Here is how to write web copy!

What is web copy?

You are in the process of developing a website or an online course. It is not surprising if you are wondering whether writing online copy is different from writing offline content. We can be very brief about the answer: yes. There is a reason why writing for the web is a distinct discipline.

When we talk about web copy, we are referring to text specifically written for the internet.

There is a simple reason why it is important to write web copy differently than you would 'normal' text. If you choose to share your knowledge via the internet, you face a significant challenge. The attention span of someone using the web is many times shorter than that of someone reading a book. Instagram, Facebook, and other fast-paced content are just a few clicks away from your website or online training.

The competition with social media is fierce, but it is certainly not impossible to win! You just need to ensure that the reader stays motivated. And you do that by writing rock-solid web copy. Below are 5 tips to help you with this.

Want to know more about e-learning first? Then read: what is e-learning?

Writing web copy for your course: 5 handy tips!

1. Shorter web copy is better

As a trainer or website developer, you want the reader to process as much information as possible. Short sentences are ideal for this. By building in more pauses, you give readers the opportunity to process the information. This prevents them from dropping off. Because, as we mentioned earlier, distraction is always lurking online. You have to make it as easy as possible for your readers, or you will lose them.

Example of less effective web copy:

‘Although it is not always easy to summarize your message concisely, especially with a more complex subject, it is recommended because otherwise your readers will quickly lose the thread and the chance that they will process information well is smaller.’

Example of better web copy:

‘It is not always easy to summarize your message concisely, especially with a more complex subject. Still, it is highly recommended. With long sentences, your readers will quickly lose the thread. Also, the chance that they will process the information well is smaller.’

Furthermore, for the readability of your web copy, it is pleasant to alternate between short and long sentences. It is advisable to use short sentences at the beginning of an article or chapter. At that point, your student is still trying to get used to the new subject. Those extra pauses are very welcome then.

Do keep in mind that when you make sentences shorter, you add more pauses. This makes sentences feel more disconnected. It is helpful for the reader if you make the connection between sentences explicit. You can do this, for example, by repeating in a new sentence which part of the previous sentence you are referring to. You can see this in the example of better web copy: "With long sentences...".

Ever heard of microlearning? This form of e-learning also takes into account the fact that it is harder to maintain attention online. Read more about it soon!

2. Create concrete content

Another way to ensure your online texts are read more thoroughly: use clear language. Avoid words the reader doesn't know, words that are actually superfluous, or words that are too complicated. And don't let your students guess what you mean; be as explicit as possible.

So not:

‘During the first phase, we will cover a number of aspects related to the requirements of your course.’

In the sentence above, "aspects related to" adds nothing. You could just say "requirements." Also, it is unclear what "requirements" refers to: requirements for what?

Better:

‘In the first phase, we will cover the requirements for making your course a success.’

There, now the reader knows exactly where they stand.

3. Write actively

When you are designing an online course, it is a good idea to ensure that the reader feels engaged. Ideally, you want your readers to feel like the content is about them. This helps them remember what they learn and ensures the information resonates more deeply. You can achieve this with a few adjustments to your web copy! Focus primarily on active versus passive voice.

Take a look at this sentence, for example:

‘In chapter 3, the most important concepts in psychology are covered.’

This is an example of passive voice. It is unclear who will be covering these important concepts. This makes the sentence distant and a bit dull. Here is how to make the sentence active:

‘In chapter 3, I cover the most important concepts in psychology.’

Now your student can picture someone covering these concepts—namely, you as the trainer or business owner. Another example:

‘The form will be sent at the end of the course.’

That sounds quite impersonal. Better is:

‘I will send you the form at the end of the course.’

Not sure who is sending the form? Then you have another option to make the sentence more engaging:

‘You will receive the form at the end of the course.’

This is another way to write more personally. You show that you are not just thinking about sending forms, but also about the recipients—your students, for example. This tip is not only useful when writing content for a website, but also when you want to populate an online training course with web copy.

By the way, did you know that not only your web copy, but also your website or online learning environment determines how motivated the reader is? Read more here about choosing the right e-learning software!

4. Use verbs!

Which reads more easily?

‘We are happy to offer you support’

or

‘We are happy to support you’

‘Support’ is a noun derived from the verb ‘to support’. You can recognize nouns because, just like with any other noun, you can place an article in front of them. In many cases, you can simply replace them with the verb by slightly adjusting the sentence. As you can see, this makes the sentence less formal and more readable. Another example:

Not:

‘Upon completion of the course you will receive a certificate’.

Better:

‘When you complete the course, you will receive a certificate.’

5. Should you use ‘you’ (formal) or ‘you’ (informal)?

When writing a text, you will quickly run into this question: Should I address my students formally or informally? The informal form is the most personal. As a reader, you feel closer to the writer, which creates more of a sense of being on the same team. This leads to higher engagement. Consequently, more and more websites and blogs are opting for this style.

Using a formal tone creates more distance. However, in some cases, it is better. For example, if your target audience is older and not accustomed to an informal tone, or if your course content is highly professional. As you can see, there is not always a ready-made formula when it comes to writing good copy. You will have to look at the needs of your readership yourself. What do they need, and what kind of web copy do they prefer?

More tips on writing website copy

In this blog, we have discussed five aspects of language use. Of course, there are many more things you can pay attention to as a content writer. Here are a few other tips:

• Use as few difficult words as possible, i.e., jargon. And if you do use it, explain difficult terms as soon as possible.
• Put the most important message of a paragraph in the first line. Don't have a long lead-in, because the online reader will lose interest.
• Use as many headings and bullet points as possible. This provides variety and structure to the text.

Do you want more advice on how to write better copy? A recommended read is the Schrijfwijzer by Jan Renkema.

Fan of our online content?

Did you enjoy the way we write web copy? You might also want to read one of our blogs about e-learning! Such as:

• Creating an online course
• E-learning benefits
• Storytelling tips for e-learning