Writing for the web (for websites or social media communications) is very different from writing for print. One major difference is that people rarely “read” on the web, they scan.
So you have to get creative to keep their attention.
Here are just a few things you need to keep in mind when writing for the web:
- People can leave your website at any second with a simple click, so you have to grab their focus.
- You can create links to offer more details for those who want it, while keeping it brief for those who don’t.
- Your website content should maintain the same themes and style as your print materials but it shouldn’t be the same.
- You have to keep both people and search engine robots in mind.
- People can enter your site on nearly any page, so any page could be their first (and last!) contact with you.
Are you feeling daunted? Were you already feeling daunted by the idea of writing all that content and discouraged that there’s even more to consider? And what the heck are you supposed to do about those search engines anyway?!
Fortunately for bloggers, your visitors tend to actually stop and read, so you can loosen the reigns (like I do on this blog). But most website owners don’t have that luxury.
Making It Easy
You can hire someone to help with writing and/or editing your web content. Lots of people do writing and copywriting but only a few of them specialize in writing for the web and understanding search engines. Look for a specialist in writing for the web (such as Laura MacKay) and/or an SEO copywriter.
SEO stands for search engine optimization, so “SEO copywriting” means your content is written with search engines in mind (as well as people).