Great copy is critical to the effectiveness of nearly every website. Yet often, a business owner, designer, or developer, perhaps pressured by budget and time limitations, will write the copy him- or herself. This session will tell you when that's a good idea, and when it's not. For those times when it's okay to be the "accidental writer," you'll learn quick tips for crafting effective web copy. For those times when you really need to bring in a pro, you'll learn how to work with a web writer to get the best copy for your website, as quickly and cheaply as possible.
5. It depends on:
• You: Do you have the traits of an effective
writer? Do you understand how much time
and effort you need to spend? Are you
willing to spend it?
• The project: Is the project suited to be
your first DIY copywriting effort?
40. Be clear and concise.
“Vigorous writing is concise. A sentence should
contain no unnecessary words, a paragraph no
unnecessary sentences, for the same reason that a
drawing should have no unnecessary lines and a
machine no unnecessary parts.”
— Strunk & White, The Elements of Style
41. “Get rid of half the words on the page, then get rid
of half of what’s left.”
— Steve Krug, Don’t Make Me Think
46. The testing resulted in a recommended
change to the host board connector, which
was agreed upon by the working group and
incorporated into the specification.
http://www.rtcmagazine.com: “XMC: Enhanced Connector Design Solves Insertion/Removal Stress”
47. Don’t use passive voice. Do use short sentences.
The testing resulted in a recommended
change to the host board connector, which
was agreed upon by the working group and
incorporated into the specification.
http://www.rtcmagazine.com: “XMC: Enhanced Connector Design Solves Insertion/Removal Stress”
48. Don’t use passive voice. Do use short sentences.
The testing resulted in a recommended
change to the host board connector, which
was agreed upon by the working group and
incorporated into the specification.
http://www.rtcmagazine.com: “XMC: Enhanced Connector Design Solves Insertion/Removal Stress”
We recommended a change to the host
board connector. The working group agreed
and incorporated it into the specification.
53. Recommended Reading
Letting Go of the Words
Ginny Redish
The Elements of Style
Strunk & White
The Copywriter’s Handbook
Bob Bly
seocopywriting.com/training
Heather Lloyd-Martin’s SEO copywriting certification course
64. Understand your business.
“Know your goals and business, first... No amount
of copy, design, or organization will save you from
a bad business model, a poor understanding of your
business and audience or lack of a web strategy.
“...If you need someone to help you figure out what
your business model is (aka, what kinds of things you
offer or what your brand attributes are), it’s not
time to hire a writer yet.”
— Tiffani Jones Brown
http://thingsthatarebrown.com/blog/2010/02/before-you-hire-a-writer/
71. Learn more
A few SXSW content panels
Not my job: the ultimate content strategy smackdown
Kristina Halvorson
Intrigue me: writing compelling, credible content
Stephanie Hay
Creation, curation, and the ethics of content strategy
Margot Bloomstein
Content rules
Ann Handley & CC Chapman
72. Thanks!
Special kudos to:
Tiffani Jones Brown — @ticjones
Shanna Cote — @shan
Barbara Aquino — @islandchick78
Staci Brillhart — @imaquirkybird
Lindsey White — http://hopscotchhaiku.com
Molly Rodriguez — @mollyjoon
Hi everyone. First, I want to introduce myself. My name’s Melanie. I’m a word junkie.\n\n
How many of you are designers? developers? website/store owners?\n\nIf you’re a designer who builds websites, your client may ask you to write content. Or, maybe you want to add copywriting to your portfolio of services. \n\nIf you’re a developer, you may be expected to write text for your app.\n\nIf you’re a website owner, you might not have the budget or time to hire a copywriter, so you’re tempted to write your site yourself.\n\nWe’ll talk about whether that’s a good idea.\n\n
Should you write the copy for your project? \nMaybe!\n
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Do you value writing? Are you ready to work hard?\n
First, here are some things you need to consider about your writing ability.\n
Are you a native speaker in the same language as the site’s visitors?\n\nIf not, that doesn’t rule you out automatically. But being a native speaker has huge benefits. \n
More than just avoiding common idiomatic errors, being a native speaker/writer will ensure that you:\n- use language familiar to customers - think about navigation, metadata, and, for apps, form fields\n- which makes his writing more compelling, potentially increasing conversions and\n- helps your navigation make sense. \n
Reading is a great indicator, and determiner, of writing ability.\n\nDo you read voraciously?\n- Do you have an RSS reader set up?\n- Do you read and comment on blog posts?\n- Do you read at least one book a month?\n\nIf you answered yes to all these questions, that’s a good sign.\n
Do you write regularly?\n\nWriting regularly is a huge indicator of whether your writing is going to be understandable to others. \n\nIf so, do others like the way you put things, explains things, and don’t correct your logic and grammar too much?\n
Do you write regularly?\n\nWriting regularly is a huge indicator of whether your writing is going to be understandable to others. \n\nIf so, do others like the way you put things, explains things, and don’t correct your logic and grammar too much?\n
Do you write regularly?\n\nWriting regularly is a huge indicator of whether your writing is going to be understandable to others. \n\nIf so, do others like the way you put things, explains things, and don’t correct your logic and grammar too much?\n
Do you write regularly?\n\nWriting regularly is a huge indicator of whether your writing is going to be understandable to others. \n\nIf so, do others like the way you put things, explains things, and don’t correct your logic and grammar too much?\n
The project has some variables that will determine whether you should write it.\n
Do you understand your audience?\n\nThis works best if you actually are a member of the group you’re targeting. But really understanding your audience works well too (think about freelancer portfolio sites. You know your customers, you’ve worked with them repeatedly.)\n
What’s the scope of your content project? If it’s a 3-4 page brochure site, you’ll probably do fine.\n\nIf you need to write over 10 pages, you should definitely bring in a pro, unless you’re an experienced writer or content strategist.\n
What’s content strategy, you say? Well, you’re in the right place to find out...\n
How important is SEO to the project? If it’s an application, or your own portfolio, perhaps SEO isn’t your biggest concern.\n\nOnline stores and product sites usually want to rank high in search engines. This requires targeting the right keywords and properly optimizing title tags, headlines, copy, links, and other page elements. This is best left to a professional copywriter familiar with SEO.\n
Good prospects for projects that don’t require a professional writer: \nYour own site: you may have a great idea, or want to give readers an idea of how you think or work. \nSmall sites that don’t require a high search engine ranking. (These include sites you plan to get traffic from referrals, and low pagerank sites you’re using to gauge keyword availability.)\n\nIf you want to be a copywriter, these are great projects to cut your teeth on.\n
Okay, so you’ve decided you’re a writer! \n\nHow should you write your project?\n
Don’t just describe.\n
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Web copy, and text in web apps, needs to be actionable. Use verbs.\n
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This web app is a great example. What if it had said, “This is taskboard 10k. We’ve built this web app to help you manage your tasks. You can grab a new card from the deck at the left. You can also use tags to organize your tasks...” \n\nInstead, the copy is imperative and actionable. Notice how revealing it bit by bit makes it more engaging. You’re curious what it’ll say next.\n
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Please, for the love of all that is pure, do not use cliches. No “got x?” or “we mean business” or anything like that.\n\nIt’s okay to put a twist on puns and cliches, but please don’t just use them without putting some type of original twist. That’s just lame.\n
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You go from a 25-word sentence to 2 sentences of 9 and 10 words each.\n
You go from a 25-word sentence to 2 sentences of 9 and 10 words each.\n
You go from a 25-word sentence to 2 sentences of 9 and 10 words each.\n
Please don’t skip this step! Even experienced writers ... and tattoo artists ... make typos.\n
Please don’t skip this step! Even experienced writers ... and tattoo artists ... make typos.\n
Please don’t skip this step! Even experienced writers ... and tattoo artists ... make typos.\n
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Now let’s look at some examples of sites written by designers.\n\nThis site does a great job of helping you understand Shanna’s niche, personality, and style.\n
The steps are easy to understand and the calls to action are clear.\n
Quirky Bird uses fun, irreverent copy to get your attention. She just seems like a cool, laid-back person to work with.\n
Quirky Bird uses fun, irreverent copy to get your attention. She just seems like a cool, laid-back person to work with.\n
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If you can answer these questions before your writer even asks, you can save yourself time, which can save you money. \n\nIf you don’t know the answers to these questions, stop. Proceeding before you understand can cost you lots of money.\n
If you can answer these questions before your writer even asks, you can save yourself time, which can save you money. \n\nIf you don’t know the answers to these questions, stop. Proceeding before you understand can cost you lots of money.\n
If you can answer these questions before your writer even asks, you can save yourself time, which can save you money. \n\nIf you don’t know the answers to these questions, stop. Proceeding before you understand can cost you lots of money.\n
Tiffani Jones Brown also writes about the value of writing. Do not work with a writer just because someone told you to, or someone else is, or because everyone is talking about content on the Internet. Hire a writer only if you understand the value of writing. If you don’t, it’ll be a hassle for you AND the writer. If you want to understand more about the value of writing, read Steve Krug, copyblogger.com, A List Apart, and others. \n
Be available and ready to answer questions. Your writer will probably have some! The quicker you can answer, the more you can collaborate, the quicker they can finish.\n\n\n
Make sure you attend these content panels to learn more.\nBloomstein: Monday at 11 am\nHay: Sat at 11 am\nContent Rules: Sat at 11:30\n