Copy is copy, right? Er, no.
I am on the mailing list for a number of PR companies and I have to say I find it incredibly frustrating to receive generic copy circulated to anyone that may be willing to publish it without care for either the publication relevance, style or platform. When I produce copy, it is usually following a conversation with an editor, and then tailored to the publication – on or offline. Furthermore, when we write copy for websites it is written for the purpose of being read online.
Digital copy should –
- provide visitors with information
- engage them
- encourage them to take action
but digital copy should also
- provide context and relevance to search engines
The amount of content online is incredible, hence the phrase “quality content is king” – it has a huge impact on the success of your online presence.
Content written for the web must be clear, concise, easy to read, well-written and well-structured. Think about your habits whilst searching online or browsing a website? How many times have you moved away from a page when you can’t find the piece of information you are looking for or the text is too long and wordy? Online readers are impatient and scan pages – and will quickly move on if they can’t find what they are looking for.
What do we consider?
- Your audience
- Whether it is short copy (a call to action, titles and subject lines, adverts or social copy) or long copy (news releases, emails, blogs, advertorials or websites)
Online copy should do a number of jobs, it is a multitasker. Digital copy is written for both people and search engines; writers also need to consider key phrases and words for search engine optimisation (SEO) without making it look like we have ‘stuffed’ these words in everywhere! Unless already provided we undertake our own research to identify key words and phrases that need to be woven into your online copy, this is a digital tactic employed to let search engines know of your website’s relevance and context to enable it to send traffic to your site. These ‘tags’ are used with text formatting and meta data which can also be used on the search engine results pages.
Sound complicated? It doesn’t need to be. Whether you have copy that needs revising or you are starting from scratch we can help. Get in touch for an informal chat.
Published 11th April 2019