Aaker and Norris (1982) devised a framework in which the strategy for creative appeal
is based on emotion and feeling, and that for rational and cognitive appeal is based on
facts and logic.
Copywriting for the web is an evolving art form, but many of the rules for good copy-
writing are as for any media. Common errors we see on web sites are:
too much knowledge assumed of the visitor about the company, its products and
services;
using internal jargon about products, services or departments – using undecipherable
acronyms.
Web copywriters also need to take account of the user reading the content on-screen.
Approaches to dealing with the limitations imposed by the customer using a
monitor include:
writing more concisely than in brochures;
chunking, or breaking text into units of 5–6 lines at most, which allows users to scan
rather than read information on web pages;
use of lists with headline text in larger font;
never including too much on a single page, except when presenting lengthy informa-
tion such as a report which may be easier to read on a single page;
using hyperlinks to decrease page sizes or help achieve flow within copy, either by
linking to sections further down a page or linking to another page.
Smith and Chaffey (2005) summarise the essentials of good copywriting for the web
under the mnemonic ‘CRABS’, which stands for chunking, relevance, accuracy, brevity
and scannability.
Hofacker (2000) describes five stages of human information processing when a web
site is being used. These can be applied to both page design and content design to
improve usability and help companies get their message across to consumers. Each of
the five stages summarised in Table 7.5 acts as a hurdle, since if the site design or con-
tent is too difficult to process, the customer cannot progress to the next stage. It is useful
to consider the stages in order to minimise these difficulties.DESIGNING THE USER EXPERIENCETable 7.5 A summary of the characteristics of the five stages of information processing
described by Hofacker (2000)Stage Description Applications
1 Exposure Content must be present for long Content on banner ads may not be on
enough to be processed screen long enough for processing
and cognition
2 Attention UserÕs eyes will be drawn towards Emphasis and accurate labelling of
headings and content, not graphics headings is vital to gain a user’s
and moving items on a web page attention. Evidence suggests that users
(Nielsen, 2000b) do not notice banner adverts, suffering
from ‘banner blindness’
3 Comprehension The user’s interpretation of content Designs that use common standards
and perception and metaphors and are kept simple will
be more readily comprehended
4 Yielding and Is information (copy) presented Copy should refer to credible sources
acceptance accepted by customers? and present counter-arguments as
necessary
5 Retention As for traditional advertising, this An unusual style or high degree of
describes the extent to which the interaction leading to flow and user
information is remembered satisfaction is more likely to be recalledINMA_C07.QXD 17/5/06 4:23 pm Page 333