AN INSIGHTFUL GUIDE TO ONLINE COPYWRITING
One thing you should know is that your online copy is a hardworking multi-tasker. Your digital copy writing must provide information to visitors, engage with them, convince them to take a desired action and, all the while, convey brand ethos. It also has to provide context and relevance to search engines. It needs to achieve all this without making it look as if the author is trying too hard.
You will see in this post that writing for digital is different from writing for more traditional media. Because of the sheer volume of information on the Internet, quality content is king – many people argue that it is one of the most significant determinants of the success of your online campaigns. Considering it is one of the most direct lines of communication with your consumers, this is not surprising.
Online copywriting involves everything from the text on a website to the subject line of an email, and all things in between. From PR articles of 800 words to four line search adverts, if it’s being read on a screen, it’s online copy. Writing for digital does not mean the traditional rules of writing need to be abandoned. By and large, the foundations remain.
In this post, you will learn:
- The principles of writing for your web audience
- Which types of web copy are available to you
- The basics of HTML for formatting online text
- How to write for search engine optimisation (SEO), focusing specifically on keywords
- The best practices for successful online copywriting
THESE ARE THE 5 TACTICS FOR YOUR GROWTH SUCCESS ONLINE COPYWRITING ACTIVITIES
Tactic 1: Always Write For Your Target Audience
One of the assumptions you can make about writing is that it is done for an audience. In marketing and advertising, knowing your audience is vital: it will guide you in developing your content strategy, determining the topics they are interested in, and help you organise information in a way that makes sense to them. It will direct how you express your copy for your audience.
Ultimately, understanding who you are writing for will ensure that you are able to communicate your message to them and thereby increase the likelihood that your copy will achieve the desired result.
Step one of writing for digital is to ensure you have researched your audience and understand what they want. Once you have a clear idea about this, you can figure out how to fulfil those needs using your copy.
Holly Buchanan of Future Now (Buchanan, 2008) summarises this with three questions you should ask:
- Who is my audience?
- What actions do I want them to take?
- What information do they need in order to feel confident taking action?
When you are researching your audience, there are two useful concepts to bear in mind:
- The audience of one,
- The Audience of One:
According to Price and Price, audiences were traditionally thought of as a vast and vaguely defined crowd (Price & Price, 2002). Because the web provides a voice to individuals and niche groups, the concept of this mass audience is disintegrating.
Price and Price go on to argue that the Internet has led to an audience of one (Price & Price, 2002). What does this mean? While your audience is not literally one person (and if it is, thank your mum for reading your copy, but spend sometime growing your readership), it is not a vast, vaguely defined crowd either. Instead, the web has many niche audiences who are used to being addressed as individuals.
When you are writing marketing material, you need to identify that ‘individual’, investigate what he or she wants, and write as if you are speaking directly to him or her. The individual that you have in mind when you are writing could also be called a persona.
A persona is a profile that a writer creates to embody the characteristics of the target audience for whom he or she is writing.
Personas are based on the profile of readers of your copy. Creating a profile is all about considering the characteristics of your readers and their needs and desires. When you are building this profile, there are a number of things that you should consider about your audience:
- Are they primarily male, female or a mixture?
- How old are they?
- What are their other demographics and psychographics?
Once you understand these simple characteristics, you can ask yourself some more in-depth questions. If you are selling something, questions include:
- How do they make purchasing decisions?
- Do they compare many service providers before selecting one?
- Do they make lists of questions and call in for assistance with decision making, or do they make purchase decisions spontaneously based on a special offer?
Understanding the reader profiles of your readers is an important process, and the best copy usually results from extensive time spent figuring out your audience. Tailoring your copy to your audience does not necessarily limit you to one persona. Digital copy can be structured so that it caters for several personas.
Also consider that your various marketing channels may have different audiences, so ensure that you have a persona for each main platform you use. However, you need to spend time understanding their needs before you are able to write copy that addresses these personas.
Figure: A typical Audience Persona
Tactic 2: Determine The Best Type of Copy To Communicate Your Message
Whether it is long or short, the purpose of content is to communicate a message. Communication implies that the message has been both received and understood. The considerations covered here are aimed at ensuring that when you distribute a message, it is communicated effectively to the people who need to receive it.
In order to communicate the intended message effectively, content needs to be:
- Clear and concise
- Easy to read
- Well written
- Well structured
Content written for the web can be divided into two broad categories:
- Short copy
- and Long copy.
1. SHORT COPY
On the web, writers often have very little time and space to get a message across to a visitor, and entice them to take action. This is especially true of banner and search adverts, but is also important across all digital marketing disciplines. Probably the most important short copy anywhere is the Call to Action.
Some Important Forms of Short Copy Include:
Call to Action
Users scan web pages and look for clues on what to do. Tell them. A Call to Action is a short, descriptive instruction that explicitly tells a reader what to do (for example, ‘Click here’ or ‘Buy this now’). Any time there is an action you want a reader to take, a Call to Action should instruct them on what to do. This means using active verbs when you write, and crafting hyperlinks to be clear instructions that resonate with your visitors at each step in the conversion process.
Banner advertising involves clear Calls to Action, and they can also be used in social media posts, search adverts, content marketing and more. Call to Action copy is not limited to short copy: email newsletters and promotions should also make use of Calls to Action, and we even see them all over web pages.
A good Call to Action resonates with the action the visitor needs to take, as opposed to the technical function that is performed. For example, if a user has entered an email address to sign up to your email newsletter, the action button should say ‘Sign up’ and not ‘Submit’.
Also consider what actions mean offline. For an email newsletter, ‘Sign up’ can have very different connotations from ‘Subscribe’. Furthermore, ‘Subscribe’ is very different from ‘Subscribe for free’. Whereas subscriptions have connotations of costs, ‘Sign up’ does not carry the same burden. However, ‘Subscribe for free’ could imply greater value – something that would normally carry a cost is available to you for free.
Figure: Example of “Call To Action”
Titles and Subject Lines:
Titles and subject lines often form part of a body of long copy. However, they are important enough to be discussed as stand-alone short copy. Titles and subject lines are there for a very important reason: they tell a reader whether or not they should read further. They are the gateway to your content.
Consider the following titles:
- Guide to online copywriting
- Ten steps to online copywriting that sells
The second title conveys more information and excitement to the reader, which helps the reader to make a decision to read further. Subject lines are like headlines for emails, and can make the difference between an email being deleted instantly and being opened and read. As with a headline, which should be carefully crafted like the headline of a newspaper, use the subject line to make it clear what the email is about. For example, if there is a promotion in the email, consider putting it in the subject line as well.
Titles, headlines and subject lines need to be both persuasive and enticing. Consider what need your copy is meeting for your readers, and express that first.
Search adverts have very limited space and time to get a message across, as well as plenty of competition for a reader’s attention. These four lines of copy need to work hard to ensure a top return on investment.
Search adverts typically follow the same basic structure and have strict character limits for each line:
- Heading ————(max. 25 characters)
- Two lines of advert copy———- (max. 35 characters)
- Which can be displayed on one line————-. (max. 35 characters)
- web-url.com————- (max. 35 characters)
With a limited character count, it can seem daunting to communicate information that entices the right people to click through, and differentiates you from your competition. Testing variations of copy is the best way to determine what works best for your campaign.
While copywriters are not generally responsible for writing paid search ads, they are often brand custodians and should review all copy representing a brand.
Figure: An Example of a Paid Search Avert on Google
You’ll read more about this in the Search Advertising post.
Social media allows brands to have conversations with their customers and fans. This gives consumers a powerful voice and the ability to tell brands what they want. There are a few considerations to keep in mind when creating content for social media:
- Research is vital: Understand what type of content community members want. Meaningful and relevant content is more likely to be shared.
- Remember that it’s a conversation: Your content must be personable and appealing. Use personality and convey the humanity of your brand in order to generate conversation and encourage comments.
- Write shareable content: Offer value and be insightful. Ultimately you should aim to create an overall perception that your brand is the thought leader in its industry. Shareable content is credible content.
- Avoid overly promotional content: Community members are likely to see right through a sales pitch.
- Have a solid communication protocol: These can be internal guidelines for organisations to follow on how they use and communicate on social media platforms.
All of these points will be covered in more detail in my social media post.
Figure: Facebook Sponsored Post
2. LONG COPY
Online copywriting is not just about short, sharp Calls to Action and attention grabbing headlines and adverts – it also covers longer pieces of content.
Longer copy has advantages. Primarily, it allows you to provide more information and encourage the reader to convert. You can foster a relationship with a reader, whether it is on a blog, through email communications, or through articles and news releases. With more words and space available, you are able to build a voice and a personality into your writing.
The expression ‘long copy’ is somewhat misleading. As online readers behave slightly differently from offline readers, it is unlikely that a skilled copywriter will be called on to create copy for the web that is longer than 800 or 1 000 words per page (although, of course, there are exceptions to this).
Long copy needs to be structured and formatted so that it’s easy for attention starved web readers to digest. Web users tend to scan pages quickly to determine whether or not they will read further. Specifically in longer copy, you need to take this into consideration.
There are many types of long online copy. Here, we will focus on a few that are useful for marketing:
- News releases
- Articles for online syndication
- Blog posts
Bear in mind that this is by no means an exhaustive list.
The news release is a staple of public relations. As the Internet grows, so does the overlap between PR and marketing. As a result, many copywriters are called upon to write news releases for online distribution as this is a standardised format for releasing information.
Originally intended to provide information for journalists, news releases are increasingly being read without going through the journalists first. This means that they should be written in the brand tone, be accessible to the general public, and be optimised and formatted according to the principles of good web writing (more on those later). Also remember to focus on a compelling headline to win over your reader.
Articles for Online Syndication
Online article syndication involves writing articles that are in no way a direct promotion of your brand. In other words, they are not press releases. These articles are written to provide information and valuable content to readers about something which is indirectly related to your product or service.
For example, a hotel management company could write articles about travel tips and advice, while a pet food seller could create content around ways to keep pets healthy and happy.
Articles are submitted to online article directories, from where they are picked up and republished on other sites. As the articles contain links and key phrases relevant to your site, the benefits for SEO can be excellent. But the strategy won’t work unless people want to read your articles – so they need to be interesting, informative, and not just thinly disguised adverts.
You are aiming to inform your audience, position your brand as an expert in your field and demonstrate authority and thought leadership. While this practice is not as widely used as it once was, a well-executed online article syndication strategy can still yield results.
Email as a channel is an integral part of many online marketing strategies. Of course, content is a huge part of this; it comprises the words in an email with which a user engages.
By virtue of their nature, emails are the ideal medium for communicating and building relationships with your consumers. Successful email campaigns provide value to their readers.
This value can vary from campaign to campaign. Newsletters can offer:
- Humour and entertainment
- Research and insight
- Information and advice
- Promotions and special offers
Blogs can be very successful marketing tools. They’re an excellent way to communicate with staff, investors, industry members, journalists and prospective customers. Blogging also helps to foster a community around a brand, and provides an opportunity to garner immediate feedback.
This is an audience made up of players vital to the success of a company – which is why it is important to get blogging right. A key consideration is the quality of your headlines – you have to convince your reader to grant you attention. (Referencing: E-Marketing By Rob Strokes & The Minds of Quirk)
There is plenty to be gained from the process of blogging and obviously, the value, as with email marketing, lies in the content. This communication channel provides an opportunity for you to foster an online identity for your brand as well as giving your company a voice and a personality. This happens through the content you distribute as well as the tone you use to converse with your readers.
There is more information on blogging in my post on Social Media Channels.
Tactic 3: Your Copy Must Be Responsively Structured For All Devices
Website Copy Must Be Appropriate & Suitable For Online Audience
Digital copywriters need to structure content effectively so that users want to engage on the site and read on. Some ways to create digital copy that is usable and appropriate for an online audience include:
- Writing text that can be easily scanned.
- Using meaningful headings and sub-headings.
- Highlighting or bolding key phrases and words.
- Using bulleted lists.
- Having a well-organised site.
- Limiting each paragraph to one main idea or topic. The leading sentence should give a clear indication of what the paragraph is about. Readers can scan each paragraph without missing any essential information.
- Cutting the fluff. Get rid of meaningless turns of phrase and words that bulk up copy unnecessarily.
- Removing redundancies. These often creep into writing by accident, but you should work to eliminate them in order to get to the point.
- Including multimedia wherever relevant.
You Must Be Writing for Mobile Users
Mobile websites differ from traditional websites for various reasons . Here are some points on creating digital copy for mobile websites that encourages interaction and achieves marketing and business goals:
- Get to the point. With limited screen space, there really is no room for wordy text. You need to determine exactly what your message is and get to the point quickly!
- Put the important bits up front. This includes contact information and navigation links. Word these clearly so that people can take the right action.
- Condense information to its simplest form. But ensure that it still makes sense and is grammatically sound
- Use a Call to Action upfront. Mobile web users are goal-orientated, so provide them with the next step early on.
- Use headings and subheadings for scanning.
Tactic 4: Know How To Take Advantage Of HTML For Formatting
HTML stands for HyperText Markup Language, and it’s the foundation of documents on the web. HTML tags tell browsers how to present content. HTML tags are written in brackets that look like arrows: < >.
A good digital copywriter will also be able to use basic HTML to lay out copy, knowing that the appearance of the page will get his or her words read. It should be easy for users to skip and skim the copy, and it should be easy for them to find the parts that are most relevant to them. (Referencing: E-Marketing By Rob Strokes & The Minds of Quirk)
When writing online copy, you can use an HTML editor, where you insert the tags yourself, or a ‘What You See Is What You Get’ (WYSIWYG) editor, which works in a similar way to a word processor. Basic HTML is not hard to use, and will help you format your content.
Here are some basic HTML tags:
- To bold: <b>phrase you want to bold</b>
- To italicise: <i>phrase you want to italicise</i>
- To underline: <u>phrase you want to underline</u>
- To list: <li>lines you want to list</li>
- To create a paragraph: <p>paragraph text</p>
- To insert a line break: <br>
- To insert a link: <a href=“page url”>phrase you want to link</a>
- To insert a heading: <h1>Level one heading</h1>
- To insert a sub-heading: <h2>Level two heading</h2>
The tags also help search engines to identify how the content has been laid out on the page. The best way to get to grips with HTML is to start using it online, where you can see how the tags work.
Tactic 5: Always Integrate SEO To Optimize Your Copy
A good online copywriter will have a thorough understanding of SEO and how this can be integrated into his or her writing. Key phrases are used in long and short copy alike, to great effect.
Learn How To Optimise for Human and Machine Users!
One of the most notable differences between writing for print and writing for digital is that when it comes to the latter, you are writing not only for an audience, but also for the search engines. While your human audience should always be your first priority, your copy also needs to speak to the search engines in a language they can understand. This digital tactic will be covered in greater depth in the post on Search Engine Optimisation.
Optimising your copy for search engines is important because your target audience is likely to be using a search engine to find the products or services you are offering. If the search engine is not aware that your content can give users the answers they are looking for on a particular subject, it won’t send traffic to your website. Optimising your content for search is the process of telling search engines what content you are publishing. Keywords and key phrases are an integral part of this. (Referencing: E-Marketing By Rob Strokes & The Minds of Quirk)
SEO copywriters need to know how to blend keywords into their content and how to use them in conjunction with text formatting and meta data. In addition to assisting you with structuring your content, these tags indicate relevance and context to search engines. Some of the tags are used by screen readers, and so they assist visitors with technical limitations to access your content. The meta description can also be used by search engines on the search engine results pages (SERPs).
Seamlessly Integrate The Right Key phrases!
A keyword refers to a single word used in a search query, while a key phrase refers to more than one word used in the search query.
Key phrase research is an important element of digital copywriting, and is covered in detail in the chapter on SEO. Having identified the themes of your web pages, keyword research should be used to identify what phrases your target audience use when searching for you. It is important to know what people are searching for, so that you can give them what they need. Once you have a good idea of the words people are using to find information online, you can use these phrases in your copy as a signal to search engines that your content is relevant to these users.
A good copywriter is able to weave a predetermined set of key phrases into a piece of copy seamlessly, so that the reader cannot detect that they have been included. Each page should be optimised for a primary key phrase, and can be optimised for a secondary and tertiary key phrase as well.
Usually a web page is optimised for three key phrases, but can be optimised for up to five (although only if the page is very long). Any more than that and you are better off creating new, niche web pages. Key phrases can be integrated into nearly every type of content that you write for the web.
Below are a few places where you should include key phrases on your website:
The page title appears at the top of a user’s browser and should be able to tell the user (and the search engine spiders, of course) what the main theme of the page is. The page title is usually limited to 71 characters (including spaces). The key phrase should be used as close to the beginning of the title as possible, followed by the name of the company or website.
The main key phrase for the page should be used whenever possible in the URL for the page. If you are using a blogging tool or content management system (CMS), the URL is generated from the page title, so using the key phrase in the page title should ensure that it is in the URL as well.
The meta description is a short paragraph describing the page content. This summary is usually shown on the SERPs if it contains the search term, which means that it needs to entice users to click through with a strong CTA. The spiders use the meta description to deduce the topic of the page, so using targeted key phrases is important here. Copy is limited to 156 characters (including spaces).
Meta keywords are the list of the words and phrases that are important on a web page. Using targeted key phrases is important, but remember – no keyword stuffing. The meta keywords are limited to 200 characters (including spaces).
This is, however, no longer a major source of information used by search engines (though it certainly doesn’t hurt to include these).
Headings and Sub-headings
Spiders assign more relevance to the text used in headings, so it is important to use your key phrases in the headings on your page. It also helps to structure your content. Headings are created with HTML tags.
- <h1> Main page headings
- <h2> Sub-headings
- <h3> Information under the sub-headings
Having a good heading hierarchy is important as spiders use it to move through your page and understand its relevance to the search query; it also helps human readers to scan your page.
The number of times you use the key phrases is entirely dependent on how long the page of copy is. You want to optimise the page for the key phrases without their use being overt.
For SEO effectiveness, a page of web copy should be at least 250 words long. On a 250-word page, you could use the primary and secondary key phrases several times (this includes use in meta data, headings, title and body copy). Make sure that these integrate seamlessly into the text and that it sounds as natural as possible.
The page should not be so long that the user needs to scroll continuously to get to the end of it. If you find the page is getting exceptionally long, consider breaking it into different web pages for different sections. In this way, you could add several pages of optimised copy focused on one theme, instead of one very long page.
Links to Your Optimised Page
The text used to link from one page to another is considered important by search engine spiders, so try to ensure that your key phrase is used when linking to the optimised page. The anchor text of links should include the key phrase of the page being linked to, and not the page being linked from.
Images: Alt Text and Title Tags
Alt text refers to the ‘alt’ attribute for the <img> HTML tag: this is the text that appears in the caption. It is used in HTML to attribute text to an image on a web page, normally to describe what an image is about and display text in instances where the image is unable to load. While this is handy for humans and aids accessibility, it is also used for another reason: search engine spiders can’t read images, but they can read the alt text. The image title tag shows when you hover with your mouse over an image (depending on your browser) and can also be read by the search engine spider.
Figure: Optimizing a Blog Using a Yoast SEO
WHAT ARE THE BEST PRACTICES FOR ONLINE COPYWRITING?
Now that we have covered the basic theoretical principles of writing for digital, we need to look at the best practices to apply whenever you are writing copy for publication on the web. There are several things that you need to consider:
- Does your copy convey a creative idea?
- Does the layout of your copy make it easier to read?
- Is your meaning clear and direct?
- Does the copy convey the features and benefits necessary to make your point (if applicable)?
- Will your readers clearly understand the content of your writing?
- Is the content of your message structured in a logical manner?
The rest of this post will be dedicated to ensuring that you have the knowledge and tools to answer these questions.
1. Does Your Copy Convey a Creative Idea? – Conceptual Writing
Most of the points in this post have focused on the practicalities of writing online copy, such as getting information across and encouraging user actions and engagement.
But copy should also be creative, beautiful and thought provoking. Your copy should also express an idea that grips readers. Conceptual copywriting is about making an idea memorable merely by using words to express it – the idea is central, and the words are the vehicles that convey it. Clever wording, smart ideas and thoughtful copy should make the reader pause, think, and want to engage more deeply with your idea.
While images are often used to express powerful ideas, words can be just as effective. Consider this famous example, which demonstrates how a small change in the copy can radically affect one’s perception of an idea:
- A woman without her man is nothing.
- A woman: without her, man is nothing.
Writing conceptually means understanding who your audience is, knowing what meaning you want to convey, and then expressing this cleverly through words. The idea is to write so engagingly that people just can’t stop reading!
2. Does The Layout of Your Copy Make it Easier to Read? – Layout and legibility
As we have mentioned already, readers process content differently online from the way that they read offline. On the web, readers tend to scan text rather than read every word.
As a result, online copy is judged at a glance, not just on content, but first and foremost on its layout. It needs to look as if it’s easy to read before a user will choose to read it.
Digital copy should be easy to scan. This means using:
- Clear and concise headings
- Bulleted and numbered lists
- Short paragraphs
- Bold and italics
- Descriptive links
3. Is Your Meaning Clear and Direct? – Language
The basic principles of good writing apply online, but because your audience’s attention is limited (and often divided), it is best to keep it simple and tailor your language to your audience.
The tone of your content should be consistent with the brand you are writing for. Brands will often have full tone-of-voice documentation – if they don’t, read some of the brand material to get a feel for the company’s style of communication.
Grammatically speaking, people expect characters to execute actions that have an impact on objects or other characters. For example: The girl ate a chocolate.
- The girl is the subject.
- Eating is the action
- The chocolate is the object that is affected by the action
This is known as the active voice. Unfortunately, writers often use the passive voice. This turns the object into the subject.
For example: The chocolate was eaten by the girl. The human brain automatically translates this into the format that it expects. According to Price and Price, this adds 25% to the time required to understand a sentence (Price & Price, 2002).
When writing for the Web, it is better to use the active voice.
Neologisms and Buzzwords
Sometimes the World Wide Web is referred to as the Wild Wild Web as it is an environment where anything goes. The ever-growing numbers of social media participants, for example, habitually play fast and loose with grammar. (Referencing: E-Marketing By Rob Strokes & The Minds of Quirk)
With new services and products being developed daily, it can feel as if the list of new words (and their uses) is growing faster than you can keep up with. Dictionaries and reference guides celebrate this regularly with a ‘word of the year’, usually one that has been in heavy use on the Internet for the three years preceding its entry into a dictionary.
For example, in 2005, ‘podcast’ was voted word of the year by the editors of the New Oxford American dictionary (Oxford University Press, n.d.), while ‘blog’ had its day in 2004 when it was declared word of the year by Merriam-Webster’s Dictionary (Merriam-Webster, Inc., n.d.). The word ‘blog’ was coined in 1999 (Wikipedia, 2012). Online services can quickly become verbs in everyday language, so we talk of ‘Googling something’ instead of ‘searching on Google’, and of ‘Facebooking someone’.
Always remember you are writing for your users – and talk in the same way as they talk. If your content is aimed at cutting edge early adopters, then pepper it with the latest buzzwords. If your audience does not know the difference between Mozilla Firefox and Internet Explorer, then be cautious when using a word that did not exist the day before.
4. Does The Copy Convey The Features and Benefits Necessary to Make Your Point (if applicable)? – Features and Benefits
Writing compelling copy means conveying to readers why they should perform an action. While features may seem all-important, you need to communicate the benefits of the features to the user.
- Feature: a prominent aspect of a product or service that can provide benefit to users. It describes what the product does.
- Benefit: the positive outcome for a user that a feature provides. It can be the emotional component of what the user gets out of the product.
For example, consider a home entertainment system. Features could include surround sound and a large flat-screen television. The benefit is a cinema-quality experience in your own home.
Features and benefits are very different. Features are important to the company that provides the product or service. Benefits are important to those who decide to use the product or service. Persuasive writing makes use of features, benefits and active verbs to create appealing messages for your personas.
E.g: Enjoy cinema-quality movie nights in your own home with a surround-sound home entertainment system.
5. Will Your Readers Clearly Understand The Content Of Your Writing? Is The Content Of Your Message Structured In A Logical Manner? – Logic
The structure of online copy can be compared closely to the structure of a newspaper article. The headline, usually containing the most important bit of information in a story, comes first. Online, visitors need to decide quickly whether or not to read a page. As a result of this, the most important information needs to be at the top.
Start with the summary or conclusion – the main idea of the article. While clever word play in headings can attract some attention, these need to be written in line with the objective you want to achieve. The copy is multitasking: not only is it informing visitors of what to expect; it is also telling search engine spiders what the page is about.
It should be pretty clear by now that online copy touches every other digital marketing tactic. After all, they all need to communicate messages in text format – whether that’s a CTA button on a website, a video description, or a long-form press release written for digital PR purposes.
While content marketing strategy may tell you what content to create, knowing how to create it comes down to great web writing skills. Writing for digital also overlaps strongly with SEO, since copy is the basis of all web optimization (search engines can’t read images, videos or other rich media content).
Online copy is the foundation of a website. It is constantly in view – and usually the focal point of a page. Good online copy can also make the difference between a site attracting regular traffic and becoming stagnant.
Your writing needs to have the reader in mind first and foremost. The copy should be strong, clear and easily readable, while still making maximum use of key phrases.