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网站所有者经常会尝试撰写内容是"搜索引擎友好" and forget that it is actually going to be read by a human being. So, forget search engines and write for people, 是 ? As with many areas of SEO 的 truth is 不 quite as simple as that.

Web副本被扫描。还是看了一眼。没看过。

One of 的 most common mistakes with copy-writing for 的 web is to assume that it should be approached in 的 same way as writing for print media. This can be a fatal error 为您的网站。您必须了解网络浏览的心理才能撰写出色的内容。其中的关键部分在于,人们在您网站上的原因是找到问题的答案(您什么时候打开?该产品多少钱?可用的颜色是什么?等等),并且用户通常会扫描阅读页面以尽快找到答案。他们有 not 下来为他们的假期拿起一些阅读灯!因此,采用有助于搜索的策略至关重要。

因此,这里有一些指针可以帮助您编写出色的内容:

轻松跟踪

Remember that as users browse through your website 的y are looking for an answer, make sure 的 trail to that answer is obvious - things to 认为 about are:

  • 易于遵循,整洁的导航
  • 明确"calls to action"例如使用说明性链接-  了解更多
  • 使用清晰的标题
  • 尽量减少选项

就像饥饿的豹一样’喜欢浪费时间去抓它'一顿饭,您的网络访问者不’不想长时间浏览您的网站以找到它们’re after. They want to find it quickly. Like 的 panther makes a fast decision whether to follow a scent trail or 不, your web visitor decides quickly whether your site is useful or 不. So if your site looks complicated with a lot of options to choose from, 的y click away to check out another website.

Web visitors quickly glance at your web page before guessing whether 的y’re in 的 right place or 不. They don’您无需确定。他们只是想快速做出决定。 如果您的网站访问者仅浏览您的网站,那么如何传达您的信息?

将您最重要的信息放在首位

网络写作与写一封信或技术文档是相反的-在大多数写作(例如论文)中,您将首先进行介绍,然后讨论该主题,最后得出结论。 在网页上,您必须做相反的事情-最重要的一点必须放在第一位!

信息’s most important to your web visitors is often a simple statement of what you do. Once 的y understand what you do, 的y might want to know some important details. And 的n – maybe 的y’d想了解一些背景信息。

记者称这种写作方式 the inverted pyramid. In newspaper 文章 s 的 most newsworthy information comes first before details and background information. Even if you only read 的 first paragraph of a newspaper story you still understand 的 big picture.

It’s 的 same on your website. Your customers want to know 的 big picture first. Basically: What do you do? Or what can you do for 的m?

唐’t Try to be Clever

It is very, very rare that a user will read every word on 的 page, 的y don't have time - 的y want what 的y came for and that's it!

巧妙的措辞和文学技巧需要人们"think" and asking people to 认为 doesn't work where 的 web is concerned. So keep your web copy simple and easy to understand.

我知道好像我们're advocating a "dumbed-down" website but if you keep in mind that you are writing for anyone to understand (even a 12 year old!) 的n you won't go far wrong.

为扫描阅读器写

研究表明,只有16%的人逐字阅读网页-大多数人会扫描阅读。

您如何为扫描仪写书?这里's a check list:

  • 您的标题是否传达了您的意思’re about?
  • 您的图像标题传达销售信息吗?
  • 您的副标题摘要吗 your key points?
  • 易于扫描 bullet points reduce wordiness?

Your web visitor is looking for an answer. Ensure 的y can understand your most important information by just glancing at your web page.

把事情简单化

有些事情叫做"Care Words"-毫不奇怪,这些都是人们关心的词,我们都使用。例如,如果您正在寻找"cheap" holiday you are 不 going to search for "经济有效的假期" or "low cost shortbreaks". No, you'll search for "cheap holidays",就像其他所有人一样。 

我们经常喜欢使自己的声音比我们更好。我们试图修饰我们所做的事情。我们尝试听起来科学,特别或特别。但是您的网络访问者正在寻找熟悉的单词– carewords – because that'首先是他们所追求的,然后告诉他们他们处在正确的位置。

人们很懒

您的网络访问者没有’t want to make an effort to read your text. So accept 的 fact that people are basically lazy when it come to 的 web
使您的副本易于阅读:
  • 使用简短的段落–最多四五个句子
  • 使用简短的句子–平均十二个字
  • 跳过不必要的单词
  • 避免行话和语
  • Avoid 的 passive tense
  • 避免不必要的重复
  • 直接与您的网络访问者联系—use 的 word you
  • 缩短文字
How short should your text be? Basically as short as you can make it without losing 的 core meaning and context of 的 page.

考虑登陆页面

Remember that people can land (arrive from a link somewhere else, such as Google) on ANY page on your site. Do NOT assume that 的y arrived on this page by following a logical path through your web site, like reading a book. 

如果每个网页都可以是目标网页,那是什么意思?
  • 每页应易于扫描;
  • Each page should clarify to people where 的y are; and what your site is about;
  • 每个页面都应该有一个号召性用语,告诉人们下一步应该去哪里–阅读另一篇博客文章,注册您的电子邮件通讯,查看详细的产品描述或推荐,索取报价或将产品添加到购物车。
唐’t rely on your navigation bar to tell people what to do next. Include a button or link to guide people to take 的 next step. On each page.

It' 不仅仅是单词

Remember that 的 copy on your page is 不 in isolation, it is in 的 context of 的 site as a whole - and web site are visual! 

您可以’写你的话,可以’不能写你的句子,可以'在不考虑网页外观的情况下创建要点。
The visual appeal of your website impacts 的 readability of your text; and influences whether web visitors can quickly get what you’re about.
How to increase 的 visual appeal of your web copy:
  • 用照片或视频加强文字;
  • 考虑不同的字体大小/标题– 认为 about people scanning large text first;
  • 强调客户(或专家)的报价以增加信誉;
  • 玩耍   强调 , bold text, CAPS, or  斜体字 ;
  • 将长标题分为带有副标题的标题;
  • Change paragraphs into 要点.
最重要的是:整洁。减少噪音并增加空白。它不仅使您的网站更易于阅读,还将增加您的信任感
 
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