Although many people seem to think that writing effective copy for the web is easy, it
isn’t. So if you want to ensure that your readers and your customers understand how
your website works and what it can do for them, you need to produce good copywriting
for it.
In this book, we will look at the basics of producing good copywriting for the web. But
before we start there are a number of things that you should remember.
First, people do not read a website in the same way that they would read printed
material. In fact, there are three characteristics which affect how a web user will react to
the online content of a site.
It is important to remember that web users are active, not passive. So if they can not
find a reason for staying on a site, then they will leave it. Sometimes a person will leave
15 seconds after they have actually gotten there. So if your text is too long, then they are
less likely to read it. So if you want a web user to believe what you have to say, you must
be able to back up the hype.
In order for any web copy to be effective, it must take into account the characteristics
mentioned above.
What is most important of all when looking at copywriting for the web, is not to
underestimate the importance of the basics. If you just jump straight into it you may
find yourself in trouble, and your site not being as effective as it should be.
