Writing a web copy is entirely different from creating any form of offline text because the content here is much more interactive and presents numerous unique challenges. Every website has a particular kind of audience. So, everything that is found within a site’s webpage should be an extension of a particular (main) theme. Example: If you are offering some products/services, every webpage should fall within the realm of marketing them and highlighting their functionality. Following is a list of many issues that are faced when creating an ‘ideal’ web copy along with some practical tips of resolving them.

Maintaining Readability

Browsers should be easily able to read the content on the webpages or the site’s ‘bouncing’ rate will increase, i.e. visitors won’t spend substantial time on your site. There are some simple ways to maintain undemanding readability in a web copy:

1. Splitting Content - Make sure that the content doesn’t present itself like an ongoing essay. Instead, use many small paragraphs that are well-spaced and have lots of headers and sub-headers. These headings/sub-headings help the reader to slide along the text and locate specific information. Use shorter sentences and try presenting them in the form of crisp bulleted/numbered points.
2. Using Hyperlinks - Hyperlinked text helps to engage the readers’ attention. Hyperlinks help people to easily navigate through the content. They enhance the credibility of the website because their presence suggests that an in-depth analysis was done while creating the web copy.
3. Tweaking Text’s Appearance - Most online browsers never bother to actually ‘read’ the content on the web pages. They quickly scan through them, trying to locate some specific information. So, it makes sense to highlight the important and unique terms that you have incorporated through the use of different fonts and bold/italicized or colored textual styles.
4. Communicate Effectively — Try to use a more conversational (informal) tone, when dealing with online content. Although, maintaining proper grammar and spellings is essential to give your web copy a professional edge, the writing style should be friendly. Take care to make the content open-minded but not downright casual (lacking any sense of purpose). Avoid using fancy terms or verbose language because a web copy is supposed to be snappy and appealing.

Developing Convincing Headlines

The most critical ingredient of your web copy is the headline. It has to communicate everything that your website pertains to. Typical headlines or those that are tacky or too loud can’t tempt a browser’s attention. Headlines need to be uncomplicated but alluring and that is the challenge — creating clarity, blended with exclusiveness in very few words.

Ensuring SEO (Search Engine Optimization) Compatibility

Search engines, such as Google, have specially-designed programs that are in a process of constantly visiting websites. The index of information maintained by them is used to present results, every time an online search is made. So, it is vital to prepare your web copy in a way that it gets listed on the search engines’ results page.

• Web Page Titles - every webpage should have a descriptive Title Tag (i.e. the title of every web page)
• Keywords - maintain a low but uniform use of the keywords (excessive use of keywords is called stuffing and is not SEO-friendly)

Being One Step Ahead - Survey the usual questions that are on the mind of your site’s audience. Try to identify such common concerns and address them on the Home Page or the landing page. This resolves any apprehension that an online visitor may have regarding the utility of your web copy.

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