Website copywriting involves writing text and copy for websites. 1[■] Commercial websites may require standard sales-style copywriting, while informative or educational websites could require more structured material.
Almost all websites require some type of website copywriting. The material on a website is important not only to attract customers, but also to raise page ranks and create search engine traffic. This means that website copywriting can be somewhat different from regular writing because writers must write for two audiences.
Search engine optimization (SEO) can sometimes be important in website copywriting. SEO refers to the process of creating copy that is tailored toward catching the attention of popular search engines. 2[■].
An understanding of keywords and search engine behavior are important for SEO when writing copy for the web. 3[■] If those keywords are used properly and in the proper places within the article, more traffic will come to the website via a search engine, and the owner of the website could have the potential of making more money.
Website copywriters often have to have both a writing background and a marketing background. A person who is acting as a website copywriter for a site usually needs to be able to write active prose that inspires action. They also need to be able to drive traffic to the site, so that customers can see the products for sale.
Being able to write effective sales copy may also be essential for website copywriting. 4[■] Content has to be well written in order to accomplish its goal, and adherence to standard writing rules is often a prerequisite to a well-written article.
5[■] People browsing the web tend to read differently than people reading a book or a newspaper. So the content must capture their attention quickly and be relatively easy to read, which often involves writing prose that is easily readable. Headings, bullet points, and simple language are often preferred as a result.