What makes web copywriting different?

With millions of websites all jostling for pole position on the virtual racetrack of the Internet, specialist web copywriting has become an essential tool for any company serious about having its site ranked in the top 10 for certain key phrases.

Websites featuring copy that hasn’t been "search engine optimised" (i.e. written specifically for the Internet) are almost guaranteed to be left behind on the starting grid.

Of course, many of the principles that apply to copywriting for newspapers, magazines and other forms of printed media also apply to web copywriting. For example, copy should be fit for purpose, and its tone, style and content should be appropriate for the intended target audience.

Yet there are subtle differences which differentiate web copy from other copy, such as:

• Selection of competitive key phrases and their insertion within the copy.
• Use of short, “bite-sized” paragraphs and bullet points.

It is not enough for web copywriters simply to be skilled writers - they also need to be familiar with the highly complex algorithms which search engines use to evaluate relevant, high-quality copy on the web.

The task of creating successful web copy that will persuade and motivate its readers is hugely challenging, as will rapidly become evident from the articles linked to below:

Skills for effective copywriting
When web copywriting goes wrong
Using web copy with web 2.0
Web copywriting differences from print
Using copywriting to attract site visitors
Keep it simple with effective web copywriting
Write positively not passively in web copy                           
Using web copy to get traffic to your site

So if you want your website to be found quickly and easily, and your corporate message to make an impact online, it pays to consult a professional search engine optimisation company for whom top quality web copywriting is a way of life. That way your copy is sure to be first past the post…