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Summary

You have to put together a website. Or it's time to post to your blog or social media account. Or there's an online press release to write. Or you have to write your next Google AdWords ad. In other words, there's a bunch of online copy to write. The problem is, you're not familiar with writing copy for websites, or blogs, or social media, or anything online. Maybe you've written "traditional" copy -- brochures, newsletters, print ads. Or maybe you're not much of a copywriter at all. Still, someone has to write all that online copy, and it's you. So, where do you start? How is writing online copy different from writing for print media? Who's your audience? How much copy is too much -- or not enough? What special issues should you consider? Web Words That Workanswers those questions, and plenty more. The first practical guidebook for online copywriters in the 21st century, it doesn't just present general web copywriting rules: it also delivers specific advice for writing web pages, blog posts, social media updates, email promos, web interfaces, FAQs, and even online help. You'll find specific coverage of SEO-optimizing your copy for Google and other major search engines. Step-by-step, you'll discover how to write punchy, effective copy that gets your point across, engages and energizes your readers, and takes your site (or blog, or whatever) straight to the top of search pages. It's not that hard, ifyou know the secrets, and this book reveals them.

Author Biography

Michael Miller is a successful and prolific author with a reputation for practical advice, technical accuracy, and an unerring empathy for the needs of his readers. He is known for his casual, easy-to-read writing style and his practical, real-world advice—as well as his ability to explain a wide variety of complex topics to an everyday audience.

Mr. Miller has written more than 100 best-selling nonfiction books over the past two decades. His books include The Ultimate Web Marketing Guide, B2B Digital Marketing, YouTube for Business, The Complete Idiot’s Guide to Search Engine Optimization, Online Marketing Heroes, Teach Yourself Business Plans in 24 Hours, 80/20 Guide to Effective Presentations, Webster’s New World Vocabulary of Success, and Management Secrets of the Good, the Bad, and the Ugly. He has also written hundreds of articles for various websites and served as a consultant on the design of many others.

Table of Contents

Part I: Online Copywriting 101
1. What Makes Writing Online Copy Different
2. Conveying Confusing Content, Clearly
3. Grammar, Punctuation, and Other Rules to Live By
4. Keeping It Short and Simple
5. Firing Up Your Readers
6. Finding Your Voice
7. Organizing Your Content
8. Utilizing Links and Outside Content
9. Optimizing Your Copy for Web Search

Part II: Writing for Different Vehicles
10. Writing Web Pages
11. Writing Blog Posts
12. Writing Social Media Updates
13. Writing Email Promotions
14. Writing Online Ads
15. Writing Online Press Releases
16. Writing Online Help Files and FAQs
17. Writing Web Interfaces
18. Writing for Mobile Devices

Part III: Getting It Done
19. Determining the Right Delivery Formats
20. Dealing with Web Page Design
21. Working with Technical and Design Staff
22. The Final Word: Think Like the Customer

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.