9 Tips to Get People Reading Your Web Copy

• Hook em' upfront
• Use plenty of bullets
• Pictures, please
• First words count

Those are 4 quick ways to try to beef up the chances anyone is reading your web copy. 5 more tips below ... but keep reading!

According to web usability guru Jakob Nielson, people aren't pouring over your copy, but skimming it for keywords. The first paragraph of an article is the most likely to be read as well as the beginning few words of a sentence. In fact, the average person reads just 20% of what you write!

• I hope I at least got you to read this paragraph.

You also need to break up your copy with infographics, photos and visuals, including video. As we know from YouTube, video works.

In the B2B world we have even more of a challenge since our content doesn't instinctively have the allure of consumer copy. That doesn't mean it can't be snappy and engaging. B2B inbound marketing company HubSpot (hubspot.com) is a master at this, effortlessly combining blog posts with video and lead generation tools, all whipped together in an easy read.

Here are 7 tips to direct positive attention to your content while keeping your readers engaged and ... reading.

• Avoid jargon and acronyms. No HSAA, AMB, BEH, DSP, DMP ... .However specialized the field you are trying to promote, delete inside terms and acronyms. Never underestimate the ability of business buzz words and jargon to alienate and annoy.
• Avoid over-promotion. Perhaps the best way to gain interest and sell yourself is to aim to inform and engage rather than self-promote.
• Be yourself. People relate to and respect authenticity and if you are using your own voice, you can expect a greater response.
• Use the right keywords. Keywords are relevant words or phrases that rank highly in search engine results. While you would want to use keywords throughout your message, it's important that they appear natural.
• Address your customers' needs and in a conversational and approachable way. Ask a few of your customers upfront if you would be interested in reading the content you plan to share. If they have an interest in an idea, topic or style of writing, chances are, others will do.

It's important to remember that digital content for the B2B space does not need to be dull. In fact, by focusing on making your relevant, useful, interesting, easily searchable and simple, you will be on your way to gaining an audience.

Wendy Marx, B2B PR and Marketing Specialist, Marx Communications