eCourse - 6 Days Of Copywriting

Chapter 2: Web Based Copywriting!

Today, much copy ends up online, as part of blogs or web pages. It’s no wonder – web pages are inexpensive, easy for readers to access around the clock, and are full of marketing potential. However, if you are writing copy for the Internet, there are a few specific rules you must follow to make your copywriting Web-friendly:

Think of your reader: Consider what your reader will see when they enter your web site. Will the copy be clear and easy to read? Monitors vary widely and in any case reading words on text is much slower and more difficult than reading text on a page. You need to make sure that you make reading as easy as possible by being concise and by using short paragraphs and sentences that let your readers understand your company without having to read very many words. Where possible, make sure that your copy appears on a neutral web background of light colours. Reading copy on a bright background or reading unusually colored copy online is hard on eyes.

Make it brief and use lots of links: Your home page should include just the basics and use visuals to communicate as well. While you should include all the copy you need to make your point and persuade your readers, do consider breaking up your copy into separate pages with links. Readers tend to shy away from long web pages full or words – they react much better to visual web sites that may offer the same amount of words but break them up into several web pages linked together.

Use visuals and web technology to boost your copywriting: Copywriting for the web does not just include writing the body text – it can also include composing the words that will be included in banner ads, in links, in audio clips, in forums, and in other parts of the web site. The most effective web copy tends to cover several parts of the web site and work together for a complete effect. Writing good copy for your web page is important, but so is composing effective copy for your web ads, emails, online manuals and catalogues and other online materials.

Provide a logical argument: Web copy should provide a logical argument and should tell readers exactly why they require your company, what your company can offer them, and what real changes your company can make in the quality of customer’s lives.

Make an emotional appeal: Although your copy should lay out clearly what your business is and the logical reasons for choosing your company, you also need to make an emotional appeal to readers. After all, readers have many logical reasons to choose your competition – why should they choose you? Effective copywriting often makes use of emotional appeals by using testimonials from customers who find that a particular service or product made a positive impact on their lives. You can also create a very effective emotional appeal in your copy by encouraging your readers to visualize. Rather than writing – “as the largest financial consulting firm, we can help you retire early,” you can further encourage customers to call you by writing “what would you do if you had seven more years? We can give you more years with your loved ones by helping you retire early.”

Establish your credibility: Whether you establish credibility by pointing out the experience and education of your staff or your company’s long and impressive history, it is important to show readers that your company can be trusted.

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