Top tips on writing for websites
- Short: It takes 25% longer to read the same text online as it does in print – so aim to make your text 50% shorter.
- Long: On really critical pages where you are focusing your SEO efforts though, try to include around 250 words of copy to make sure that Google deems it credible and weighty enough to list.
- Fast: Users take around 1.5 seconds to make up their mind as to whether to bother reading a web page – so get to the point fast and answer their needs (not yours) in the first sentence – tell them what’s in it for them, how your products or services can improve their lives, and give them a clear reason to read on.
- White space: Split your copy up as much as possible – use plenty of bullet points and short sentences. Split long paragraphs into shorter ones – white space is critical to help people process what they are reading.
- The F plan: Research shows that people read websites in an F pattern – they skim the top line, then look down the left hand side of the page and then read across to the right if the copy interests them. If you can, load the key search terms in the first paragraph (this will also help your SEO) and include phrases of interest as the first word on each line. (Google ranks the first couple of words of each paragraph more highly).
- First impression: Check the first page that people will see if they search for your search terms and click through from your natural search results listing – it is not necessarily your home page. Make sure it’s a good first impression.
- Blog: Always include a blog – Google loves them and it gives you a reason and a reminder to keep your web content fresh.
- Keyword density: You should be aiming for a keyword density of between 5% and 8% of the copy on each page to be your key search terms. This should give Google what it needs to register and list your site in natural search results without creating stilted copy that sounds like an advert.
