Discover how to connect with your audience in 7 seconds or less.
Yes, you read it correctly.
A common misconception is that people read everything on your website but unfortunately, no matter how good it is, people simply do not.
A website user, as opposed to a reader, is on task looking for keywords and snippets of information to guide them. They do not have time to ponder or be entertained, nor do they have capacity to sift through large walls of text that scroll on and on for days.
Unlike a book or white paper, where a reader takes time to digest its contents, a website is treated more like a wayfinder. That is, a source of information used to navigate through the web in search of more information or to act, e.g. make a booking.
According to Forbes, “You have approximately 7 seconds or less to capture the attention of a user, if you can’t make an impact in this time, you’ve lost your audience.”
Writing for web is a science. It breaks the rules of traditional writing.
So, here’s how to write for web and ensure you connect with your audience within seconds.
Understand your audience
First and foremost, what are your users looking for? What keywords are they searching in order to find information on your website? By understanding your audience’s needs, you can ensure you’re delivering the right information at the right time, just like guiding someone with directions to reach their destination.
Break up walls of text
Large walls of text increase the cognitive load for the user, slowing them down and losing their attention along the way. Too much information can overwhelm them and lead to decision paralysis. Break up large blocks of text using bullet points, spacing, diagrams, imagery and quotes. For example,
Write impactful headings
Bold headings that make a statement will immediately capture a user’s attention and spark their curiosity. Carefully crafted headings act as signposts guiding users through their journey on your website. Headings and subheadings should be around 70 characters or less.
Create scannable content
Most people skim websites. Therefore, it’s best to use short sentences and paragraphs, subheadings, lists, and allow for white space. Icons, photos, illustrations and other visuals make content more impactful and easier to understand. Aim for every 300 words or less. Adding visuals will help users better understand, remember, and engage with your content. Before sitting down to write, learn more about the impact of scannable content.
Guide users
Help users navigate your website with ease. Users are more likely to engage with content that is straightforward and to the point. Use intext links, buttons, icons and formatting to guide users throughout and encourage users to interact with your content.
Have a conversation
Use conversational language that is easy to understand. Avoid jargon, passive voice, filler words, cliches and acronyms, and speak in first person e.g. you, your. Your language needs to be accessible for everyone. Write as if you are having a conversation with a friend or colleague.
Image sourced via wordstream.com
Optimise for search engines
This is where the science really comes in. Writing for web is a balance between talking directly to a user and being discovered by a bot (aka search engine). When a user types a keyword into a search engine like Google, you must ensure that your website can be found. Search engines prioritise content that is relevant and easy to understand. So, in addition to the points above, include keywords and phrases throughout your website that people may use to search for related information. Learn more about SEO here.
So, in conclusion…
As human interaction becomes less common and AI-generated content increases, compelling copywriting becomes even more important. It will increase your website traffic, improve conversion rates, enhance overall profitability, and turn your users into advocates.
For more information contact our team today. Make it happen!
