On web heads, put topics up top
When it comes to web heads, focus on the front.
That is, place your topic words at the beginning of your headline. That approach:
- Signals to Google what your page is about, improving your place on search engine results pages (SERPs)
- Helps readers decide to click your link on SERPS, indexes and other lists
How important is this? It’s the No. 1 thing you can do to improve the ROI of your website, says Jakob Nielsen, “king of usability.”
“Selecting the first 2 words for your page titles is probably the highest-impact ROI-boosting design decision you make in a web project, he says. “Front-loading important keywords trumps most other design considerations.”
How to write web heads, links & more
Web visitors don’t read. They skim.
In fact, according to a critical incident study Xerox PARC, people are looking for something specific — not leaning back for a good read — 96% of the times they visit websites.
How do you reach these nonreaders with web copy?
At Writing for the Web and Mobile workshop — our two-day digital-writing master class on Dec. 11-12 in Miami — you’ll learn how to to make sure skimmers get the gist of your webpage with microcontent that gets the word out.
Specifically, you’ll learn how to:
- Steal 4 tricks from the BBC for writing world-class web headlines.
- Get the word out with bulleted lists with our 6-step list-writing makeover.
- Stop writing the most common type of link. It reduces skimming, clicking and accessibility.
- Pass the Goldilocks test. Make sure your links aren’t too long or too short.
- Bust the myth of page view time. Help readers understand better, remember longer and enjoy your webpage more in half the time.
Save $100 when you grab one of our early bird tickets by Oct. 11.
P.S. Folks in Miami are hard at work getting things back to normal after the hurricane, and we’re all set to host our workshop as planned.
Learn to Master the Art of the Storyteller, Catch Your Readers, Get Clicked, Cut Through the Clutter and more
Rather bring Ann in to train your whole team?
Ask about piggybacking on my upcoming engagements in: