Date: Tuesday, July 3, 2007

How different is writing for the Internet to traditional copywriting?

Copywriters could traditionally control the reader and sustain their attention by structuring pieces with a beginning, middle and an end. This is still the case when writing print copy but because the Internet is so fast-paced, web readers have less time to find and consume the information they need. This change in reading style means that even though traditional copywriters and writers of web copy both intend to communicate a message, web copywriters have had to adopt a number of different conventions in order to appeal to their readers.

Signposting Information

When writing traditional copy, headlines and sub-heads are incredibly important. However, if you're writing for the web, they become even more vital. A strong headline is absolutely essential to engage the attention of your reader; the online marketplace is so crowded, visitors can easily find another relevant site if you don’t instantly capture their attention. Sub-heads are also crucial as they allow you to summarise the different points of your piece, enabling readers to speedily scan it and find the information they require. Highlighting keywords and phrases will also help readers to scan and find relevant information.

Keeping Copy Concise

Unlike traditional copy, it's essential to keep web copy as brief, concise and informative as possible. Web users have a notoriously short attention span and want to be able to access the information they require as quickly as possible. On average, they will actually absorb around 75% of a piece of copy, which means that the most important aspects of your story should be clearly positioned at the beginning of your article. Because of the short attention span of most web copy readers and the amount of time they allocate to reading, anybody writing for the web should follow the golden rule that less is more. Generally, web copy should be around 50% of the size of print copy and structured in small paragraphs to make it as easy as possible for the reader.

Using Universal Language

Keeping your copy web-focused also means you should think carefully about the language you use. Web copy should be more universal than print copy and to ensure it appeals to the widest possible audience, language should be kept as simple as possible. This means avoiding clichés, making sure you don't use too many adjectives and ensuring corporate babble is kept to a minimum. Unlike print copy, you should also ensure you don't use too much complicated vocabulary - after all, nobody likes a show-off!

The Distinct Needs of the Internet User

It's clear that traditional copywriting and writing for the web do have some differences but they are necessary to correspond to the reading habits of their target audience. While readers of print material are passive, web users are active readers. They like to engage with copy and if they don't instantly find the information they need, they'll look for it elsewhere. To avoid losing traffic this way, it's essential to cater to the distinct needs of the web user. Ultimately, this means that as long as online and print reading habits differ, writers will have to adapt their style accordingly.