What Makes A Good Web Copywriter?

'Use just the right amount of copy'  
Use too much and you bore people, use too little and you’re missing a great opportunity to sell. Websites with too little text tend to look unfinished or neglected too.

'Keep your paragraphs short'
It’s much more taxing to read long passages on a screen than it is in print so people tend to skim read websites. Good web copywriters get all the vital info in there in short little digestible bursts.

'Don’t be afraid to use sub-headings and bold'
Intelligent use of styling and justification can really help to break up a page. Use these tools to highlight important points.

'Make sure that your copy fits into the site’s structure'
Keep things logical and succinct and make sure that titles, headings and navigations all tally up. Avoid unnecessary repetition and put information where it can found - fast!

'Good web copywriters speak directly to the audience they want to target'
It’s imperative to get the tone and vocabulary of your copy right if you want to engage your target audience. Avoid the temptation to overdo things and ensure you do your research well.

'Use an appropriate keyphrase density'
Although theories differ, it is generally thought that a keyword density of between 8 and 10% usually does the trick. The tough part is getting the density right while keeping your text as natural as possible.

'You’ve got to be able to seamlessly weave in awkward search terms'
Even really good web copywriters with tons of experience will still tear their hair out over certain awkward search terms. It just takes practice, ingenuity and a great grasp of language.

'Don’t write like you would with printed matter!'
The problem with websites is that the user becomes unpredictable and unlike with printed matter they can click away within an instant. In consequence it is important to provide short simple lures to keep their attention.

'Create regular, strategically placed call to actions'
Generate customers with the power of suggestion. Make it easy and intuitive for people to become buyers with clear sales paths and regular interactive prompts.

'Consistency in your style and terminology is vital'
All good web copywriters will ensure a constancy of style and vocabulary throughout a website unless they are intentionally altering it for effect. Consistency helps enormously with brand identification.