10 KEY RULES OF EFFECTIVE

COPYWRITING FOR THE WEB

SCANNABILITY

• Get to the point succinctly and with the fewest amount of words possible.

• Lots of line breaks

• Headlines and subheadlines

• Keep people's eyes moving down the page. 

THE HOOK

• Make it easy for the user to see "what do I get out of it?"

• If you can’t answer the question, try again!

ACTIONABLE• “Choose Your Own Adventure”

• Don’t create dead-end content

SURROUNDINGS• Facebook, Twitter, Pinterest, etc -- these all should

influence word choice

BE MINDFUL OF THE RETURN

• What are you doing to get people to return?

• Less about bombastic impact, more about the relationship

GIVE IT AWAY• Free is extremely important online

• Even if you want them to pay, you’re going to need to use free as a gateway drug

USE TEXT• Text-in-images can’t be read by search engines

• All email programs block images.

WORD-AS-PICS CAN WORK THO

COUNTER-PROGRAMMING

• Rules were made to be broken.

• Pivot away from the trends to stand out.

ABOVE ALL, BE AUTHENTIC