Writing for the Web
It's not like reading a book. Clients scan for content, they're wanting to pick up quickly.
It's why headings and sub headings (as well as images) are so important to get your message across quickly.
Clients scan for headings and images
Studies show that people read differently online than they do when they read a book. Typically web users will scan for information. In one study of online reading behavior it was found that “on the average webpage, users have time to read at most 28% of the words during an average visit; 20% is more likely”.
Identify why your vistors are here
Users arriving on your site have come with a specific task in mind. When developing your site's content, or even asking us to help it's important to know what's trending and what your clients will typically be looking for.
If your website doesn't help them find easily what they're after, they'll soon leave.
What's trending?
It would be hard to miss the new pension changes and pension freedoms that came into effect during April 2015. Trending topics are typically “What can I do with my pension?” and “How much do I need for my retirement?”
Identify your clients' interests and write good content
Try and use:
- Clear Landing Page(s) for trending topics or home page
- Headings and sub headings
- Structured content
- Engage your users with images and infographics
- Make the content appropriate for your clients's level of understanding
- Break your content down into sizeable chunks
- Remember that questions can be particularly effective
5 Key components of a good landing page
- Clear heading describing what you do
- Include a prominent value proposition
- Vital information above the fold
- Calls to action
- Make your content visually engaging - engage your audience!
What we ask Financial Advisers
Whenever an IFA or Financial Planners comes to us for a website, we always ask the question: What services are you looking to promote? What would your clients like to see and use most?