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Web writing

Writing for the web is a specialised skilled that requires an understanding of the unique capabilities and requirements of the online environment.

Red Pony consultants have many years’ experience writing content for websites and associated social media sites such as Twitter, Facebook, LinkedIn and Google+. We are experts in applying the principles of usability, search engine optimisation (SEO) and information architecture design to produce web pages that deliver business results.

Applying web usability principles

Well-written web copy provides results. Whatever the purpose of your website – to inform, sell a product or service, join a mailing list or engage users in a conversation – it is the content on the page that will determine the level of success.

If your current site is not delivering the results you are seeking, you may want to consider engaging an expert to assist.

Our writing is informed by fundamental web usability principles such as:

  • employing short, descriptive subheadings to enable users to scan the page and easily find information of interest
  • writing short, punchy sentences that use only those words required to make the point (no more, no less)
  • breaking up large paragraphs into bulleted or numbered lists
  • maintaining a consistent tone across all pages that is neither excessively casual or overly formal
  • providing sufficient context for hyperlinks in accordance with standard usability principles
  • writing enticing social media teasers and posts that draw in readers and encourage further engagement.

We will apply these techniques to your content to develop engaging and effective web content.

Search engine optimisation (SEO)

As the web continues to expand at a staggering rate it is vital that you make it easy for your customers to find you before they find your competitors.

Many people rely on search engines such as Google, Bing and Yahoo to find what they are looking for on the web. The term ‘search engine optimisation’ (or SEO) refers to techniques for improving a website’s visibility in ‘organic’ (i.e. unpaid) search results.

Red Pony can help your target market find your site by applying SEO principles to your website. Our consultants are skilled at writing keyword-rich copy that doesn’t compromise readability. We will help you identify keyword phrases and look at overall keyword density, the use of keywords in headings and links, as well as the best page structure for your site.

Getting the right structure

‘Information architecture’ refers to the overall structure of your website and the pathways for users to navigate and interact with its content.

Generally people don’t notice good information architecture, but they will notice when it is done poorly.

Red Pony understands the fundamental principles of information design and we use this expertise to create intuitive, user-centric documents and systems.

We will undertake an analysis of your requirements, including a segmentation of your target audience, types of content available and your overall objectives for the website. We will also review the content in terms of the overall information architecture to present a cogent, unified message across all pages of your site.

At the more detailed level, we look at segmentation of content, use of suitable headings, bulleted lists and other strategies to break up text and ensure it is crafted specifically for the online audience.

Further information

Web writing enquiries

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