People don’t so much read on the web – they scan. There’s lots of research and statistics around scannable web copy to back this up. It’s overly simplified but let’s take it as read (so to speak) and get to it: how do you write scannable web copy?
1. Write powerful headlines
Make sure your headlines are:

Short
Informative – give a summary of the whole article
Structured with the important keyword at the start
Clear and easy to understand even out of context
Honest – don’t promise something you can’t or don’t deliver

2.

I recently wrote about the importance of using case studies as a way of telling stories about a product or service. But what do you do if you have no genuine case studies or testimonials?
All is not lost.
The key thing about case studies and testimonials is that they show other people getting the benefits of using your product or service.
You can still ’show’ that, even if you have to use some smoke and mirrors to pull it off.

One of the secrets to great copywriting is storytelling. People are interested in stories. Stories get their attention. And it’s much easier to convince someone of something through a story, than it is by banging them on the head with a raw sales pitch.
Which is where case studies come in. Case studies are superb marketing tools for two key reasons:
• They provide proof
• They tell stories.
A good case study starts out with our hero – our satisfied customer. Like every good hero, he wants something, he has a story goal.

Let me ask you a hypothetical question: what’s the best way to make money during a gold rush?
I’m sure you’ve heard this one before: the best way to make money during a gold rush is to sell shovels.
All those crazy people dreaming of getting rich, they all to need to buy a shovel or two.
What does this have to do with blogging? Well, the dream of making easy money online is kinda like a gold rush. Someone makes a pile and word gets round. Sooner or later, someone else makes money too. Suddenly everyone rushes in.
There’s a mad frenzy of excitement.

Here we have a test. Would you like to join in? Here’s what you do: you write a short piece. Not too long. About half a page or so. There are two rules. Rule one is this: keep the units short. From full stop to full stop, ten words or less.
You got that? Good.
Rule two now. Did you guess? The words must be short as well. Real short. No words with more than one sound. One stroke. One beat. No words with two beats. None of those two part words those posh folks use.
Trust me, it is hard, real hard. But what is the point? For that we have to end the test.
Phew. That’s a relief.