Website Copy And Content Writing

Websites are interactive hubs that deliver huge amounts of information to their visitors. Effective websites engage visitors and lead them to the right place as quickly and seamlessly as possible.

Every web page must have at least one desired action for the visitor to take, with the goal of moving them closer to making a sale.

Writing copy for websites is much different than writing for conventional media such as print, direct mail, radio, and television. It demands a specialized skill set that exceeds that of traditional copywriting, including an understanding of website structure, keyword research, eye mapping, website analytics, and much more.

Mindset Of A Website Visitor

The main difference stems from the mindset of the website visitor. A typical website visitor is proactive in nature, and when arriving on a website, is generally looking for something specific, with the expectation of taking some kind of action.

Compare this to someone flipping through a magazine and coming across an advertisement. It’s unlikely that the person is specifically looking for an advertisement, and highly probable that they will not read it. If, on the other hand, there is some interest, they may write down the website address for future use or plug it directly into their smartphone.

The point is that the magazine reader is not actively searching for the advertisement, however, the website visitor is actively seeking something specific. It may be product information, a product comparison, a free report, or even to make a purchase.

Rarely do visitors just happen to land on a site.

They proactively type a search term into a search engine, click on a link in an email, online ad, social media property, or find the link on some other form of offline media. They generally have a good idea of what they want.

The sad news is, if they feel they are in the wrong place and not finding exactly what they want, they most often leave the site, never to return.

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