While web copywriting should adhere to all of the general rules of good writing there are some additional technical as well as stylistic rules which apply to online text.
One of the most vital things to keep in mind is that web readers are active participants as opposed to simply passive readers. They will click on links, navigate to new pages, multitask when browsing as well as open multiple tabs.
They will not read a website page from beginning to end but rather establish their own journey through it. This is one of the explanations of why creating a user experience is so important and why writing for readability is crucial. Keeping their attention is very challenging and your approach to writing for the Internet must take this into account.
Keep your writing for the web short and simple
The quicker as well as more directly you can make your point, the better. Put the most important information notably at the top so that it appears above the fold of the website (the part of the site that is visible without scrolling down).
Break your writing up into short, readable paragraphs. This creates space and makes it simpler to read. Above all, make sure that you maintain a no-nonsense approach to your brand and product. Web users will easily see through your marketing rhetoric and as a result, will mistrust your message.
Be sincere and honest
Your writing must show the credibility of your brand and needs to be genuine so that readers feel a personal connection via the impersonal online medium. Always write truthfully and sincerely regarding your product. Readers will instantly notice when your writing is hype as opposed to genuine enthusiasm.
Avoid exaggerated words and cliched ‘marketing speak’. Web readers want content to be frank, clear and true and any indication that this may not be the case will push them away. A good way to come across as sincere is to embrace a friendly, open as well as unassuming tone.