Writing for the web is different to writing for a brochure or other printed document. When you engage Blue Platypus for your web copywriting, you can expect professionally written copy that is a little different to copy for printed material.
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 for the Web
- Tone of web copy is different to print copy
- Style of web copy is different to print copy
- Web copy should be written for search engines
- Websites should include full contact details
- Call to action should be included on every page
Tone of Web Copy
The tone of copy for the web is different. Web copy should be simple and understandable for a global audience. It might seem “dumbed-down”, but 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 web copy to the user of your website, in a conversational tone, not for corporate ego.
Writing Style for the Web
Sentences are likely to be shorter — ideally 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 — your key messages and calls to action.
Copywriting for Search Engines — SEO Copywriting
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 relevant “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. But you may find that we use some words multiple times. On the web today, search engines are how most people find your website. SEO copywriting is essential.
Contact Details Are Crucial
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 web form. You need to account for these personal preferences or risk losing 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 on your website can help avoid this negative feeling.
Call to Action in Your Web Copy
When briefing your website copywriter, consider what you are trying to achieve from the website. 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, or buy something online? All of this should be explicitly spelt out in your website copy.
Blue Platypus Copywriting Services
If you have engaged Blue Platypus for your website design, we will give you assistance with your website copy including suggestions to improve it for SEO purposes.
We also offer a standalone web copywriting service, even if you are using another website designer. All copy is written by a degree-qualified, native Australian-English speaker, so you know it will make perfect sense.
We are here to help. Contact us with any questions you may have or for a free quote for your website copywriting project.
Frequently Asked Questions
How is writing for the web different from print?
People scan rather than read. Put the conclusion first, keep paragraphs short, use headings that say what follows, and make every section answer something. Print rewards a build-up; the web punishes it.
How long should a web page be?
Long enough to answer the question and no longer. For a service page that is usually 800 to 1,200 words; for a blog post answering one question, 600 to 1,000. Padding to hit a word count is obvious and no longer helps rankings.
How do I write for search engines without sounding robotic?
Write for the person, then check the obvious terms appear naturally. Modern search understands topics rather than matching words, so repeating a phrase unnaturally now hurts more than it helps.
Where should contact details go?
Everywhere the reader might decide to act — the header, the footer, and the end of any page that makes a case. Making someone hunt for a phone number is the cheapest conversion problem to fix.
