Copywriting For The Web

So you're not a writer but you want to be able to keep content fresh on a website. Or, you've been writing forever but you aren't sure if your English major will serve you well as you launch a new website geared to gardeners. There are a few key things to keep in mind when you're copywriting for the web-and with these tricks in your back pocket you'll be well prepared and on the road to success (if not a Pulitzer).

1. Where are you writing? That answer is easy. (We're not looking for "On my couch" or "In my pajamas"). You're writing on a computer screen. As such, you want to keep the paragraphs short-it is bordering on impossible to read long, unbroken pages of text on a computer.

Keep paragraphs to 2-3 sentences tops (have you heard before that paragraphs must be at least 4-5 sentences? Not on a computer, they don't). Include double returns between paragraphs. Why? White space. It's all about the white space.

2. Who are you writing to? Think about your reader. If you are preparing explanations of complicated subjects, make them fairly simple-and use the power of the computer to your advantage by including sidebar definitions, links, FAQ's-if it seems too complicated. Ask someone not familiar with the subject if you've explained clearly. And even if you write well on the first pass-through, go back the next morning before posting, if you can, to make sure that it still reads well.

3. Are you interesting? Because if not, someone else on the web certainly is. You need to make sure your topic and your writing draws the reader in-catch them in the first sentence or paragraph, if you can-and then stay on topic. Include interesting anecdotes if it makes sense to do so. Include explanations of anything that needs explaining. Keep it interesting to your reader-or they will click away in a moment.

4. It should go without saying but we'll say it anyway: check your spelling. Check your grammar. Nothing will turn a reader off more quickly than a poorly written post or article, and you immediately lose some of your credibility if you have mistakes in your text. You can be an expert in your field but you'll have a hard time convincing anyone of that if you've spelled field 'feild'. (I before E except after C!)

Invest in a business writing handbook or a dictionary and keep it by your computer-there are online resources, but you might find it just as simple while typing to step back into olden times to look up a word. Of course, spell check programs will find most of your mistakes-but give your article a read-over anyway. Know when to say effect and affect-both are spelled right but only one should be used in any given sentence.

If you have a good point of view, and follow some simple rules, you'll find that online copywriting isn't an unattainable or unreachable goal. Give it a shot!