The Inverted Pyramid: Why Basics Are Best in Online Copywriting
The inverted pyramid is the classic journalistic approach to structuring a story. Start with the most important information at the top, then layer the story all the way down to the point of your pyramid, which should be the least important piece of information. But does this style of writing work for online copywriting?
Yes!
It not only works for online copywriting, but it’s a simple way to make sure you’re covering all your points and getting the most important ones across quickly.
People scan when they read copy online and quickly pick out the points that are worth reading. If you structure every page of your website using the inverted pyramid then your online copywriting will naturally hit the main points of every page in the first sentence and hook visitors in.
What makes the inverted pyramid even more relevant to online copywriting is that if you have a long page of copy then visitors may not scroll down and even see the rest of the information. If you can grab your visitors with the facts they’ve been looking for in the first sentence then they’re far less likely to click away and visit a competitor.
Although the ‘who, what where, why, when’ approach is still relevant in online copywriting, this needs to be tailored more towards an online audience.
- The most important point about your product or service.
- A related benefit to this product or service.
- The second most important point about your product or service.
- Another related benefit to this product or service.
- A call to action.
- The third most important point about your product or service…
…and so on.
The basic three elements of online copywriting are information, benefits and calls to action so people know how to either buy from you or contact you. Once you have your information and benefits in the right order of importance, then a few calls to action in key places can transform your online copywriting.
For more information about online copywriting visit our online copywriting page. If you would like Pure Ink Creative to increase your sales and search engine position with targeted online copywriting then contact us now.