Look at the picture above. This is a perfect example of excellent Web writing.
Why? Because the call to action is crystal clear—they want you to buy yogurt and they make it simple and easy to do so. Look at the techniques they used to get you there:
1. Break text into simple steps or bullets: Notice how every step has its own couple of lines. Users reading online can easily absorb the information when it is organized like this. How users read on the Web is actually very, very little—they prefer to scan like crazy until they get to information they care about.
2. Use the same fonts for each level of text: In this sign, Step 1, Step 2 and Step 3 are all the same size. The words are different colors to make it even easier for the eye to differentiate between the steps—not necessary on the Web, but still an example of best practices for graphic design. A good Web writer will work with the Web development team to design a style sheet that will take into account different levels of h tags and the size of the font for each different level of headline--all the more important for SEO as well.
3. Keep it snappy and simple: Notice the description of the flavors. Yes, I'll wait while you go look in your freezer. Back? Ok, look at how they simply and easily convey what you need to know to buy. The brilliant author of this sign used:
• Language you understand and are familiar with (vanilla, chocolate, citrus)
• Short descriptions that are rich with adjectives
• Names with descriptions after semi colons, so that the reading comprehension part of your brain went into the “Oh, this is an explanation” mode
Who knew Mr. Yogato in Fell’s Point had such erudite marketers? Now go in there (if you're in Fell's Point--although apparently they have a location in D.C., though I can't vouch for whether or not they have the sign), and see if you can stand on 1 foot with both eyes closed and count to 15. You'll get a free yogurt if you can, and as you can see from the sign, the stuff ain't cheap. Delicious. But not cheap.
I can explain to you why won’t be able to do this rather difficult task that sounds way more easier than it is, but that would require my medical writer persona who just did a 65 page site on vestibular disorders to come out, and really—wouldn’t it just ruin all the fun we had?
