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Last updated on 2024年8月22日

What are some best practices for writing clear and concise web copy?

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Web copy is the text that you use to communicate your message, persuade your audience, and achieve your goals on your website or blog. Writing clear and concise web copy can help you attract more visitors, increase engagement, and boost conversions. But how do you write web copy that is easy to read, understand, and act on? Here are some best practices to follow.

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Becky B.

Ghostwriter, TED Global Speaker
Shiv Shenoy

Authority Branding for CXOs & Experts | LinkedIn Top Voice | Blending science & psychology I help experts become…
Alasdair Peoples

Content Executive at VisitScotland

1 Know your audience

Before you start writing, you need to know who you are writing for. What are their needs, challenges, interests, and preferences? How do they search for information, and what keywords do they use? How do they consume web content, and what devices do they use? Knowing your audience can help you tailor your web copy to their expectations, motivations, and behaviors.

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Becky B.

Ghostwriter, TED Global Speaker
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Knowing your audience does not mean knowing who might read, or be interested in your content. It means thinking about the PAIN point or problem your content may solve for a specific sub-species of that audience. I write for doctors and attorneys. Their audience is patients and clients, but NOT ALL patients and clients. They want patients with Spinal Stenosis or who are considering divorcing a narcissist and unsure of why a family law attorney is better than a generalist. Their TRUE audience is the one who needs them to solve a unique problem they are interested in. Knowing your audience is about knowing their need, their problem, their pain.

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Shiv Shenoy

Authority Branding for CXOs & Experts | LinkedIn Top Voice | Blending science & psychology I help experts become thought leaders by transforming their expertise into a Book, to attract growth.
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Writing clear web copy is crucial for your success. Use these 5 often-ignored practices: 1/ Active Voice - Always use active sentences. - They make your points clear. 2/ Limit Adjectives and Adverbs - Use fewer describing words. - Make every word count. 3/ Use Numbers and Bullets - Break text into lists. - Lists are easy to scan. 4/ Precise Headings - Use headings to guide readers. - They summarize the section below. 5/ One Idea per Paragraph - Stick to one main point each. - Makes the text easier to follow. These tips will make your web copy sharper and easier to read. Hope this helps!

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2 Write for scanability

Most web users don't read every word on a page. They scan for the main points, headings, subheadings, bullet points, images, and links. To make your web copy more scanable, use short paragraphs, sentences, and words. Break up your text with white space, visual elements, and formatting. Use headings and subheadings to convey your main ideas and structure your content. Use bullet points and lists to highlight key points and benefits. Use images and videos to illustrate your message and support your text.

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3 Use clear and simple language

Web copy should be clear and simple, not complex and confusing. Avoid jargon, slang, acronyms, and technical terms that your audience may not understand. Use plain and active language that speaks directly to your audience. Use verbs and nouns, not adjectives and adverbs. Use positive and specific words, not negative and vague ones. Use transitions and connectors to link your sentences and paragraphs. Use punctuation and capitalization correctly to avoid ambiguity and errors.

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Alasdair Peoples

Content Executive at VisitScotland
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5 Simple Tips... 1. Don't cram too many ideas into one sentence, pick a focus. 2. Try not to start consecutive paragraphs with the same word. 3. Use stock words and phrases sparingly ('discover' 'unique' etc). 4. Sometimes you can fix a paragraph by using the last sentence you wrote first. 5. Reading poetry is good for finding examples of clever word choice. Did I mention I read poetry?

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4 Optimize for SEO

SEO stands for search engine optimization, which is the process of improving your web copy and website to rank higher on search engines like Google. SEO can help you reach more potential customers, drive more traffic, and increase your authority and credibility. To optimize your web copy for SEO, you need to do keyword research, use relevant and natural keywords in your title, headings, subheadings, body, and meta tags, write engaging and original content, use internal and external links, and update your content regularly.

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Mücahit Sezar

Digital Operations Manager, Project Strategist | Telecom Engineer, MSc. | News & Media
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Digital publishers often focus on Content SEO, which is indeed crucial. However, it’s highly recommended to keep your technical SEO team involved as well. They can address underlying issues within your website that may impact both your content and your search engine rankings.

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5 Check for readability and tone

Readability and tone are two important aspects of web copy that affect how your audience perceives and responds to your message. Readability is the ease with which your audience can read and understand your web copy. Tone is the attitude and emotion that your web copy conveys to your audience. To check and improve your readability and tone, you can use online tools like Hemingway Editor, Grammarly, or Yoast SEO. These tools can help you identify and fix issues like spelling, grammar, punctuation, word choice, sentence length, passive voice, readability score, and tone of voice.

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6 Test and revise

The final step of writing clear and concise web copy is to test and revise it. Testing and revising can help you evaluate the effectiveness of your web copy and make improvements based on feedback and data. You can test and revise your web copy by using analytics tools like Google Analytics, heatmaps, or surveys to measure your web copy performance, such as bounce rate, time on page, click-through rate, conversion rate, and user satisfaction. You can also ask for feedback from your peers, clients, or users to get their opinions and suggestions.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Brad Berens, Ph.D.

Strategist, Researcher, Editor, Thought Leadership and Event Expert, Keynote Speaker, Newsletter Creator, and Writer with a Global POV.
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Always think about what device your reader will use. Always look at your work on multiple sized screens because what looks great on a desktop/laptop might be unreadable on a mobile device.

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What are some best practices for writing clear and concise web copy?

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1 Know your audience

2 Write for scanability

3 Use clear and simple language

4 Optimize for SEO

5 Check for readability and tone

6 Test and revise

7 Here’s what else to consider

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