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What you need to know about copywriting for the web

People tend to skim content rather than reading it word-for-word. That doesn’t mean they don’t appreciate good content–they prefer the content they need when they need it. No more no less. That’s especially true when it comes to reading from a computer screen. Most people skim-read main points and that’s why copywriting for the web needs to be different.

It needs to be clear and concise.

Joseph M. Williams researcher of English language and the author of Style Toward Clarity And Grace advised that whenever possible you should try to compress several words into a word or two, and be on the alert for opportunities to do so.

In the book he provided the following examples of common phrases and expressions that can and should be compressed to achieve a clear and direct style [this would especially apply to web copywriting].

A simple rule of thumb… don’t use the words on the left when the ones on the right will do!

  • the reason for
  • for the reason that
  • due to the fact that
  • owing to the fact that
  • in light of the fact that
  • considering the fact that
  • on the grounds that
  • this is why
 because, since, why

 
  • despite the fact that
  • regardless of the fact that
  • notwithstanding the fact that
 although, even though

 
  • in the event that
  • if it should transpire/happen that
  • under circumstances in which
 if

 
  • on the occasion of
  • in a situation in which
  • under circumstances in which
 when

 
  • as regards
  • in reference to
  • with regard to
  • concerning the matter of
  • where___________is concerned
 about

 
  • it is crucial that
  • it is necessary that
  • there is a need/necessity for
  • it is important that
  • it is incumbent upon
  • cannot be avoided
 must, should

 
  • is able to
  • is in a position to
  • has the opportunity to
  • has the capacity for
  • has the ability to
 can

 
  • it is possible that
  • there is a chance that
  • it could happen that
  • the possibility exists for
 may, might, can, could

 
  • prior to
  • in anticipation of
  • subsequent to
  • following on
  • at the same time as
  • simultaneously with
 before, after, as

 
  • increase
  • decrease
 more, less/fewer; better, worse

 

In summary, stop worrying yourself over the long vs short copywriting dilemma–make sure your copy is clear, concise and relevant to your reader.

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