How Web Copywriting Differs from Traditional Copywriting

Introduction:

Copywriting is never easy, especially when people wrongly think, that writing traditional copywriting is the same as web copywriting. It isn't.

One way of looking at web copy is that you are providing the reader with what they want to see, not what you want to sell.  Of course, what you want to sell does come into it, but with web copywriting, readers are more concerned with what it can do for them.

So the first factor with web copy, to take into account, is that the reader is active, not passive.  They need to find a reason to stay on the site, so if they don't find what they want, most web users will click off within 15 seconds, never to return. 

This means that web users do not read websites in the same way that they would read a sales letter received in the mail. 

The length of text that you use on the web should be much shorter, than any copywriting blurb, you or anyone else are used to.  However, you still must back up any claims made on the website.

One of the main differences with web copy is that most people will find it via a search engine, which means they are looking for someone like you, or a specific product, service or piece of information. This is very important, as they have a huge choice and can control which sites they visit and the content they see. 

Remember 15 seconds!

Think of the questions that anyone visiting your site, via a search engine may have, such as:

·        Have I found the right site?

·        Is what I am looking for on this site, or page?

·        Will I have to jump through hoops to complete my task (e.g. do I need to sign up for anything, before I get the advertised freebie), or is it right in front of me?

It is imperative that you address these questions, within the headline, any sub headlines you have, bullet points and content, as quickly and easily as possible.  This is to ensure that your reader stays on your website. 

Once again, the 15 second rule applies here.

So, to summarize your content needs to give good, quick and visible answers to your visitor, to show them that your site is exactly what they are looking for.  This can be done by assuring them, that they have found the right place and encouraging them to read on.

Some basic copywriting principles will remain the same, in whatever the format, as long as you are aware of the basics and the differences, you will be able to produce good web copy.  The purpose of this eBook is to teach you these basics and the secrets to successful web copy.

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