The Copywriter – November 2011

by Stratton Craig

image overlay

“Almost overnight, the internet’s gone from a technical wonder to a business must.”
Bill Schrader
Digital. It’s a whole new world; one that exploded sometime between the development of computers in the 1950s and Twitter’s fifth birthday this year. Today at least one in three members of the world’s population uses the internet (Internet World Stats).
But in the midst of the digital revolution, has the way we use words been overlooked?
“Simplicity is the ultimate sophistication.”
Leonardo Da Vinci
It’s been proven that when reading information online, just 16% of users read word for word and around 79% will scan or skim. Why? Because people have grown accustomed to the speed and immediacy of the internet. And they want that speed at every online interaction.
So, whatever you’re saying, make it quick, clear and concise. Your page or email headline gives the perfect opportunity to let your audience know what to expect from you. Capture their imagination, generate some intrigue and they’ll be much more likely to keep reading.

Golden rules

Short words and paragraphs are more engaging than long ones.
Be creative in how you present your text – bullet points, graphics, charts and subtitles all help to break up copy.
Ideally use no more than 250 words per page – avoid the need for a scroll bar.
Google’s algorithm update will affect 35% of searches
Last month Google announced that it has updated its search algorithm, and consequently this will affect 35% of internet searches.
The update builds on previous changes to ensure content is up to date, relevant and unique. This is particularly important in crowded markets where there is a tendency to churn information and where new, ‘fresh’ content is vital – news stories or consumer reviews, for example.
So, there’s an additional challenge on the horizon for digital creatives – new and unique content has never been more important.
Did you know?
Between 2000 and 2011 the number of worldwide internet users increased by 480.4% to over two billion (Internet World Stats)
In 2010 107 trillion emails were sent
(Royal Pingdom)
As of September 2011 around 50 billion web pages are indexed by Google, Yahoo! and Bing (World Wide Web Size)

Sign up to hear from us