Copywriting for the Web

Introduction
Although many people seem to think that writing
effective copy for the web is easy, it isn’t. So
if you want to ensure that your readers and your
customers understand how your website works and
what it can do for them, you need to produce good
copywriting for it.
In this book, we will look at the basics of
producing good copywriting for the web. But before
we start there are a number of things that you
should remember.
First, people do not read a website in the same way
that they would read printed material. In fact,
there are three characteristics which affect how a
web user will react to the online content of a
site.
It is important to remember that web users are
active, not passive. So if they can not find a
reason for staying on a site, then they will leave
it. Sometimes a person will leave 15 seconds after
they have actually gotten there. So if your text
is too long, then they are less likely to read it.
So if you want a web user to believe what you have
to say, you must be able to back up the hype.
In order for any web copy to be effective, it must
take into account the characteristics mentioned
above.
What is most important of all when looking at
copywriting for the web, is not to underestimate
the importance of the basics. If you just jump
straight into it you may find yourself in trouble,
and your site not being as effective as it should
be.