What is Web Copywriting? [+ How to Write for the Web ]

网站的作用像数字店面。它是开放的，这意味着它总是通过目标受众与您的目标受众交谈website design和内容。由于这是一个始终代表您的重要工具，因此您需要确保您的写作传达正确的信息。

如果您到目前为止忽略了网络文案写作，则可以通过以下方式进行更改。在本文中，我们将讨论最重要的写作技巧。从如何写标题到创建CTA，这里都是基本要素以及如何将其包括在写作中。

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What’s Web Copywriting?:

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Web Copywriting in a Nutshell

In short, web copywriting refers to writing online content such as promotional material for the web. It’s basically any text that’s placed online to market ideas, services, or products.

这里有一些的the types of content that web copywriters can create:

• Press releases
• Infographics
• 白皮书
• Case studies
• About Us pages
• Service pages
• FAQ pages
• Social media posts
• 电子邮件新闻通讯
• Product descriptions
• Landing pages

It’s totally different from the process involved in writing content for hard-copy sources. One of the major differences is that the format will be impacted depending on the type of device that’s used. When you’re writing for the web, your images and wording need to be formatted for a range of different devices that include desktops, tablets, and smartphones.

It’s also more challenging than writing for an offline source. It’s much easier for readers to leave a website and find another source than what it is, for example, to buy another magazine. The implication for web content writers is that their copy needs to be so well-written that it will maintain the attention of the target audience right till the last word.

Then, there’s also the role of SEO that you’ll need to consider. At the end of the day, web copywriting isn’t just for human readers, but also for search engines. It requires specialized skill to write a text that will appeal to your target audience, yet be easy for search engines to crawl and index. To do this, you’ll need to know which key phrases to include and how to include them in such a manner that will feel natural to your readers.

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14 Web Copywriting Tips

1.始终从副本的目标开始

Too often, writers simply put pen to pads and start writing. Make no mistake, it’s great that they’re eager to get started (and probably better than staring at a blank screen or page not knowing what to write), but it comes at the expense of really knowing what you need to write about and why you need to write about it. Not only will it mean that you’ll get stuck later, but it will also reflect in the end result.

If you have trouble figuring out what this goal is, ask yourself what do you want your audience to do after they’ve read the text.

另外，请记住，网站内容和其他类型的在线内容（例如博客文章）的目标是完全不同的。当您撰写博客文章时，您的主要目标之一就是让人们在多个社交媒体网络中分享它。另一方面，网站内容更关心improving Google search rankingsand offering all the key information about a business.

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2.让你的标题引人注目

When writing for the web, your target audience will already base their first impressions of your content on the headline. In many instances, this judgement is passed without even actually visiting the website or reading a single sentence.

An enticing headline can also help to encourage more people to share your content on social media. It’s not uncommon for people to use this as the ultimate criteria for deciding whether or not an article or post is share-worthy.

The best headlines highlight the usefulness of the content and are very specific (including a number can be great). Also, if you can, find a way to show how your content will be better than the other resources already available about the topic. In other words, what makes it unique?

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3. Start with the main message

If you’re writing website copy, each page will have a main point. For example, if you’re creating content for different service pages, each time you’ll focus on the value of that specific service. As you have only a couple of seconds to capture the attention of visitors, it’s best to start with that value proposition right off the bat.

Also, keep in mind that most readers simply scan the content that they consume via the web. So, plan your writing around this.

For this reason, when you’re writing for the web, you’ll use a lot more headings and subheadings. Not only does it help readers to get a quick overview of what the page is about, but it can also take them straight to the section that they’re interested in. And, to make the most of your headlines, be sure to plan them around keywords and important topics.

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4. Stick to shorter sentences and paragraphs

不仅是短句子和段落easier to read, but they’re also more effective at keeping your readers on the page. Every word needs to serve a purpose. There should be a reason why you have to include it. It should be relevant and offer value. If not, hit delete.

After all, if people stop reading your message halfway, what good does it do? So, you want to do everything in your power to get them to read the next sentence. In other words, every line should pull them in more.

In copywriting terms, this is called creating a slippery slide, a term used by Joe Sugarman, one of the ultimate copywriters and author ofThe Adweek Copywriting Handbook。简而言之，您的副本应该如此引人注目，以至于您的读者被吸入您的副本，并毫不费力地滑过它，直到他们达到最后一句话。

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5. Keep it clear

Sure, it’s important that you engage your readers with enticing copy, but it shouldn’t come at the expense of clarity. It should be clear to your readers why they need what you’re selling without coming across as overly salesy.

What are the needs of your customers and how can your product fulfil those requirements? This is what great web copywriting should always try to answer first and foremost.

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6. Conversational works best

When writing for the web, it’s best to keep it laid-back. Imagine you’re writing to a friend. If it’s too formal and full of technical terms, go back and change the tone to something that’s more straightforward.

You have a few key points that you want to communicate, right? Now, how would you share those with a friend?

主题的基调,它也是重要的write in the language that your audience uses. So, depending on your industry, you might have to write more formally. However, all in all, it should still remain engaging and easy to understand.

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7. Don’t ignore potential objections

虽然听起来可能违反直觉，但如果您提到目标受众可能存在的反对意见，它实际上可以发挥自己的优势。不要做很多事情 - 只需提及潜在的常见异议，并解释为什么您正在写的产品或服务更好。这向您的目标受众表明您认真对待客户反馈。

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8.使用积极的语气

You want to write in such a way that your brand is associated with solutions. If you focus on the negative stuff, it won’t be the case. As mentioned in the previous point, it can work in your favor to highlight a possible objection, but the majority of your text should focus on the solution that you can offer.

Also, while creating a sense of fear or urgency is often encouraged, it should be used sparingly. First focus on the positives before you turn to this tactic.

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9. Include proof

The truth is that people will more often than not have reservations or doubts about the products that they’re being sold. That’s just the way that we’re wired. So, it’s key that your website copy includes proof.

在添加证据时，您可以合并各种类型的证明。这些包括统计数据，以前的客户，产品评论，推荐和案例研究。

Too often, web writers focus only on social proof. However, including quantifiable facts in the form of a statistic can make your writing more convincing. As a matter of fact, according to Sprout Social, over 90% of shoppers read online reviews before making a purchase.

看看我们在那里做了什么？我们使用了有关社会证明的统计数据来支持我们的信息。

A few statistics in conjunction with social proof are the best formula if you’re searching for ways that you can support your main message. That being said, similarly to how it can work in your favor to highlight a potential objection, when including social proof, don’t shy away from just listing five-star reviews. If you want to create an authentic brand, the odd less-than-stellar review can actually do more harm than good. In fact, it can make your brand more credible and trustworthy.

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10. Add several CTAs

A call to action can help you to close a sale. Think of it as a type of virtual sales rep. Whenever readers feel like they’re ready to take you up on the offer that you’re writing about, there should be a call-to-action button close at hand to take them to the next step. So, make sure that you add a number of calls to action (not just at the end of your page) so that people never have to scroll too far to find it.

That being said, your calls to action will only be helpful if they’re clear. When writingCTAs, it’s best practice to start with a verb, followed by a word or two.

What do you want them to do? Simply using wording like “View”, “Download”, “Submit”, “Work”, etc. won’t work. These are too vague which makes the action required unclear.

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11. Include three examples where you can

在摄影中，有众所周知的三分之一规则。有了Web文案写作，有三个规则。它不仅要适用于示例。例如，您也可以在构造内容时使用它。如果您正在编写简短的内容，请尝试包含三个主要部分，而如果您编写长格式内容，则将其限制为三个主要概念。

Looks like there was an actual reason why there were three little pigs and three musketeers. It wasn’t just random, but cleverly thought-out titles and plots. A trio of something is just more powerful than a duo. So, use this principle to your advantage when structuring your writing.

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12. Use active voice over passive voice

Effective web copy uses active voice more often than passive voice. In other words, the subject of the sentence is the person or thing that performs the action. When you structure your sentences in this way, they’re simpler to understand and more powerful.

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13. Insert hyperlinks

When it comes to writing for the web, user experience plays a fundamental role. Everything that you add should improve the user experience. Unlike when you’re writing for offline sources, web copywriting also needs to pay attention to navigation. It should be easy for your audience to find their way around your text(s).

With the help of internal links, readers can find out more about your business and its offerings, while external links enable them to learn more about relevant topics with the click of a button – literally. Internal links can also help you to rank higher on Google. However, you should always prioritize the interests of your audience instead of merely inserting links left, right, and centre for your own gain.

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14. Focus on your customer not your brand

One of the biggest mistakes that you can make when writing for the web is to make your brand or business the focus. Instead, the focus should be on your target audience, more specifically their needs. The reason why they’re actually reading something about the business or brand is to find out if it can offer them something.

这意味着您的副本应直接与他们交谈。只需使用“您”和“您的”一词，您的写作就会变得更加个人化。它使您的听众感到特别，并与您的品牌建立了更紧密的联系，而有效的网络文案写作的全部内容。

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What About SEO?

We would be negligent if we didn’t mention something about SEO when writing about web copywriting. That being said, SEO is a whole blog post (if not more) on its own. So, by no means is this section all that there’s to know about SEO. Instead, it’s just a few pointers for how you can keep it in mind when writing for the web.

如前所述，当您编写Web内容时，您正在为两个受众写作：搜索引擎和目标受众。要创建转换的文本，您始终需要将其保持在脑海中。

The challenge is that search engine algorithms change from time to time. So, what worked today won’t deliver the same results forever. That being said, there are some key principles that you can follow to create high-quality content that will appeal to both audiences. With regards to writing specifically, these include:

• Integrating keywords (as well as LSI keywords) naturally
• Writing interesting meta titles and descriptions
• Creating internal links
• Getting more backlinks
• 创建匹配搜索意图的副本
• Sharing statistical data

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Wrapping Things Up

There’s more to writing than merely brainstorming a few ideas, writing a first draft, making a few edits, and, voila, you’re ready to publish. Firstly, you have two audiences. While your main audience is your potential customers, if you don’t try to keep the search engines happy too, these customers will have a hard time finding the content that you’ve spent hours creating.

So, there’s that challenge.

然后，一旦您设法让人们点击您的链接，就需要找到尽可能长时间将其保存在页面上的方法。为此，您需要一个引人注目的标题，并以结构良好的文本为支持。总体而言，较短的句子和段落更好。

However, if your tone isn’t pitched correctly, not even a headline and an easy-to-read text can keep them on the page. You need to find the fine balance between coming across as positive and focused on solutions, yet authentic. So, if you’re aware of potential objections or bad reviews, don’t necessarily sweep it under the rug completely.

归根结底，您想以一种使客户（以及与您的品牌有关）的全部写作。因此，无论您添加什么，无论是功能，通话行动按钮还是内部链接，都应符合目标受众的最大利益。正确地做到这一点，即使它不一定是文本的明星，您的品牌也会发光。