Why Online Copywritng Should Always Be Short and Simple
When it comes to online copywriting there are a certain set of skills needed to ensure the desired outcome. The ability to turn ordinary information into powerful messages that can quickly be consumed by online readers is and art form in itself.
The secret to effective online copywriting almost always comes down to two basic principles:
Keep it short.
Keep it simple.
The main reason that you should keep your online copy short and simple is because most online readers are in a hurry on their quest for information and they are usually more demanding and impatient than offline consumers. Short and simple contest gives them what they want quickly which makes them happy.
On the other hand, long, boring content that doesn’t immediately grab their attention and provide them with what they are looking for results in them quickly moving on to the next website, leaving yours in the dust.
To keep this from happening you must give your online readers exactly what they want fast, without even the slightest any delay. The best way to do that is to stick with a short and simple (easy to understand) structure.
This also applies to the words that you use in your copy. It is important to keep your wording basic and speak in a terminology that your target audience will easily identify with. Online readers tend to skim through content at warp speed and if they happen to skim to a section that they don’t understand, you will lose their interest and their presence on your website.
You should do your best to ensure that you are not overwhelming your online readers with too much information at first. Give them the basic facts upfront and provide them with links to more detailed information if they want it. The general rule of thumb is to keep your content to no more than the length of a standard full page or two. Any more than that and chances are they won’t even attempt to read it.
Keep sentences short and to the point. Limiting paragraphs to around four or five sentences. If a single paragraph isn’t enough to describe a specific concept effectively, try splitting it up into several smaller (more focused) ones instead.
When it comes to getting what they want online readers aren’t interested in things that haven’t yet been proven yet. Remember they are in a hurry, they don’t want to waste their time sifting through unproven theories. They want facts and statistics that can be quickly proven. If you can provide them with that you will have no problem convincing them to buy what you have to sell.
To make your copy more convenient to read use proper formatting and only present your readers with one idea or concept at a time. By composing your copy in a smooth and easy to consume format that naturally flows from one idea to another it makes it easier for consumers to comprehend the message that you are trying to convey.
The majority of online readers will skim through your copy quickly at first, looking for information that catches their attention. When formatting your page use headings, subheadings, bold, legible fonts, and bullet points to make reading or skimming easy for them.
Keep these simple guidelines in mind whenever you are writing online copy and you should have no problem creating powerful, easy to consume information that online readers will love!
Tags: ad copy, copywriting, online copy writing, writing copy
