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Copywriting For The Web - Deliver Both Creativity And Keywords For Success

Apr 18, 2008
As more businesses flock to the Web, the need for copywriters explodes. In this article, we'll discuss Web copywriting, which is different from writing copy for print or for the audio-visual media.

Web copywriters write sales pages for the Web, rather than informational pages. Web pages which are strictly information are "content", rather than copy.

So what do you write as a Web copywriter?

You write all text which is marketing, advertised, and sales related. This text can include PPC landing pages, PPC advertising, straight Web sales pages, autoresponder copy, and much more. If the goal of a page is SALES, it's a job for a Web copywriter.

Here are four tips which will help you in writing copy for the Web:

1. Write for the Web site's visitors first

When you write for the Web, you're writing for people, with the search engines in mind. You must write with keywords - these are the words which people type into the search engines' query boxes to find what they want online.

If you haven't done any keyword research, then that's your first step, before you write a word of Web copy.

That said however, write for people, rather than for the search engines. Avoid Web-spam. Not only is it ineffective, because your copy won't convert, it's also likely to get your site banned and removed from the search engines.

2. Sometimes you must write for the search engines first

Occasionally you'll write copy which is for the search engines first, and then for people. For example, if you're writing catalog copy, start with the keywords - usually a brand name and model name and number - because these terms will get the catalog page found.

Once you've incorporated those vital words and numbers, you can write the copy.

3. Page titles and page descriptions are important

Although Web copywriters (usually) don't code pages, you will need to provide two things for the person who develops the page you're writing: a page title, and a page description.

Page titles and descriptions are vital for the search engines.

4. Write for scan-ability: make your Web copy easy to read

No one "reads" on the Web. Everyone scans, running their eyes rapidly down and across pages, looking for information.

As a Web copywriter, you need to take this into account when writing Web pages. The old copywriter's formula of AIDA (Attract/ Attention, Interest, Desire, Action) certainly applies.

White space is important. It makes your copy inviting. For a Web sales page for example, include lots of bullet points and sub-headlines. Your goal is to keep your site's visitor reading - to force him to read right down the page.

Web audio and video are useful strategies for some Web sales pages. However, don't repeat what the site visitor can read. The audio and video should add to the sales page, rather than repeating what's already there.

There's never been a better time to be copywriter. If you're thinking about a copywriting career, start now! I and my colleagues are booked up months in advance, so get started today. You'll be pleased you did.
About the Author
Want copywriting instruction? Angela Booth's "Copywriting Master Class - Ten Weeks to Copywriting Genius" teaches you copywriting secrets of the masters. Angela Booth's ebook "Seven Days To Easy Money: Copywriting Success" takes you from novice to pro copywriter in just seven days. You could be signing up your first clients within two days.
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