Web copywriting is a specialist skill. You need a writer who can inspire your audience – but write with the discipline that the web demands.
When clients hear of your brand or product, after all, practically the first thing they will do is search for it online.
So you need web pages to work hard, sell benefits and answer any questions your readers may have.
That means writing engagingly for humans, but in a structured way that suits search.
Copywriting for humans – and for SEO
Writing web copy often is often about making judgment calls. Ultimately, you need to balance the needs of human readers and search engines.
The best way to do this is to provide high-quality content, first and foremost. This includes spending time on making sure that content is both structured and easy to understand.
Once that happens, then other on-page content elements – such as headings, subheads and metadata – more easily fall into place, and can engage human readers too.
Web copywriting: my experience
I started writing for the web in 2000, when I worked for the Guardian website (or Guardian Unlimited, as it was known).
More recently, I’ve helped rewrite the corporate website of a FTSE-listed company, writing structured content in a range of styles.
I’ve also written blogs, landing pages, product pages and “About us” pages for organisations large and small. Often my clients are in the technology sector, but they’re in other technical fields as well.
I’ve written web-based training materials in multiple sectors – writing copy that’s structured, simple, and easy to understand.
Contact me to find out how I can help you with web copywriting.
