Actionable tips for writing web copy.

Scan

Web site visitors read websites very differently than they might read a book or a newspaper. Web visitors scan the text, rather than reading each and every word. As a result, the web copy should be designed to be easily scannable. That is not to say the copy should not be well written, but it should be broken into small "chunks" so that the visitor can easily scan it and take away the main idea.

White Space

Avoid dense copy. Copy should be broken into readable, digestible "chunks" and surrounded by a good amount of white space.

Font Type

Font size matters. Avoid using micro fonts. Studies have shown that the easiest type faces to read on the Internet are san serif fonts. Popular sans fonts include Helvetica, Avant Garde, and Arial. Popular serif fonts include Times Roman, Courier, and Palatino. Sans-serif fonts have become the de facto standard for "body" text on-screen, because monitors provide a cleaner and more legible rendering of sans-serif fonts than they do for other fonts.

Bold for Emphasis

Use headlines to help break up the content and draw attention to specific sections. This will also increase the web page's scannability. Include important keywords in the headlines to draw attention.

Images

Use images for visual cues. The images should not draw the readers attention away from the text. It should enhance the reader's desire to read the text. Avoid animated graphics as they tend to draw the focus of the reader, and can become annoying.

Avoid all Caps

Words typed using all CAPITALS ARE VERY DIFFICULT TO READ. All capitals are simply not scannable and require that the reader to "read" every letter in order to discern the word. Additionally, using all capitals is considered an Internet etiquette breach and is considered "shouting".

Features vs Benefits

After you identify the benefits of your product or service. You must detail those benefits in terms that the potential customer will understand. Keep it simple. How will your software help users? Will the software help the user save time? Will the software save the user money? How will the software save time? How will the software save money?

The copy should be succinct and written in such a way that it captures the reader's interest.

Example:
Save Your Business $ 1,000 per week.
Save Time and Money with ABC Software

Then detail how the software will save $1,000 or time and money. Spell it out in simple words that make sense to the reader; "With ABC Software you type personalized collection letters only once instead of multiple times. For an average business this means the accounting department saves an average of six hours per week!"

Prioritize Above the Fold

The web copy should be prioritized so that the most important items appear on the top of the web page. Information should be organized in such a way that it makes sense and the reader should be directed to the action you wish for them to take.

Limit Options

Too many choices can cause confusion. Limit the number of options that the customer is exposed to.

Length of Copy

The web copy should fit in a normal browser window and not require for the user to scroll. More is not necessarily a good thing. Web copy should convey your point as simply as possible. Do not expand copy just for the sake of creating page filler. Search engines pay the most attention to the first 250 words on a website so their is no need to be long-winded, as it will not help search placement

KISS

Keep it simple. The text should be simple. Keep in mind that your software might appeal to people whose first language is not English. Use terms that can be easily understood by all.

Words

Do not just use keywords, use power words that elicit emotion and action from potential customers. Sprinkle the power words throughout the web copy.

Lists

Lists are a great way to detail important points. Use bullets and white space around lists for emphasis.

Grammar

Grammar, spelling and punctuation does matter. Websites should convey a professional image. Incorrect punctuation or poor grammar can drive customers away.

If you are from the UK or AU but your main market is the US, you will want to use the American English spelling of words like color. If your focus is the UK or Australian market then feel free to retain the British English spellings (colour).

Layout Design

F Navigation

Studies have shown that web surfers scan websites using the F shape. This was discerned through eye tracking studies. This means the most important information and navigation should be in the "F".

Standard Navigation

Web viewers look for navigation on the top left or occasionally on the right side of the screen. Differing too much, could potentially confuse website visitors. Stick with standard navigation techniques.

Make Links Obvious

Underlines have commonly come to mean "link". Make links obvious by having them underlined or highlighted in an unmistakable way.

Consistency

Web design should be consistent as the person navigates through the website. The look and feel of the website should not change drastically.

Source: http://www.developer-resource.com/how-to-write-web-copy.htm