Summary of Online Copywriting

Copywriting  is fundamental to any Digital Marketing activity. The underpinning factor for copywriting success is to write for your users first and foremost. The very first step for effective copywriting is to research your audience and understand their needs. Then you can write copy that engages with them and solves their problems. Profiling your audience involves creating personas to whom the copy may be addressed.

Online copy needs to be easy to read, and so layout is important. Copy should be made easy to scan by effective use of paragraphs, bulleted lists and highlighting important words by making them bold.

One of the most important aspects of online copywriting is a strong call to action. Web users look for instructions and indications of what they should do. A call to action should tell them exactly what to do.

When it comes to long copy, compelling title and subject lines are important to make sure your content is read. Internet users have a deluge of information vying for their attention, so you need to make it easy for a user to choose to read your content. Titles and subject lines should be compelling, while providing clear information as to what the content is.

Copywriting for SEO involves optimising copy for select key phrases in order to give context to search engines. A page can be optimised for up to five key phrases, but it is usually optimised for three of them. SEO copywriting involves the meta data and title tags, as well as the copy that is read on a page.

The dynamic nature of the Internet means that new words are entering into a user’s vocabulary every day. For best copywriting, know your audience and use the language that resonates most strongly with them.