In this guide, I’m going to teach you my step-by-step process for writing high-converting website copy.
“We found, surprisingly, that no single feature of a headline’s writing style makes much of a difference in forecasting success.”
“If you are not calling out sections of your web pages or prose on those pages with subheads, you are making a big mistake!” write Pernice et al. “If you take nothing else [away], please take this: Use subheads and subsubheads.”
Clarity, not creativity, is the backbone of good UX writing. Choose simple words and craft shorter sentences. Explain acronyms users might not know. Use proper punctuation. Be extra careful about things like cleverness, wordplay, and idioms that might affect usability. Above all, write to be understood.
Imperative voice gets shared. Imperative voice boosts email click, open and read rates.
"understand the digital reader’s brain, and to get a couple of concrete writing tips for your next digital text." "Nothing can surpass a text when it comes to transforming abstract thoughts into concrete expression."
The “known-new contract” is a linguistic concept used to describe how writers achieve cohesion between sentences by first presenting what readers already know (information previously presented) before introducing new information.
The Europa Web Guide is the official rulebook for the European Commission's web presence, covering editorial, legal, technical, visual and contractual aspects. All European Commission web sites must observe the rules and guidelines it contains. Web practitioners are invited to observe its contents and keep abreast of updates.
Writing tips from "Writing for the European Commission web presence"
From now, house style guide recommends terms such as ‘climate crisis’ and ‘global heating’
People do not read online: "fundamental scanning behaviors remain constant, even as designs change."
"The Huffington Post is the third most popular online news site, after only Yahoo! News and Google News. They must be doing something right!"
"Plain Language For Everyone, Even Experts" (video)
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