The title of this article seems misleading but its true: all the techniques explored here are logical, and its more a case of remembering than learning them. They are simple techniques that will send a writer some considerable way on the road to writing engaging and readable copy.

First, though, some history.

Web Content is Proliferating. Why?

The answer is twofold.

First, search engines like textual content. For that reason search experts have relied on well written and well optimised textual content for years; true, search engines are getting cleverer and their analyses more diverse, but textual content is still the simplest and most effective way to please search engines and get high rankings. These are Creative Marketing Services that last forever.

Second, the explosive rise of social networks and user generated content has meant that most people on the net have a legitimate place to display their thoughts, feelings, musings, anger – the list goes on – with Twitter, Blogspot, WordPress, and Facebook offering a quick and easy way for every web user to create a space that they can call their own.

The two combine to form a generation of web copy across the world wide web whose growth is exponential. There is quite a difference, though, between creating content and getting it read. With that in mind, here are a few pointers writing web copy that people will want to read.

Web Copy Thrives on Controversial Titles

Back to the lesson in hand.

Google the phrase ‘copywriting 101’. there are millions of entries. Pretty hard to stand out, then. And the truth is that most web users aren’t on a web page for more than a few seconds unless you can grab them early.

A controversial (but true) opening title serves two purposes to that end:

It draws potential readers in from search engines.

It creates an intrigue that encourages genuine reading of the piece.

It can seem like a cheap trick, but it also signifies a lively and original writing that will set something apart from the multitude of content writing generated on the subject appearing alongside it.

Short Paragraphs are Key – Spacing Helps

Jacob Neilsen famously remarked as follows:

‘This is how web users read: they don’t’.

It’s very rare that a web user will read an article from left to right, top to bottom. Given that most readers scan rather than read, then, its important to write in short sentences and paragraphs.

Make sure, too, that there are nice amounts of spacing. It means a reader who scans can pick out choice cuts from the information.

Use Bold Titles to Signify the Breakdown of an Argument in a Body of Content

Just as above. Like short paragraphs and ample spacing, subtitles let certain readers find certain pieces of information quickly and efficiently.

This is imperative: plenty of readers might be teased in by the main title but could only need one sub-section of a whole argument or elucidation. Sub-titles will signify quickly which bits certain readers need, and others don’t.

Remember That Links are Your Friend

What makes the web so addictive is that its so easy to get from one place to another. Just look at Wikipedia: every article links to a dozen other articles, and before you know it you’ve gone from ‘Napoleon Bonaparte’ to ‘Dolly the Sheep’ through a series of nicely placed links.

Through linking its also possible to short the length and scope of articles so that they don’t become overlong: most readers won’t trawl through thousands of words on a subject but will happily take links to other articles.