Online capabilities
Yes, offline capabilities such as wordsmithing and marketing smarts come in handy online, too. Still, there’s more to keep in mind when writing for the web. Imagine juggling a dozen balls of varying sizes and weights. That’s print. Now add a live kitten, a buzzing chain saw, a lit road flair and a raw egg.
Here are four capabilities to add to the online routine.
Web content development
I like the term “content development” because it suggests a process distinctively different than copywriting. It acknowledges that what a web site does (communicate) is on a par with how it does it (web development). In fact, copywriting is just one part of a content development process that also considers information architecture, taxonomy, usability and interactivity. [more]
Interactive online copy
Online copy’s defining feature is that it is interactive. That means you can’t rely on the reader taking a predictable route through your website. Implications of this interactivity include the importance of links and the necessity of easily skimmed copy. [more]
Search engine optimization and
search engine marketing
Search engine marketing (SEM) and especially search engine optimization (SEO) rely on effective online copy that can reconcile the needs of two audiences, only one of which is human. [more]
Social marketing
Social marketing may be, mostly, a do-it-yourself project. Even so, consultation with an experienced online copywriter can help avoid pitfalls by drafting base copy, contributing to strategy, auditing content and establishing social media outposts. [more]
