But that principle doesn’t apply on the web. First impressions are central to making and keeping website visitors.

So how do you write web copy that will make that great first impression? How do you make it magnetic? Whether you’re blogging or creating static content for your website, here’s a web copy manifesto that will ensure that you don’t worry about first impressions:

1. Short sentences without extra clauses
2. One main point per sentence
3. Short paragraphs (sometimes even one sentence – breaking traditional grammar rules)
4. Chunking/segmenting – including several sub-headings. This helps your readers scan and find the pertinent information that they are looking for.
5. Bullet points – a great technique that enables scanning – it’s like reading down a list without extra verbiage in it (like phrases and all that extra stuff that make up sentences)
6. Bolding or italicizing – this makes certain phrases stand out – bold or italicize the information that you want your readers to notice while they scan
7. Hyperlinking – making sure that you have text that links your site together for a smooth user experience
8. Using keywords both in titles and subtitles on the page and throughout the text. The closer to the heading or beginning of a paragraph the better. [This technique is not for your readers but for search engines]

If you use these web writing principles, you won’t have to worry about being “judged by your cover.” You’ll be on your way to keeping and then engaging your site visitors.

Have I missed any web writing techniques? What else do you do to magnetize your web copy? Leave me a comment.

Stock Photo Courtesy of

If you liked this post, you might enjoy:

Thoughts on writing naked
Draw and keep your website audience with 4 time tested tactics
Five ways to kick start your writing
Developing web content through play

This past week, I attended a Narrative Design Lab ™, hosted by the Canadian Centre for Narrative Coaching and animated by Dr. David Drake. In this one-day intro lab, we had a ton of fun playing with new ways of imagining our businesses.

Today I’ll share a couple of creative exercises that we played with (that you can use) so you can get your creative juices flowing when thinking and writing about your business.

Only one caveat: These exercises should be done in groups.  So if you have a social learning group or another business group, inject these for a double dose of play and insight.

Warm-Up: Narrative Improv

We warmed up with a fun improvisation game. In groups of 3-4, one member of the circle started a story and talked for about 30 seconds.  David stopped each story-teller and the second person was to pick up the story “thread” from where the previous person left off.  The game continued until everyone had a turn at helping the story emerge.  Then we talked about

• How did the story evolve?
• Were you satisfied with it?
• What did this exercise tell you about narrative? About yourself?

I felt my creativity kicking in and I was opening to new and deeper insight as well.

Using Metaphor to Write About Your Business

Next we were asked to write the first word that came into our heads (concrete noun or a place) on a recipe card or two and hand them in to one person.  Then we were to select one card and write how our business is like a ___________ (whatever the word may be).  The word I selected was “bicycle.”  How was my business like a bicycle? Here’s my list:

[table id=10 /]

From this list David asked us to circle the one word/phrase that most intrigued us.  I chose “a great ride!”  Now how does that phrase transform how I look at my business?? What if that phrase was my tagline? How do I look at my business now?

My take on my business metaphor

Well, developing web content is a process.  There is a give and take – a dialogue between me and my clients.  I care a great deal about the experience that people have when they work with me so – working with me is a great ride.

What does this mean for you?

Playing in this space will give you:

1. Freshness: Use these exercises to uncover new ways to think about your business, your products or your services
2. Creativity: Flowing with your creative juices unleashes new possibilities and invigorates your work
3. Fun: You have to work but make your work fun. These exercises encourage creativity and fun with the added bonus of unearthing new insights and creating inspired business results. That’s a winning combination in my mind

What process do you use to create content? Is it working for you? If not, what would you like to try?

Photo Credit

Why don’t we do that? Seth Godin says fear and I agree.  I am afraid to say it like it is.  Often.   And sometimes I don’t have an opinion but I still want to say something.   There’s a lesson in that.

However, I think there is more.  But you be the judge.

Greek or Latin?

Writing naked is hard

It’s hard work to pare down to the naked message. It’s easier to meander through flowery language and leave it there.  Writing naked requires severe editing.

We love our writing

Writing naked means that we have to slash our beloved words.  Writing naked means no pontificating.

Writing naked requires that we know what we want to say

Sometimes we write bunches of text because we don’t know our point. If we knew, we could be to the point.

Writing Naked can upset your client

I write content for clients. My clients expect a certain amount of text.  Here is where quality trumps quantity.  I often eliminate site text that does not add information.

One last reflection on writing naked: sometimes writing naked can shut down feedback.  And if it is feedback that you want – watch your naked writing.

So do you think fear is the only reason. Or do I make a point?

If writing seems hard, it’s because it is hard.  It’s one of the hardest things people do.
William Zinsser

Writing is so difficult that I feel that writers, having had their hell on earth, will escape all punishment hereafter.
Jessamyn West

Easy reading is damned hard writing.
Anonymous

At one time or another we’ve all struggled with putting pen to paper.  We’ve paced up and down with writer’s block.  And we’ve written and deleted multiple times.  Writing is challenging because it requires not just the writing part but the researching, thinking, planning and organizing parts.

So I thought that I’d share some of the tricks that I use when putting together a piece of writing – whether for the web or print.

Get clear on what you want to write about

Know your core message. Take a few minutes to write the central point you want to make. Write out the nutted- down version of what you want to get across to your audience.  I began this post with my title – knowing that I wanted to share strategies I use to trigger the writing process. At this point, don’t worry about writing the EXACT words that you want to use – just be clear on what you want to convey.

Test your thinking

Test your thinking on a friend. Don’t have a conversation, though.  Write your thoughts down in an email and ask for feedback.  The act of writing will help you clarify what you want to say and will start you on the path of finding the words that will best put your message across.

Use an image to jump start your writing

I work with a web designer who can’t begin to find the right words until she has nailed down the image. She cannot settle down to write until she has created the image that best

Write in your authentic voice

Now this isn’t exactly a block issue but trying to write in a voice that is not your own, is the quickest way to dry up your creative juices.  One of the greatest advantages to blogging vs. other business writing is blogging’s informality. Blogging allows you the freedom to write in a “stream of consciousness” style.

Write it and leave it

Sometimes I walk away from what I have written. Sat on the text for a day. Next day, I come back – read it through completely and then think about editing.  I resist the temptation to make changes before I’ve re-read the whole text.  I suggest you do the same thing. Beginning the edit before reading the entire piece might lead you to make unnecessary changes.

Secret Sixth: Save the Original

This tip isn’t exactly about getting the writing process going. It’s more about keeping it going. If you can’t resist the temptation to edit immediately when you open the text, do yourself a favour; edit a second saved version of your text. Let’s say you begin an edit and you regret changes, you can always go back to the original – no matter how many changes you’ve run through the document.

If you’re writing right in your blog and not in a Word or Open Office doc, you can always restore your last night’s version through the WP stored revisions. But that’s a little more of a hassle because you’ve lost your NEW version.

How do you kick start your writing process? Do you have hard and fast rules that you use to make sure that you write or finish that blog?  I’d love to know.  I think we’d all love to know.

Photo Credit Derrick T

The site, Which Test Won features a weekly real-life test on which you can vote.  Once you take a close look at two pieces of similar marketing copy, you are asked to select which version you believe prompted the greatest response.

Background on Which Site Won

Which Test Won is a site owned by Anne Holland Ventures – “a B2B publishing and professional education firm. Our experts create content, events, and courses that help businesses grow.”  As content creators, they promote testing as a marketing best practice.

Testing my ability to identify effective copy

As a copywriter, these tests make me ‘analyze’ copy.  What is about the copy that has moved people to action?  Some principles that come up repeatedly are:

• Engaging your readers through story-telling
• Scannable text (yes formatting matters)
• Accessible language
• Spell-out benefits or positive outcomes as a result of taking action

Take the copy test

If you’re a wordsmith who likes to play games and challenge yourself, these short weekly tests and the ensuing dialogue are a great way to hone your thinking and skills.

Are you interested in taking the tests? Do you think that you’d learn anything from them? Let me know…

If you sign up for the tests, we can compare our results and talk about why we voted for Version A or B.  Or we can talk about whether it was a good test – some are better than others.

If you want to take the test, go to Which Test Won. BUT leave a comment first…

In his reveal, Steve Jobs reminded us that the iPad 2 is not an upgrade of the existing iPad but a completely dramatic redesign. Most important features of this new tool/toy include:

• 2 x faster
• all-out-graphics performance improvement
• Sleeker and lighter

I’m not writing this post to give free advertising for the new Apple iPad 2. I’m writing this because of the release of the iPad 2 reminded me that there is an increasing push into mobile browsing.  If you are providing web content, you need to be aware of how your site looks on mobile networks and if necessary, address site issues mobile browsing might create.  The last thing you want it to drive someone to another site because yours isn’t working!

So, since the Canadian release of iPad 2.0 is tomorrow, I thought you might want to check out how your site will display on iPads using The iPad Peek. Just type in your URL in the browser and hit enter. Voila!

The iPad Peek is a handy web tool for you to check how your site displays on mobile web browsers. There’s one drawback that I am aware of however; the iPad Peek doesn’t offer a completely “real” iPad experience – so your viewing isn’t 100% accurate (for example, Flash won’t work on an iPad but Flash will display on iPad Peek). But it comes pretty close and if your site doesn’t have Flash, I think it realistically displays how your site will show up.

If you are interested in a more realistic look at your site, you can check out Mashable’s post on the iPad Peek. At the end of his post, he explains – in tech talk – how to disable Flash in your browser.

Are you thinking about mobile browsing? Are you doing something about it? If so, what?

Welcome to www.dawncomber.com – my new website. After many rewrites and redesigns, I am now the resident blogger for my writing and editing website.

I’m Dawn Comber – an experienced, professional writer. I provide creative, affordable writing and editing services for clients – for print and for the web.  I always begin by conversing with you to understand your needs, and then I help you to converse, communicate and connect with your customers.

Most of my clients are in Toronto, Mississauga and Oakville, but the beauty of technology and the Internet allows me to work with small businesses, non-profits and people just about anywhere.