Writing for the web

Writing for the web is different to writing for a brochure or other printed document. When you engage Blue Platypus, you can expect professionally written copy as part of our standard service. Of course we encourage you to supply us with some basic information or existing printed material to use as a basis for your new web copy. But you can expect it to change substantially.

The top five points to consider when writing copy for the web versus copy written for printed material:

1. Tone of web copy is different to print copy
2. Style of web copy is different to print copy
3. Web copy should be written for search engines
4. Websites should include full contact details
5. Call to action should be included on every page

Tone of web copy

Firstly, the tone of the copy is different. Web copy should be simple and understandable for a global audience. It might seem “dumbed-down”, but then think of how a person finds you on the web. Often by chance with no introduction from you. You are not there to explain your company or products or services. “Keep it simple” is the rule. In contrast your corporate brochure is usually handed over in a face-to-face meeting or enclosed with a friendly introductory letter.

“You” is a powerful word. People like to think your website is talking to them. We write copy the user of your website, in a conversational tone, not for corporate ego.

Writing style for the web

Secondly the style of the copy is different. Sentences are likely to be shorter. They should be just 15-20 words. Bullet points might be used to define lists. Headings might be added to “chunk” text. Simple techniques such as these make reading on a screen easier. Long sentences are best reserved for printed materials. This enables readers to scan the screen for important concepts. The important concepts you need to get across are your key messages and calls to action.

Writing for web search engines

Thirdly, it might seem repetitious. There is good reason for some repetition in web copy. Search engines search on words, not pretty photos or flashy graphics. The more often your website mentions “keywords” the more likely your target market will find your website using a search engine. Keep in mind however that there is no way to trick search engines. It’s not about mindless repetition. Quality content is the key here, but you may find that we use some words multiple times. When you are writing for a brochure, the exact opposite is true – a copywriter usually tries to eliminate using the same word over and over again to keep the copy flowing.

Contact details are crucial

Fourthly, we recommend that every website includes complete contact information including a phone number and an address. Some people prefer to pick up the phone rather than fill in a form. You need to account for these personal preferences or risk loosing leads. Contact details also add credibility and approachability. Think of your own frustration at companies online that seem to not want you to contact them. A simple phone number can help avoid this negative feeling.

Call to action in your web copy

Finally, when you are briefing your website copywriter, consider what you are trying to achieve from the website. This is where the call to action comes in. What do you want your reader to do once they have looked at your site? Do you want them to call you, register for an email newsletter, buy something online?

What are you waiting for?

We are here to help. Contact us with any questions you may have or for a free quote.