by Meryl K. Evans and Hank Stroll
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Writing for the Web differs from other writing. But opinions vary on the best approaches to online content. Before you decide on a specific approach, to better meet readers' needs first understand how they read online—that would go a long way toward understanding how to grasp their attention.
The Stanford-Poynter study found that nearly 80% of study participants read article summaries rather than complete articles. When viewing complete articles, readers read only 75% of the text. Also, in online reading, our eyes naturally go to the center of the screen—instead of top to bottom, or left to right, when reading print.
Once you have a feel for how people read online copy, trust your instincts. If you know your product or service and target market inside and out, it'll be easier to hold readers' attention. You should also keep in mind any objections to your offering and how you may overcome them.
After you've done your homework, the following writing techniques will ensure your Web site's content zings. Stick around for answers to the latest call for help or zoom to the new marketing challenge question.
Past Challenge
Previously, Zach asked for tips on writing content to draw in visitors:
How to ensure "Content Is King" in Web copy
I know writing for the Web is not the same as writing for print. I've used the search engines and have researched what makes compelling online copy. The advice is scattered. What are the top secrets to creating grand content?
—Zach, product manager
Renee Beaudette, account manager at Mail Dog, explains how to quickly engross the reader before he or she attempts to click away:
Web copy is different from print in a key way: speed of impact. You have a short time with readers before they click away from your site to your competitors. So you need to let them know—quickly—what it is that you can do for them. The same client who may read your brochure front to back while waiting for the doctor may only look at your site for 30 seconds.
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