Copywriting For Websites
From the ground up the web was built for one purpose - information sharing. Basically - all the information written for websites define "website content writing." Over the last few years however, the Net has become much more complicated. As a result we have many new web terminologies that have to be understood and mastered.
Hopefully this brief look at copywriting for websites will help make website content writing more understandable. At it's core the Internet established a new medium for information sharing, the writing you put on the web must be considered a new form of writing...
Website content writing tries to accomplish two things: relevance and searchability. Relevance means that the content presents helpful, informative, and beneficial knowledge to the visitor. Searchability means that the content employs keywords and phrases that make the information easy to find using popular search engines.
Both traditional copywriting and web content writing try to present truth where facts are concerned; state opinions where editorial is requested; and explore the imagination using vividness & creative language.
They differ greatly with regard to formatting! Your website content requires short paragraphs using very brief sentences. Millions of web pages exist and can be searched by Internet users. As a result - reading on the web tends to be fast paced. Skim-Scan-Scroll! Readers prefer to finish content quickly, if only to move on to another resource, or unclicked link.
When copywriting for the web be certain to maintain clarity, conciseness, and a system. Outlining tools will be your best friend. Your headlines and subtitles should always be catchy and limit their word count. The paragraphs you write should only contain three to five simple sentences. Too much more and you lose the reader's attention.
A majority of the web has been taken over by marketing and sales professionals trying to sell products and services. Over the last couple of years web surfers have become savvy to annoying pop-up ads and other gimmicks. Because of the savvy nature of the web-consumer, sales pitches and sales copywriting on the web are usually viewed with suspicion. Your website content should lack the blunt or conventional sales pitches. There is no better way to turn off a prospect than bombarding them with fake articles using irritating sales copy.
The element that helps website content stand apart from traditional copywriting is the use of keywords and key phrases to organize and index the text. Looking for information on the web would be a huge frustration without the advent of major search engines.
You must always be concerned with your use of keywords and phrases when writing content for your website. The use of popular, and searchable keywords greatly define the success or failure of website content. Because many of these keyword terms and phrases are so competitive - it is important that the content be well written and truly deliver what the online users are searching for.
Here is a short breakdown of how I begin organizing content for my own websites. You can use these steps - or any one part - to build great web content.
Your Tasks Include - -
1 - RESEARCH into target keywords, competitor sites, and the niche area
2 - ORGANIZATION of research into a Basic Website Structure (Home, About, Services...)
3 - WRITE and refine the content into small website ready mini-paragraphs / descriptions
4 - APPROVAL of content by close review for errors
5 - POSTING of content to the website itself
Recommended Content Length -
Basic Website Pages - approximately 200 words
Make Sure Your Content Covers -
Who - Who we are, Who we serve
What - What we sell, What we do
Where - Where we are, Where we serve, Where we are seen
When - When we started, When you need us
Why - Why we do it, Why you should choose us
How - How we deliver, How we serve you, How you use the product
and a Call To Action - “Go to form”, “Take Action”, “Call”, “Visit”, “Buy”
Once you get past the standards - there are many other ways to build out website content as follows ...
Information Products - refined thoughts and instructions for sale...
Press Releases / Articles - informative, editorial, journalism copy writing...
Sales Letters - traditional copy writing with a purpose...
Hope this helps as your endeavor to create website content for your blog and product descriptions!