The Difference of Web Content Writing from Print Writing by Paula Cambridge

Web content writing is not the same as writing for print because people read differently on the Internet. Studies show that reading from computer screens is slower than from paper, and that 79% of Web users merely scan a web page instead of reading the whole content. Online reading truly requires extra effort from the users, because not even the best computer monitors can compare to the glossy pages of a magazine.

But the bigger problem of web copywriters is not finding the most technologically advanced computer monitor. The problem is not something physical, it's behavioral. Any one who has been doing web content writing for a long time will agree that online readers are in a hurry to get the information they want. They don't have the patience to read through volumes of complex texts, and would rather go to other less complicated websites.

Attracting the attention and retaining reader interest is a challenge web copywriters has to face. Given only ten seconds to grab the attention of a reader, copywriters have to come up with a copy that is clear, concise and highly attractive. They have to keep in mind that the headings and subheadings should have powerful attention-grabbing words because readers look at these sections first for hyperlinks and keywords. Web content writing is about overcoming readers' impatience by keeping everything as brief and simple as possible.

The Web is an informal medium compared to print, so its contents should have a somewhat informal writing style. Excessive use of humor, metaphors and other figures of speech have no place in web content writing. Convoluted writing and puns simply do not work for international users.

In web content writing, copywriters should keep in mind that readers suffer from information overload everyday. Readers have to face a multitude of tasks at work , including answering emails and typing large quantities of documents. They simply will not exert effort on reading contents that will take much of their limited time. To nail the information quickly and easily, web copywriters should use short sentences and short paragraphs that stresses a single idea.

Credibility is a factor web copywriters have to consider in producing a copy. Readers are naturally skeptical, they will easily ignore copies that overflow with marketing jargons or exaggerated claims. Web content writing is earning the readers' trust, which can easily be lost by arrogant and pretentious language. Copywriters can retain the interest of readers and eventually encourage a sale if they use objective language, and write meaningful headlines and subheadings. Lengthy and clever lines that do not immediately stress their main point will only burn the patience of a reader.

The web is an unstable medium, so web pages should be updated regularly to reflect change. Statistics and numbers all need to be recent or credibility suffers. Adding bylines and other ways of showing personality also increases a websites credibility.

Offering hyperlinks to the sources of the information adds credibility to a website as well. If possible, copywriters should link quotes from different articles or references to the source.

About the Author

Paula Cambridge is a marketing communications copywriter in one of Illinois's leading distributor of packaging and industrial supplies. Her rich copy writing experience allows her to take freelance jobs from many design and advertising firms.