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Writing for the Web
Writing for the web is far and away the most important factor in creating a successful website. And although web pundits agree that content is king, people often pay little heed to this cardinal rule. Yet it’s a fact that the best way to gain marketing advantage from a website is to ensure that all of the copy, and indeed the entire web content including photographs, diagrams and any other images, is specifically designed to attract, engage, inform and motivate website visitors.
Employing a professional website copywriter will achieve the best results because, as you might expect, this is a highly skilled activity - just like programming or design - and should always be left to an expert. The aim of writing for the web should always be to appeal directly to visitors. The idea is to present the marketing message in a powerful and effective manner, so that it speaks directly to the visitor to encourage a response, solicit a sales enquiry or any other reason.
In addition, today’s online copywriter must also be highly skilled in the most advanced techniques of Search Engine Optimisation. This is vitally important in order to derive the maximum performance from writing for the web, as it helps to move the website up the search engine page rankings where it is more likely to be found and visited. Indeed, the skilful blending of key search words and persuasive copy can make the all difference between success and failure.
Many web designers and producers leave web content writing to their clients, taking the view that the actual copy placed on the website is best created by those who are most familiar with the subject. Professional writers however, are able to see things from the web site visitor’s point of view and so when writing for the web ensure that both the original content and any ongoing additional content will always achieve both the marketing and optimisation requirements.
In summary, writing for the web is an enterprise-critical activity and input from a professional and web-savvy copywriter should be at least equal to, if not of greater importance than the visual design, site structure, programming and navigation. In short, content really is king and the best strategy for success is to start planning and creating the web content before commencing on the overall site design, which will give the designers a head start and save time and money overall.
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