A writer is a copywriter is a web copywriter right? Well no. Contrary to what many people believe all three are quite different in their approaches, work and intended outcomes.
So what defines web copywriting? What differentiates a web copywriter from any other type of writer and what can you expect when you use a web or SEO copywriter to create copy or content for you?
For those of us who work day to day in marketing, internet marketing and web copywriting it’s often easy to assume that when we talk to people about writing online, SEO and digital copywriting people automatically know what we’re talking about. Sometimes it’s good to take a step back and clearly identify exactly what a web copywriter does and the sort of things that a website copywriter delivers.
Web copywriter skills
Well first and foremost, when you apply the skills of a professional copywriter to your marketing you will have someone who clearly understands that website copywriting is far more than just posting a company brochure on line. Ask yourself why your organisation is going to the time, trouble and expense of investing in an online presence? Just as an online brochure? A notice board? Hopefully not.
People often mistake marketing copy and especially the work of a SEO copywriter as a creative endeavour. It isn’t. The job of any copywriter is a business process and all eyes should be placed firmly on business goals – increased numbers of site visitors, encourage enquiries, promote sales, subscriptions or account openings, renew a contract. Whatever your business objectives, a web copywriter can be instrumental in helping you fulfil them.
In order to get a clear understanding of the project a digital copywriter will be sure to formulate a clear understanding of your products and services (the offering), your audience and your business objectives. Armed with this research a website copywriter is in the position to structure the information in ways that can fulfill business requirements.
Skimming, Scanning and Spiders
At best people will only read 75% of the copy on a page, preferring to skim and scan for relevance. A good web copywriter will break sections of copy into readable sections using relatively short sentences, headlines, sub headings and devices such as bold, bullet points and lists. They also appreciate the SEO (search engine optimisation) aspect of digital copywriting and will integrate keywords and keyword phrases into headlines and towards the beginning of the page (inverting the pyramid) where the search engine spiders will weight them strongest. Segmented website traffic arriving at the site through careful keyword research and deployment are searching for information and they want it quickly. The name of the game is to make life as easy as possible for both human visitors and the search engines.
Power writing for your audience
Clean, concise language makes for powerful copy. A professional web copywriter will do their best to avoid cliches, flowery language and complicated, exclusive language. Using universal language is an effective way of making calls to action and delivering business objectives. You need to engage humans AND search engines to win business.