The Bracken Blog

Copywriting Best Practices for Your Biopharma or Pharma Service Website

A Hand-Curated Bundle of Goodness

 

Among the different styles of business writing out there such as blogging, emailing, or putting together contracts, we find that website copywriting is one of the more difficult. This is because web copy needs to perfectly describe what it is your business does, while also being concise in length and friendly in tone. It’s a hard balance to strike.

Here are our best practices for effective web copywriting.

Do:

  • Start each page with a catchy headline of 10 words or less.

  • Write a secondary headline of two sentences or less.

  • Use this flow of headline then secondary headline to create fast momentum for the reader to get to the substance of the page.

  • Describe concepts as succinctly as possible.

  • Keep all paragraphs to a length of 4 lines or shorter.

  • Make sure the most important information is closest to the top of the page.

  • Use bullet points, numbered lists, and sub-headers as much as possible.

  • Use images in place of words, or to support your words. After all, the web is a visual medium!

  • Lead with benefits to the reader not features when talking about a service or solution.

  • Keep language focused on the reader

  • Start important sentences with action verbs such as get, read, learn, try, see, etc.

  • Put yourself in the reader’s shoes and ask, “What’s in it for me?”

  • Break up big blocks of text by making important text bold or italic, and using pull-quotes or pull-stats.

  • Be ruthless with your proofreading and eliminate any words or sentences that aren’t needed.

  • Use the content of each page to drive the user to a specific action such as signing up for a consultation, downloading a resource, visiting your blog, or getting in touch with your team.

Don’t:

  • Provide hyperlinks that take visitors off your domain unless absolutely necessary

  • Talk about yourself or your brand too much.

  • Discuss the specific features of a product or service without having first described its benefits to the reader.

  • Start a page with more than two sentences.

  • Use excessive amounts of business jargon

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