marketing
Headings: Eight words or less
Sentences: 15 – 20 words
Paragraphs: 40 – 70 words
Page word count: 250+ words
Eliminate pompous words and fancy
phrases. Effective online writing is not about
impressing the reader with your extensive
vocabulary. It’s about communicating. Use
short, simple words. Get to the point. And
then stop.
Write from me to you
The most powerful word in the English
language is ‘YOU’. Write for your reader in a
conversational tone, not for your ego.
Get to know your reader. Is there a common
style or tone you need to use to reach
him/her? Don’t forget, they have come to
your website to do something - make a
purchase, obtain information, sign up for
a subscription. Make sure every word you
write moves them toward a solution.
selling. Make sure your content is driving
your customer’s actions, then put that
content on your homepage.
When writing headings:
Write for how people search
• Avoid the use of adjectives and
prepositions (and, a, the, of).
If you want your site to be found when
people search the web, use words your
target readers use. Before you begin to
write, sit down and think carefully about the
keywords you’re going to use. Then carefully
weave those words and phrases into your
copy. Two websites that will help you find the
right keywords and phrases for your site are:
• Keep them to eight words or less.
• Include important keywords.
• Be clear and concise. Avoid wordy, wishywashy phrases.
Provide links and
connections
Create Effective Headings
The web is about linking information. Make
sure your site links your reader to other
information and other sites link to you.
Never make your website a dead-end. Some
search engines, including Google, are based,
in part, on their ability to find you from links
on other sites.
The heading is the most important piece of
content you’ll write. That’s because:
Sell Benefits not Features
• www.overture.com
• www.wordtracker.com
1. Internet users scan read and the first
thing they read is your heading. If it
doesn’t grab their attention, they’ll leave.
Drive Actions With Content
2. An effective heading can be effective in
SEO marketing.
Content is about getting the reader’s
attention and keeping it. Content is about
3. The heading can be placed on your
homepage as a link to content.
If you want your website to sell your product
or service you must write about benefits
and not about features. A feature describes
a product or service. A benefit is what
the user gains from using that product or
service. Don’t say, “Our duvets are warm
and comfortable,” say, “You’ll be warm and
comfortable in one of our duvets.” Tell
Windows Magazine Winter 2016 15