Purpose
The purpose of Web copy is to engage customers by telling them about the problem, predicament or ‘pain’ that your product can solve in a way that compels them to take the next step in the buying cycle. This means that not everything written on a Web page is classified as Web copy; items such as articles or valuable information for the end client are considered content.
Copy writing for offline sales is very different in comparison with website copy. People are more relaxed on the Internet, so it is important to use a friendly and engaging style of copy as opposed to a hard sell approach that is often used in offline sales copy.
On the Web, you only have a small amount of “real estate” to capture the visitor’s attention. Your message must be presented in a clear and concise way that compels the visitor to take the next step. All of this must be accomplished in the small space of the Web page “above the fold” (the area of the page visible on-screen without scrolling down). Another important consideration is that people do not read the same way on the Web that they do on paper. All of these factors play an important part in creating effective Web copy.
Why is it important?
Effective Web copy is what persuades someone to take action. On the Web, action can be anything from getting people to read the next page, follow a link, sign up for a newsletter, call the business, or purchase a product.
Most companies, Web designers and developers do not understand the importance of Web copy. Actually, the majority of copy on the web today is quite shocking. Much of what is found on the Web is recycled copy from brochures, mission statements and other marketing material on the home page using language and industry- specific jargon that only industry experts would understand or be interested in. This material focuses on the company and not the most important person – the intended online audience. Readers can be alienated by confusing and untargeted copy, and will not continue reading. The bottom line is that good Web copy focuses on the customer and sales, which means profitability for you and your client.
