’ latest releases” try, “Our extensive list of influencers helps get the word out about our clients’ newest products.”

Likewise, you are an expert in your industry. Your potential customers may not be.

Do they know what PPC, KPI, GIF, SEO, API, and CSS stand for? Make sure you don’t use industry jargon that they don’t understand.

4. Chunkify your copy.

On the Internet, people read differently than when reading a magazine or book. Online, they are scanning and quickly looking for the information they want. So instead of writing five continuous paragraphs on a single page, be sure to break up your content with subheads.

Subheads should reveal the content of your page.

In fact, a reader should be able to get the gist of your page content just by reading the subheads. (Remember, it’s all about scanning.)

If you need to highlight important details, try bullet points.

What sort of information can be communicated in bullet points?

• Product features
• Benefits
• Steps to a process
• Tour dates 


Give your readers the opportunity to breathe with white space. You’re not limited by space on the web as you are on the printed page. Give your readers plenty of white space. A full page of type is visually intimidating and chances are your readers will just click away.

5. Use visuals to break up your copy.

Words are great but is there a way you can convey the information visually? Can you make a diagram? A chart? Or would a photo help illustrate your point better? In the “Pinterestifaction” of the Internet, visuals rule. And when it comes to sharing a post, a great photo or illustration will draw more attention.

What’s the power of images? 90% of the information transmitted to the brain is visual. And 40% of people are visual learners—that is, they process visual information faster than text. Of course, all of the information in this paragraph was communicated in the visual above.

So remember these tips when you are writing for a more powerful, effective message.

Happy writing!  🙂

About Anne:

Anne McColl is a freelance copywriter and creative strategist. It’s her mission—no, her calling—to help brands find the right words + pictures to tell their stories better. She has collaborated with amazing brands such as Rubio’s Fish Tacos, Intuit, Kaiser-Permanente and a host of small businesses. You can find her at annemccoll.com.