Copywriting - How to Write Readable Copy

By Gary R. Hess

Copywriting is perhaps the most important feature a blog holds. It is both the easiest way to turn would-be subscribers into a bounce-rate amplifier and the easiest way to turn that same would-be subcriber into a lifelong reader.

So what is important for copywriting?

• Font-size. The font-size should always be set in either ems or percents, never pixels. A large portion of internet visitors don't use modern browsers that can increase or decrease pixels. However, when using ems or percents even ancient browsers have the increase/decrease ability.



• Content blocks. All content should easily be read within an 1024x768 screen resolution. If not, visitors will quickly leave seeking a site they can easily read without scrolling left to right.



• Line-Height. The minimum line-height content areas should be 130%. Increasing the line-height of the content area increases readability and scanability. As a general rule, I use at least a 1.5ems on every website I master.



• Background/text contrast. The background and text contrast is a no-brainer. Without perfect vision it is hard to read yellow-on-white or white-on-grey. Stick with either black-on-white or dark-grey-on-white in main content areas for maximum readability.



• Grammar/punctuation/spelling. This cannot be stressed enough. Although perfect grammar is hard to come by, it is important to do your research. It should be noted, having at least the common rules down is quite important. You do not want to read a 350 word post without at least two paragraphs and neither do your visitors. As for spelling, use a spell-checker. Also, get associated with the differences between affect/effect, your/you're, and their/there/they're.



• Lists and breaks.When creating lists or breaking articles into sections, it is essential to use correct formating. Lists are best served using the unordered list or ordered list tag in HTML and sections should be broken by header tags (h2, h3). This will not only help your readers, but will also help your search engine rankings.



• Emphasizing words.When emphasizing a word or making a word stand out, use the em or strong tag--they are seen as eye-stoppers. Generally speaking, internet users scan read. By using the em or strong tag, visitor's eyes are forced to stop and read the sentence. This is best served when making an important point of discussion.

The most important rule, though, is be yourself. Do not try to write about something you do not know or have interest in. If something interests you and you are willing to learn, great. Otherwise you are doomed to fail.

Copywriting is something that doesn't come naturally in most people; however, with a little practice you will be able to pass for someone with respectable copy and gain readers and sales in the process.

Gary R. Hess is the author of impNERD. Check out his article on How to Write Great Content and Keep Visitors Interested

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