Epiphany Editing & Publishing

I’ve just completed the design work on a new WordPress website for a local Brisbane circus school – Claire’s Circus School. Claire’s main requirement for her new site was that the web design and content convey all the relevant information as simply and clearly as possible. This would then mean that potential students and/or parents would be able to find answers themselves to many of their questions about the school’s current programs rather than phoning – a real timesaver for her!

An important aspect in creating a well-designed website involves devoting time and effort to ensuring that your written content is compelling, accurate and attractively presented.  Below is a list of a six basic tips to help you hone your online writing skills:

1. Use compelling titles & sub-headings

When scanning a web page, readers use titles and sub-headings as signposts to quickly identify content which is of interest to them. Highlighting key information by effectively labelling your content provides readers with a clear insight into the contents of your page.

2. Ensure your written content is reader friendly

Your content will be more appealing and simpler to read and digest if you break up large chunks of text into manageable bite size pieces, and incorporate bullet points, tables and relevant images. Ideally a single web page should include no more than 600 words so that readers can quickly scan the content.

3. Identify your target audience

Before embarking on writing copy for your web page it’s essential to identify your target audience. This will allow you to adapt the tone and language of your written copy appropriately for your readers.

4. Position important information above the page fold

As readers usually decide on the usefulness of a web page in as little as three seconds, it is beneficial to position key content in highly visible areas of your site. By placing this information above the page fold, it will be instantly visible without the need for  scrolling down the page or clicking on a hyperlink.

5. Be consistent

Using consistent fonts, terminologies, spellings and abbreviations within your website content will make reading more enjoyable for visitors and help to maintain their attention.

6. Incorporate keywords in every web page

Whilst it’s important to use keywords throughout your copy for SEO purposes, strategically placing keywords at the start of titles and within paragraphs will help reassure readers that your site is relevant to their search. This in turn should encourage further engagement with your website content and help improve visitor retention rates.

Kirsty Ogden is a professional editor and graphic designer. She is passionate about helping people to create a powerful marketing message to boost their business success.