Internet advert content tips

Know your target audience (busy parents on the internet) and write your advert or copy suited to them:

  • Web users don’t read, they scan.
  • Web users have a very short attention span. You need to engage their attention immediately or they will move on.
  • Online copy (digital) is judged by its layout and must appear easy to read before web users choose to read it.

Bear the following in mind when writing digital copy:

  • Stick to the basic facts.
  • Write in fragments or short sentences.
  • Always put your primary focus first.
  • Use digits instead of words to write out numbers.
  • Highlight important information-carrying words. Don't highlight entire sentences, stick to 2 or 3 word phrases.
  • Use clear, emphasised titles for page headings and important subheads.
  • Use ordinary language (avoid industry jargon and acronyms that are not widely understood).
  • Use active voice and action verbs.
  • Use bullet lists instead of paragraphs.
  • Do not use more than 2 levels for lists or headings.
  • Use descriptive link text that describes the information on the linked page.
  • Maintain quality with good spelling and grammar.
  • Testimonials - If you inlude testimonials it helps to include the client's name and the date their testimonial was given. A picture of the person would be an added bonus. If you do not have any testimonials, then we recommend you contact some past clients and ask them if they could email you some feedback (preferable) or give you feedback over the phone. You can then write it down and use it on your website and/or your listing with us.


  • Think of the simplest and easiest way to get your core information across to the web user as quickly as possible.
  • Don't make your web user (parent) work hard to find out what it is your business offers!
  • What information would tell them they have found what they are looking for and make them feel confident that you are the right person to contact.

Prefer to hire the services of an experienced digital copywriter?

Read about our copywriting services here.

Here are some tips on banner advert design.

Effective banner ads:

  • Offer a discount or coupon or alternatively offer value add information or free stuff.
  • Ask a question or use a catchy phrase to arouse curiosity.
  • Convey 1 idea or point or offering.
  • Use a good, simple image to communicate quickly, easily and memorably.
  • Target a specific audience with their needs in mind.
  • The link takes the reader to the page with the information directly relating to the banner offering.
  • Have a call to action prompt (eg click here, click to view, more information, download here, claim your coupon here)
  • Media rich banners (created in flash or shockwave) are very effective but can be quite costly to design and are not easily visible by low bandwidth users. They are also not visible on iPads. For animated gifs, keep the number of slides to a maximum of 2 and limit animation to 4-7 seconds
  • Background colours most effective in grabbing users’ attention are yellow, green and blue.

Prefer to hire the services of an experienced banner designer?

Read about our banner services here.

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