Writing Copy for the Web
Copywriting online is a very different form of writing than most are used to. You want your content to be compelling and valued by your visitors, not skipped or wasted. But don’t get frustrated.
Skills needed to write online, digital text include:
- Strategically engaging your readers to satisfy their needs and want more
- Move your reader along the logical path of content consumption
- Use stories that visitors can relate to in order to connect emotionally
- Relate to your readers’ needs in such a way that they feel that you are communicating directly with them
Copywriting online is a lot like persuasive writing that we learned in grade school. You want to hold a reader’s attention and motivate them to take a desired action; whether to purchase your product, contact you as a lead or subscribe to your eNewsletter.
Actively listening to your target audience will help you determine exactly what they are looking for so you can strategize your content towards genuine interest. This isn’t always as easy as you may think, as your target customers may be looking for the same product or information but based on differing reasons.
The idea is to successfully target all of the different segments of your market with the same sales and content pages for all to see. Getting in touch with the core issues is key, no matter what segment of your demographic is reading.
Critical Copywriting Elements: Just Like In School
Effective copy begs a response of one kind or another from its readers. Online, your most likely trying to get the reader to buy or share your product or information.
The basic elements are just like they were in grade school:
- Headline (in school it was your title)
Easy as A-B-C, right?
Well, not really.
While your headline is attracting attention enough to pull the reader to the next sentence, each successive sentence should do the same for the following sentence or bullet point. Your actual window of opportunity is small so make sure your headline (or title) follows these guidelines (as should most of your text):
- Be clever, but not pompous about your wit.
- Be creative, but not lofty.
- KISS (Keep It Simple and Short)
- Add a relevant voice in relation to your brand and how you want it portrayed
- Make it MEMORABLE