Copywriting for results

- [Instructor] The words you choose are powerful.…However, how you place and arrange those words…can have even more impact.…Words properly written and presented…direct and motivate us to action.…Did you know that we don't actually read web pages?…We scan, we avoid large paragraphs of text…as our eyes move around the page.…So with only seconds to engage people…and answer their questions,…how can we use copywriting to move people to action?…First, by using copywriting and layout techniques…that are very familiar.…

As we look at this page from Explore California,…our eyes will move across the top of the page.…From the logo to the navigation to the monthly specials,…onto the left and to image and the headline on the right,…we are drawn to organization.…The headline presented as the largest-sized text…in the clearest color and font gets our attention.…However, we only tend to read…two to three words of a headline,…so it has to be concise and clear.…

As we scan the page, we look for other areas of text,…larger text, otherwise known as subheadings.…