The Copywriter - November 2011

“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.

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?

What are your wise words?

Head to Twitter (@strattoncraig) or our blog (www.strattoncraig.co.uk/blog/wisewords) to share them with us.

If you'd like to know more about our digital copy services,
please call us on 020 7593 4014, or email us at copy@strattoncraig.co.uk