Writing on the Web
Back to the tips page	What you will and won't find on this page On this page, we won't be talking about web design or search engines. Other people know more about that than us. Instead, we'll simply discuss the kind of words you should use on the web page. Just a screenful at a time Break up your copy, so that the reader see only a screenful of text at a time. Don't simply take a brochure, and put it on one Web file. Break it up into smaller chunks. Add links Make frequent links to other pages, or to other parts of the page. At the bottom of each page, you might add links to the top of the page, the preceding page, or other relevant pages (for example, an order form). Make it interactive Make the page interactive wherever possible. Invite the reader's participation (for example, by the use of the words 'Click here'). So this is where we say, "Got some web copywriting tips you'd like to pass on? E-mail us now." Don't have too many pictures Too many pictures slow the loading of your page. If this happens, readers will get bored and look for another page. So, while text is not particularly fashionable on the net, stick to your guns. Text only copy loads fast - very fast. Write with humour People who surf the Net tend to be relaxed and iconoclastic. So keep your words light and cheery. Make the words big enough This text is written in 14 point. It looks too big on the printed page, but it's about right on the screen. Include your E-mail address Make sure you leave an e-mail number so that potential clients can contact you. Provide useful information Your Web site is a great place to provide public service information that's relevant to your product or service. It'll make people feel well-disposed to you. Here, for example, we're providing free information about copywriting. Don't expect instant orders People like to get information from the Web. They use it like a directory. But they're unlikely to order until they know you better. So treat your Web site as the first meeting. Use the site to make people feel at home.