Interactive online copywriting
Online copy’s defining feature is that it is interactive. When it comes to moving from offline to online capabilties, that interactivity is a big game-changer.
Unlike print, which imposes a linear route, there’s no way to predict how a reader might move through the content, or even where they’ll start. The writer must work without the crutch of a beginning, middle and end.
Non-linear
Because the reader sets their own course, each page must stand on its own. It can’t rely on preceding pages to make it make sense. And, it shouldn’t lead to a climactic conclusion that the reader may never get to.
I think of DNA as a way to both visualize and solve this problem. Just as each cell of an organism contains the blueprint of the whole, each section of interactive copy can convey the site’s main point.
The all important link
One thing that makes up for this lack of linearity is the ability to link text. Not only can online copywriters guide readers along a logical route, links can point back to reference points needed to provide missing context.
Easy to skim
Interactivity gives readers control and that can make them impatient. Not only can readers click anywhere they want, they can click anytime. Crafting a page that’s easily skimmed makes sure readers absorb key points before they click on. Just remember: Easily skimmed copy must also reward readers who choose not to skim.
Other online capabilities, besides interactive copywriting, include web content development, SEO/SEM and social marketing.
Please contact BrandWrite to make sure your non-linear, interactive content doesn’t distort your message.
