Writing for the web and for print are totally different for three main reasons:

Reason One: Web culture and real-life business culture are different. We have different expectations about how a business will interact online than we do in a real life. The online world is more casual so your copy must welcome the conversation!

Reason Two: People don’t read online. They skim. If you write your website the way you’d write your brochure, you’ll lose your visitor. It’s not your fault – it’s just harder to read on a screen.

Reason Three: Unlike readers holding a printed page (I love those people), online readers aren’t committed. They have less patience and will quickly bounce off your page if they’re not constantly engaged.

Of course my best advice to you is don’t stress – hire a professional!! But if you insist on going it alone,if you’re determined, then let me share a few tricks that only the top copywriters know.

 Ten tips that will help you write better online copy:

1.  Don’t tell your reader what your product or service is, tell them what it will DO for them.
2. Don’t write about your company or product, write about your client. Remember that the most powerful word in English is YOU.
3. Long words don’t sell. Not even to CEOs. Use easy earthy words that you use when talking to friends.
4. Your copy should evoke emotion. You have to make your client feel something if you want them to buy.
5. People don’t read online, they skim, so make sure every fourth word is a keyword. Keywords help your reader understand your copy better.
6. One idea per paragraph. Even if your paragraph is one sentence, that’s okay. Two ideas is complex and you’ll lose your reader.
7. Be specific about the benefits of your product. Rather than ‘this will save you money” how about “ this saved Kim $2,300 per month in headache medication!”
8. Avoid clichés. For example “we offer strategic office solutions…” Wow. So does everybody else!
9. Word economy: Don’t use ten words when three will do. For example: Our office is situated in Toronto, Ontario. How about “We’re in Toronto.”
10. Use headlines wisely. Headlines hook your reader, guide them through the process and keep them engaged. Headlines must be persuasive, interesting and give your reader a taste of what’s to come.

Kim McLaughlin is a copywriter, social media strategist and owner of Lyra Communications. To find out more about Kim, continue to her website.