Many small to medium sized business owners attempt to cut their expenses by creating their own website content and sales copy. There’s absolutely nothing wrong with that. However, you need to realize that there are important differences between writing sales copy for online applications as compared to writing copy for those that will presented in an offline medium. The material that you provide on your website, in your articles, on your blogs and in the scripts for your video presentations will act to serve you 24/7/365. And you want it to serve you well.
Some tips to remember about web based copy writing:
- Surfers do not read – they scan.
- Web site visitors, in most instances, are not searching for lengthy, time-consuming content to toil through. They want their material to be direct, relevant and easy to assimilate.
- The copy that you present for your online readers definitely should not be loaded with marketing fluff. Provide them with well organized content that has a lot of meat.
- The content that you create for your online applications should be easy to read. It’s a proven fact that the vast majority of web surfers read at about an eighth grade level.
The main differences between online in offline copywriting:
- Online copyrighting does not become more expensive to produce with the inclusion of increased white space. In a magazine or newspaper, white space costs money. On the Internet, it does not. You should utilize white space to break up your content in order to make it more readable.
- Offline copywriting does not and cannot include links to other relevant resources. Help your readers to become more educated by including easily clickable online hypertext links.
- Search engine spiders do not crawl offline print; they crawl content presented on the Internet. You need to base your online copyrighting on well-thought, long-tailed keyword phrases. Keep the saturation level of these phrases at less than 5% for best results.
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