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- Break a long headline into a headline with a sub headline for impact.


- Use emboldened headlines. - Experiment with highlights, bold text to grab attention, capitals and italics.


- Use bullet points for effect. 9. Make a visual impression


Web copy and web design should work together ideally. Web design may not be your skill, but you need to have an idea of how you want the page to look. The visual appeal of your website impacts the readability of your text. It instantly gives visitors an idea of what you are about and what services you offer.


Some tips to increase the visual appeal of your web copy are: - Replace long rambling text with images or even short videos.


- Think about using different font sizes. Some visitors will scan large text first.


Most important though is to de- clutter the page by reducing noise and adding white space. It will make your website easier to read.


Your creative writing should be enhanced with an image, infographic or video. It really is worth a thousand words. Images help to break up text making your page easier to read and more visually appealing. You should publish at least one image on each page of your website.


Consider including a photograph of yourself too. Whilst this is not for everyone, your site visitors are more likely to decide to connect with you if they feel some sort of personal connection. By adding a photo you are establishing trust and likeability.


10. Writing persuasive website copy


Writing simple, useful copy is hard! Remember do not treat your web visitors like academics and specialists who love reading text. Do not treat your visitors like legal specialists pouring over the small print. Do not use more words than is necessary to make your point clearly and concisely. Just keep it simple.


Stick to active voice. So, use active rather than passive verbs. For example, rather than writing “A survey was commissioned,” write “The client commissioned a survey.” Active voice helps create succinct, reader-friendly sentences. It’s also more direct and when you speak directly to the audience -“you can do it” - is far more engaging than saying - “it can be done.”


Know who you are, what you do and what you offer.


The Report • March 2019 • Issue 87 | 67


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