 5 Facts That Will Have You Re-Writing Your Website In A Hurry
First Published: March 2003
Last Update: March 2003
Author: Aran S. Kay http://www.professionalcopy.ca
Do you know the differences between writing copy for the web and writing copy
for print?
Some of the answers will go against your intuition and against cultural
norms. But, these facts detail how people read on the web.
There's no use in arguing against them.
Instead we should embrace them and use this knowledge to our advantage.
Here's what the facts are and how they're going to affect your website.
1) Where Do Eyes Go First When Your Homepage Comes Up?
Contrary to what you might think, it isn't towards the graphics or photos
like in print advertising. Instead your prospects eyes will first go to the
copy. Specifically your headline and sub-heads. Therefore, your first chance to
engage the prospect is through copy. Not graphics.
Seeing as most web users look at a web page for only 3-15 seconds before
deciding whether to stay or move on. The fact that they look at copy first has
massive implications for your website. Fancy graphics won't make a prospect stay
on your website. But a really strong headline and strong sub-heads will.
2) How Much Of Your Copy Do Users Actually Read?
The fact is that online users, on average, read 75% of the length of any
given page. This is big news because most web pages will have the important
conclusions, calls to action, and order information on the bottom 25% of any
given page. That's a big no-no. Because it will never get read.
You have to have your call to action and order information presented early on
your web page to ensure it gets read.
3) Why Do Most Banner Ads Produce Poor Click-Through Rates?
1.25 seconds. That's how long an average user will look at your banner ad.
That's just enough time to perceive one image or 6 words (based on college
student's average reading speed of 350 words/minute).
Therefore, banner ads that have animation, taking 4-5 seconds to run through
a cycle, or more than 6 words must be reconsidered. However, if you really must
keep your animated banner ad because "it just looks so cool!" I would
suggest that you at least keep your company logo visible throughout the entire
animation sequence.
4) Why Is Reading Online More Frustrating Than Reading Print?
Turns out that reading from a computer screen causes a person's reading speed
to slow by 25% when compared to reading print. That means reading long copy can
be very frustrating online. Break up the copy to help users through.
Have a few one line paragraphs.
Use headlines and sub-heads to summarize information. So users who are tired
of reading word-by-word can quickly scan the rest of your document.
5) Are Your Web Page Users Not Getting The Whole Picture?
If you haven't made your web page truly scannable, prospects to your site may
only be getting part of the sales message. Only 21% of online users read
word-by-word. The other 79% scan a web page headline to headline. Sub-head to
sub-head. Picking up only the larger, bolded or italicized copy.
Your sales message has to be read both by scanners and word-by-word readers.
Therefore all your major selling points, benefits, call to action and order info
must be in easily scannable type.
Otherwise your website will only generate 21% of the sales it could be. And
for the money you put into your website, that's not good enough.
So, if online reading is so different from offline reading. Clearly your web
copy has to follow suit. Take home message? Make sure your website is performing
on all cylinders. Have a professional web writer write your website. It will
save you money in the long run.
About The Author
Aran Kay is a marketing consultant and freelance copywriter with experience
working for Nintendo, Direct Energy, Kellogg's and more. He has written numerous
marketing articles and includes a selection of them on his web site. www.ProfessionalCopy.ca
is also your source for "The 52 Best Marketing Web Sites." It's a
great resource and yours FREE just for visiting his web site.
Web Site: http://www.professionalcopy.ca
E-mail: copywriting@professionalcopy.ca
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