Writing for the web is a whole different animal than writing for print or any other medium. Web readers operate in a different way than readers of other mediums, and therefore you should approach writing for the web in a slightly different way.
Web copy that is written in an editorial or news style is very effective, as well as web copy that is written to "sell" and appeal to the reader by offering a solution. While both types of web copy are effective, they do not always work depending on the person reading. This is why the most important factor that dictates the effectiveness of your web copy is your audience.
What"s the Secret?
The secret to writing effective web copy is to know your audience. You can try a few different strategies to make your web copy more effective, no matter what style you write in; but knowing your audience and what type of writing appeals to them is the best way to create effective copy. All web copy needs to be concise, easy to read, and contain a compelling call to action that encourages the reader to do something, whether that is to make a purchase, sign up for more information, or visit your web site.
Who is Your Audience?
With these general pointers in mind, before you write your web copy you need to identify your audience and what type of copy will get the best reaction from them. Consider the emotions and motivations that drive the average member of your audience, and try to appeal to these aspects of their lives. Almost everyone reacts favorably to copy that presents a solution to a common problem and appeals to their needs. But keep in mind, however, that the emotions and needs of different demographics very greatly, which is why identifying and understanding your audience is important.
What Does Your Audience Want to Read?
You should also keep in mind what interests your target audience and the type of language and information that will capture their attention. Some types of people respond favorably to facts and statistics, while others will be more open to emotional appeals. Consider the goal you have for your copy and write to entice your target audience. If your target demographic is young adults, casual language will be the most appealing. If your target audience is part of a technical field, more sophisticated or technical language is a better fit.
Writing Your Best Web Copy
Before you start writing your web copy gather as much information as you can about your target audience and what appeals to them the most. If you are writing copy to sell, you should also take into consideration the aspects of your product that will appeal to them and state how your product is beneficial, will solve a common problem, and will make their lives easier. If your goal is to inform, do some research as to the type of writing that will best hold the attention of and interest your target audience. When you keep in mind the preferences and interests of your audience when writing web copy, you will find that your copy gets much better results.