A copywriters guide to writing for the web

When writing print copy, you can engage the attention of your readers by ensuring pieces are well-structured with an enticing introduction, sustained argument and carefully considered conclusion. However, people are reluctant to read online articles as thoroughly and web readers must be presented with the information they require in a way that better suits their reading habits. This means that you’ll have to adopt a number of stylistic conventions to appeal to the distinct needs of the Internet user.

Capture Their Attention.

In both traditional and web copy, it’s essential that you capture the attention of the reader, which makes headlines and sub-heads vitally important. A striking headline is crucial in engaging the attention of your reader; visitors can find another website with ease if you don’t instantly engage them. Sub-heads are also crucial as you can use them to summarise your article, allowing readers to swiftly find the information they require. Emboldening key phrases and words will also assist readers, helping them to scan and digest the information they require.

Don’t Ramble On.

Web copy needs to be briefer and more concise than traditional copy. Because web users have a notoriously short attention span, it also needs to contain as much information in as little space as possible. On average, the Internet user will only read around 75% of your copy, which means the main points of your story should be situated towards the beginning of your article. Generally, any web copy you write should be 50% shorter than print copy. The golden rule for this genre is almost certainly, less is more. Your readers will also find your copy more engaging if it’s structured in digestible paragraphs, making it easy for them to get the most out of your copy.

Keep Things Simple.

When crafting your wonderful web copy, you should be constantly aware of the language you’re using. The nature of web copy means that it should be much more universal than print copy. By ensuring language is kept as simple as possible and excluding clichés and corporate jargon, you are allowing your article to appeal to the widest possible audience.

The Distinct Needs of the Internet User

Writing traditional copy and writing for the Internet have many differences, which reflect the distinct reading habits of their target audience. Unlike readers of print material, the Internet user is an active reader who likes to engage with copy; if they are unable to swiftly find the information they require, they will simply go elsewhere. Of course, this will have a negative impact on traffic, which emphasises why it is essential for copywriters to please their target audience by catering for their unique needs. Ultimately, the reader dictates your style and as long as online and print reading habits remain different, you’ll have to adapt your style to please them.