Web Words That Work: Writing Online Copy That Sells

Write great search-optimized, customer-optimized web copy! (No experience? No problem!)   Need to put together a website? Or post to your company’s Facebook page? Or write a great Google AdWords ad? You know it’s important. Your image is at stake. Maybe a lot ofmoney, too. But you’re not a professional web copywriter. Where do you start? Right here. Million-selling author Michael Miller will teach you, show you, guide you–even if you’ve never done it before!   Think you can’t write? Hate to write? Forget school: Here are all the professional-quality online copywriting tips and tricks you need right now. Miller will help you find your voice, organize your message, use links, get great search results, and a whole lot more. Best of all, you’ll learn how to grab hold of people in seconds–because that’s all the time you’ve got!   • The perfect web copywriting guide for every entrepreneur, small businessperson, blogger, and website owner • Keep it short, keep it simple! • Think like your readers, fire them up, and get them to act! • Write text that search engines and humans will both love • Be absolutely clear! Squeeze all the confusion out of your content • Make sure you know just enough grammar and punctuation • Combine text and visuals to make them both work better • Choose the right delivery formats • Integrate your copy into an existing web page design • Work well with web designers and developers   Detailed, expert guidance for writing: • Web pages • Online articles • Blog posts • Social media updates • Web ads • Email promos & newsletters • Online press releases • Online help & FAQs • Smartphone & tablet content • Web interfaces   Michael Miller has written 100+ non-fiction books, including The Ultimate Web Marketing Guide; B2B Digital Marketing; Using Google® AdWords and AdSense; Using Google® Search; The Complete Idiot’s Guide to Search Engine Optimization; Sams Teach Yourself Google Analytics in 10 Minutes; and Facebook for Grown-Ups. Miller’s books have sold more than one million copies worldwide. He has earned a reputation for clearly explaining technical subjects to non-technical readers, and offering exceptionally useful real-world advice on complex topics.  

Table of Contents:
Introduction 1 I ONLINE COPYWRITING 101 1 What’s Different About Writing Online Copy? 7     Examining the Different Types of Online Writing ..........................8     Why Online Writing Is Like Any Other Type of Writing ........10     The Unique Challenges of Online Writing ........................................11         Reader Attention Spans ..........................................................................11         Instant Gratification ..................................................................................12         They’re Not Readers, Really .................................................................13         Screen Issues ..................................................................................................13         Interactivity .....................................................................................................15         Search Engine Considerations ............................................................15     What If You’re Not a Writer? .....................................................................16 2 Punctuation, Grammar, and Other Rules to Live By 19     Why Punctuation and Grammar Matter—Even Online ...........20     Practicing Proper Punctuation ..................................................................20         Periods ...............................................................................................................20         Question Marks ............................................................................................21         Exclamation Marks ....................................................................................21         Commas ............................................................................................................22         Apostrophes ...................................................................................................24         Semicolons ......................................................................................................26         Colons ................................................................................................................27         Dashes ................................................................................................................27         Quotation Marks .........................................................................................28         Parentheses .....................................................................................................28     Getting Grammatically Correct .................................................................29     Capitalizing Correctly ......................................................................................32         Capitalization Styles ..................................................................................32         First Words and Proper Nouns .........................................................32     Using Active Voice ............................................................................................33     Dealing with Gender Issues .........................................................................34     Proofreading Before You Publish.............................................................36 3 Conveying Confusing Content, Clearly 39     Who Are You Talking To? ...........................................................................40     And What Are You Talking About? ......................................................40     Translating Complex Topics to Plain English ..................................40     Limiting the Detail .............................................................................................42     Conveying Benefits, Not Features ............................................................43     Using Examples ...................................................................................................44     Writing Step-by-Step Instructions...........................................................44     Avoiding Jargon and Industry Speak .....................................................46     Writing in a Conversational Style ............................................................48 4 Keeping It Short and Simple 49     Why Shorter Is Better ......................................................................................50         Computer Monitors Aren’t Made of Paper ................................50         Resolution Is Poor ......................................................................................50         Screen Sizes Are Small .............................................................................51         Attention Spans Are Short ....................................................................52         It’s What We Expect .................................................................................52     Keeping It Chunky ............................................................................................53     Writing Shorter Sections ...............................................................................54     Writing Shorter Paragraphs .........................................................................55     Writing Shorter Sentences ............................................................................57     Writing Shorter Words ...................................................................................58 5 Organizing Your Content 61     Putting the Most Important Stuff First .................................................62     Breaking Your Copy into Multiple Pages ...........................................64     Using Headings....................................................................................................65     Creating Bulleted and Numbered Lists ................................................66         Bulleted Lists ..................................................................................................67         Numbered Lists ............................................................................................68     Using Tables (or Not) ......................................................................................69 6 Firing Up Your Readers 71     Figuring Out What Fires Them Up ........................................................72     Engaging the Reader .........................................................................................72     Keeping It Short—and Making It Clear ...............................................73     Getting to the Point ..........................................................................................74     Making Promises ................................................................................................74     Solving Problems ................................................................................................74     Telling a Good Story ........................................................................................75     Using Action Words .........................................................................................75     Including a Call to Action .............................................................................76 7 Finding Your Voice 79     Giving Your Content a Personal Voice ................................................80     Choosing the Right Style ...............................................................................81         Match Your Style with Your Image .................................................81         Match Your Style to Your Content ..................................................82         Match Your Style to Your Audience...............................................82     Employing a Professional Style ..................................................................83         When to Use a Professional Style .....................................................83         How to Employ a Professional Style ...............................................83     Using a Personal Style .....................................................................................84         When to Use a Personal Style .............................................................84         How to Write Conversationally .........................................................85 8 Incorporating Visuals 87     Why Visuals Are Important ........................................................................88     Choosing the Right Type of Visual .........................................................90     Using Clip Art ......................................................................................................91     Using Line Drawings ........................................................................................92     Using Photographs ............................................................................................94     Using Charts ..........................................................................................................97     Using Infographics ............................................................................................99     Using Animations ........................................................................................... 100     Using Videos ...................................................................................................... 101 9 Utilizing Links and Outside Content 103     How, When, and How Often to Link ................................................. 104         How to Add a Link ................................................................................. 104         What to Link To ....................................................................................... 105         When (and How Often) to Add Links ....................................... 106     Embedding Images and Other Content from the Web ........... 107         How Embedding Works ...................................................................... 108         What Can You Embed? ....................................................................... 108         Should You Embed Content from Other Sites? .................... 109     Understanding the Legalities of Linking and Embedding ..... 110         Linking Is Legal ......................................................................................... 110         Embedding...Not So Much ................................................................. 111         Should You Worry? ................................................................................ 111 10 Optimizing Your Copy for Web Search 113     How Online Search Works—and Why It’s Important ............ 114         Why High Rankings Are Important ............................................ 114         How Search Results Are Ranked .................................................... 114     Understanding Search Engine Optimization ................................. 115     What Search Engines Look For .............................................................. 117         Keywords ....................................................................................................... 117         HTML Tags ................................................................................................. 118         Links ................................................................................................................. 118     Optimizing Your Site’s Content ............................................................. 119         What Is Quality Content? ................................................................... 119         Why Does Quality Content Matter? ............................................ 120         Providing Authoritative Information .......................................... 120         Writing Engaging Copy ....................................................................... 121     Crafting SEO-Friendly Content ............................................................. 122     Working with Keywords ............................................................................. 123         Performing Keyword Research ....................................................... 123         Determining the Right Keyword Density ................................. 124         Writing Keyword-Oriented Copy ................................................. 125 II WRITING FOR DIFFERENT VEHICLES 11 Writing Web Pages 127     Writing for the Browser Window ......................................................... 128     Keeping It Short for Scanners.................................................................. 130     Organizing Your Content Hierarchically ......................................... 131     Linking for Scannability .............................................................................. 132     Embracing SEO ................................................................................................ 132         Use Those Keywords—In the Right Places.............................. 132         Put the Most Important Stuff First on the Page ................... 132         Use Headings and Subheadings ...................................................... 133         Use Text, Not Pictures (or Videos or Flash) ........................... 133         Don’t Over Optimize ............................................................................. 134 12 Writing Online Articles 137     What Online Articles Do Best ................................................................. 138     Writing Engaging Headlines .................................................................... 138         Short Headlines Rock ............................................................................ 138         Engage the Reader ................................................................................... 139         Optimize Your Title ............................................................................... 139         Make Every Word Count .................................................................... 139     Keys for Better Online Article Writing.............................................. 140         Shorter Is Better ........................................................................................ 140         Make It Scannable ................................................................................... 140         Don’t Bury the Lead ............................................................................... 140         Adapt Your Writing Style ................................................................... 140     Don’t Forget the SEO .................................................................................... 142 13 Writing Blog Posts 143     Getting Personal ............................................................................................... 144     Establishing a Personal Style .................................................................... 144     Focusing on the Title .................................................................................... 145     Engaging Readers with Your Introductory Paragraph ............ 146     Keeping It Short—But Not Too Short ................................................ 146     Optimizing Your Blog and Posts for Search .................................. 148     Optimizing the Blog Template ........................................................ 148     Optimizing Individual Posts ............................................................. 149 14 Writing Social Media Updates 151     Understanding How Social Media Work ......................................... 152     Keeping It Short ............................................................................................... 153         There Are Limits... .................................................................................. 153         Say One Thing, and One Thing Only ......................................... 154         Remove Excess Verbiage ..................................................................... 155         Use Simpler Language .......................................................................... 156     Setting the Tone ............................................................................................... 156     Engaging Readers, Socially ........................................................................ 157     What to Post? ..................................................................................................... 158     Writing for Facebook .................................................................................... 159         Short Posts are Better ............................................................................ 159         Don’t Forget the Links .......................................................................... 160         Utilize Images ............................................................................................. 160         Keep It Personal ........................................................................................ 161         Use Proper Punctuation and Grammar..................................... 161     Writing for Twitter ......................................................................................... 162         Keep It Short—No, Shorter Than That, Even ........................ 162         Shorten Those URLs .............................................................................. 163         Mention Other Users ............................................................................. 163         Use Hashtags............................................................................................... 163         Include Images—Sort Of ..................................................................... 164     Writing for Other Social Networks ...................................................... 164 15 Writing Email Newsletters and Promotions 167     Composing the Subject Line ..................................................................... 168         What Subject Lines Must Do ............................................................ 168         Be Concise .................................................................................................... 168         Put the Important Stuff First ............................................................ 169         Describe the Content ............................................................................. 170         Use Language Appropriate to the Reader ................................ 171         Create a Sense of Urgency .................................................................. 171     Writing Email Newsletters ........................................................................ 172         Short Stories; Lots of Links ................................................................ 172         Include Timely Content ....................................................................... 172         Expect Knowledgeable Readers—with         High Expectations............................................................................. 172         Create Compelling Headlines .......................................................... 173     Writing Effective Promotional Emails ............................................... 174         Keep It Short and Chunky ................................................................. 175         Use Actionable Language.................................................................... 175         Invite Action ............................................................................................... 176     Following Through with Your Landing Page ................................ 178 16 Writing Online Ads 179     Understanding Different Types of Online Advertising ........... 180         Text Ads ......................................................................................................... 180         Display Ads .................................................................................................. 182         Interstitial Ads ........................................................................................... 183     Writing Effective Copy for Text Ads .................................................. 184         Writing a Compelling Headline ..................................................... 184         Writing Compelling Copy .................................................................. 185         Including a Call to Action .................................................................. 186         Including Targeted Keywords .......................................................... 187         Writing Efficient Copy ......................................................................... 187         Considering the Right URL ............................................................... 188 17 Writing Online Press Releases 191     How Online PR Differs from Traditional PR ................................ 192         Influencing the Influencers ................................................................ 192         Influencing the General Public........................................................ 192         Influencing Google ................................................................................. 192     Writing for Consumers ............................................................................... 193         Target Benefits, Not Features ........................................................... 193         Speak Directly to the Public .............................................................. 194         Watch the Grammar and Punctuation....................................... 196         Include All Necessary Information ............................................... 196         Include a Call to Action ....................................................................... 196         Include Consumer Contact Info .................................................... 197         Consider the Format .............................................................................. 197     Writing for Search Engines ....................................................................... 199 18 Writing Online Help Files and FAQs 201     Understanding the Goals of Online Help ........................................ 202     Getting to Know the Target Audience (and Their Problems).... 202     Planning and Presenting Your Content ............................................ 203     Thinking Like the Customer .................................................................... 204     Showing Readers How to Do Something ......................................... 205     Answering Frequently Asked Questions .......................................... 205     Categorize and Prioritize .................................................................... 206     Not Every Question Belongs in a FAQ ...................................... 207     Keep the Answers Short ....................................................................... 208 19 Writing Web Interfaces 209     Planning Your Navigation ......................................................................... 210         Devise a Hierarchy .................................................................................. 210         Be Intuitive ................................................................................................... 211         Think Like the Customer .................................................................... 212         Employ Different Entry Points ........................................................ 212         Be Consistent .............................................................................................. 213         Let Them Know Where They Are ................................................. 213     Titling Your Pages .......................................................................................... 214         Why Titles Matter ................................................................................... 214         Determining Title Length ................................................................... 215         Determining the Best Title ................................................................. 215     Captioning Buttons, Menus, and Links ............................................. 216     Writing Helpful Error Pages .................................................................... 217 20 Writing for Mobile Devices 219     Why Mobile Matters ..................................................................................... 220     What’s Different About Copywriting for Mobile ....................... 221         Working with a Smaller Screen....................................................... 221         Target Marketing ..................................................................................... 221     Creating Mobile-Friendly Websites ..................................................... 222         Reduce the Number of Elements ................................................... 223         Orientation Matters ................................................................................ 224         Text Instead of Images.......................................................................... 225         Minimize Text Entry.............................................................................. 226         Think Like the Customer .................................................................... 226     Writing Effective Mobile Copy ............................................................... 227         Keep It Short(er) ....................................................................................... 227         Be Direct ........................................................................................................ 229         Front Load Your Content ................................................................... 230 III GETTING IT DONE 21 Determining the Right Delivery Formats 231     What Works Best as HTML ..................................................................... 232         What HTML Doesn’t Do Well ........................................................ 232         Not for Downloading ............................................................................ 233         So What’s HTML Good For? ........................................................... 233     What Works Best as a PDF Document ............................................. 234         Designing for PDF Viewing .............................................................. 234         When to Distribute Content as a PDF File .............................. 235         When Not to Use PDF .......................................................................... 236     What Works Best as a Word Document .......................................... 237         Sharing Documents ................................................................................ 237         Easy-to-Create Documents ................................................................ 238         Editing and Collaboration .................................................................. 238     Other Types of Documents ....................................................................... 238         Ebook Formats .......................................................................................... 238         Image Formats ........................................................................................... 239         Other Microsoft Office File Formats ........................................... 239 22 Dealing with Web Page Design 241     Understanding HTML ................................................................................. 242         What HTML Is .......................................................................................... 242         How HTML Works ................................................................................ 242     What You Can—and Can’t—Do with HTML .............................. 244         HTML Can Do a Lot ............................................................................. 244         HTML Doesn’t Guarantee Display Integrity .......................... 246         HTML Doesn’t Display All Special Characters ..................... 246     Working with Images ................................................................................... 246 23 Working with Technical and Design Staff 249     Who’s the Boss? ................................................................................................ 250     Why Marketing Should Run the Show .............................................. 250     Focus on Content—Not Design or Technology .......................... 252     How to Lead the Team ................................................................................. 253         Assess Your Skills..................................................................................... 254         Assign Responsibilities ......................................................................... 254         Functioning as Site Editor .................................................................. 256         Managing the Project ............................................................................ 256 24 The Final Word: Think Like the Reader 259     Everything’s Important, But Some Things More So ................. 260     Give Readers What They Want .............................................................. 260     Presentation Matters ..................................................................................... 261     Writing Web Words That Work ........................................................... 262 IV APPENDIXES Appendix 200 Web Words That Work 265 TOC, 9780789750594, 12/5/2012  

About the Author :
Michael Miller is a successful and prolific author with a reputation for practical advice, technical accuracy, and an unerring empathy for the needs of his readers. He is known for his casual, easy-to-read writing style and his practical, real-world advice—as well as his ability to explain a wide variety of complex topics to an everyday audience.   Mr. Miller has written more than 100 best-selling nonfiction books over the past two decades. His books include The Ultimate Web Marketing Guide, B2B Digital Marketing, YouTube for Business, The Complete Idiot’s Guide to Search Engine Optimization, Online Marketing Heroes, Teach Yourself Business Plans in 24 Hours, 80/20 Guide to Effective Presentations, Webster’s New World Vocabulary of Success, and Management Secrets of the Good, the Bad, and the Ugly. He has also written hundreds of articles for various websites and served as a consultant on the design of many others.