Writing for Online Business Communications
Expert copywriting is a benefit to any business communication, whether it be a website, brochure, sell sheet or advertisement. Copy must grab the reader's attention, take hold of it, and motivate them to take action. Read further.
However, writing for the Web is separate challenge from writing for print. Readers browse a Web page in a non-linear fashion. They skim headings, follow links, and skip around in order to quickly find the information they need. They do not want to spend lengthy periods sifting through large quantities of material. Online readers are impatient. They want information quickly, regardless of where they start. They want clear visual and written cues that lead them to important information of interest. Meeting this can be a struggle for any copywriter, expert or not.
Web copywriting also contains additional hurdles. Human readers are not the only ones visiting your website. Search engines read, collect, store and interpret your written content in order to help them determine the relevance of your site to particular searches made by their users. Therefore, writing for the Web must take into account the best ways to present your site to these search engines, so that you may enjoy higher rankings and greater site traffic. Collectively, these skills and techniques are called Web or Search Engine Optimization (SEO) copywriting.
When providing SEO copywriting services, the following key goals should be met:
- Communicate your core business strengths
- Communicate your brand identity
- Motivate readers
- Convert readers to leads and leads to customers and clients
- Achieve the above in an informative, succinct manner
- Provide readers with multiple, layered paths to their information
- And above all—be search engine friendly