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Writing Effective Web Copy

VIDEO TRANSCRIPT | Recorded: 2018-03-27 | Verify against current system state

Abstract

Training session from Mighty Citizen content strategist (Andrew) on writing effective web copy. Covers the reality of online reading: 8-second attention spans, F-pattern scanning behavior, and content glut (204M emails, 4M searches per minute). Teaches audience-focused writing using Nora Ephron's journalism lesson, reading level optimization (8th grade max), and the "curse of knowledge" problem. Provides practical techniques: get ideas out first, cut 50% of words, eliminate prepositions and to-be verbs, use active voice, and remove filler phrases.

Key Procedures

  • Write to how users actually read (scanning, not reading)
  • Put most important information at top of page
  • Keep information-carrying words along left side (F-pattern)
  • Target 6th-8th grade reading level maximum
  • Use Microsoft Word readability checker or online tools
  • Get first draft out without editing, then cut 50%
  • Eliminate prepositions where possible
  • Replace to-be verbs with action verbs
  • Convert passive voice to active voice
  • Remove filler phrases ("it is important to note")

Notable Statements

  • 0:07:32 "The average human attention span is about 12 seconds... 8 seconds" (2000 vs 2015)
  • 0:09:55 "They don't read online. They scan, they hunt, they take, they glance."
  • 0:10:28 "It's what we call the F pattern."
  • 0:12:51 "The vast majority of website users would rather finish their tasks as fast as possible."
  • 0:14:52 "There will be no school Thursday." (Nora Ephron example)
  • 0:15:42 "The content you create should speak to your audience... It's about them, not you."
  • 0:16:32 "50% of American adults cannot read a book written above an eighth grade level."
  • 0:19:21 "Once you know something, it's impossible to imagine what it was like not to know it." (curse of knowledge)
  • 0:24:35 "Cut 50% of the words from your first draft."
  • 0:26:03 "We were able to cut down more than 50%. It makes a huge difference to your users."

Systems & Configurations

Systems Mentioned

  • Microsoft Word (readability checker)
  • Google (Flesch-Kincaid readability tools)
  • Web CMS (content management for AANP)

Specific Configurations

Item Value/Setting Timestamp Notes
Attention Span 8 seconds 0:07:32 2015 study result
Reading Level Target 6th-8th grade 0:18:11 Sweet spot for comprehension
Word Cut Goal 50% 0:24:30 First to second draft
Example Original 41 words 0:25:37 Technical sentence
Example Revised 17 words 0:26:00 59% reduction

Credentials/Access Mentioned

  • Contact: Andrew at Mighty Citizen (content strategist)

Errors & Troubleshooting

  • Issue: Users don't read full content
  • Cause: 8-second attention spans, scanning behavior
  • Resolution: Put key info at top, use F-pattern layout

  • Timestamp: 0:10:28

  • Issue: Content too complex for audience

  • Cause: Curse of knowledge - experts forget what beginners don't know
  • Resolution: Write to lower reading level, spell things out

  • Timestamp: 0:19:21

  • Issue: Copy lacks energy

  • Cause: Passive voice, to-be verbs, prepositions
  • Resolution: Use active voice, action verbs, shorter sentences
  • Timestamp: 0:28:04

Transcript Gaps & Quality Notes

  • Training session with Mighty Citizen, Debbie and Blanca on phone
  • Interactive session with audience participation
  • David Ogilvy story: "It is spring and I am blind"
  • Nora Ephron journalism story about leading with audience interest
  • Star Spangled Banner tapping exercise for curse of knowledge
  • Practical examples of sentence reduction (41 to 17 words)
  • Full presentation with methodology for web writing improvement