Online copy is a hardworking multi-tasker. It must provide information to visitors, engage with them, convince them to take the desired action and, all the while, convey brand ethos. It also has to provide context and relevance to search engines. It needs to achieve all this without making it look as if the author is trying too hard.

You will see in this chapter that writing for digital is different from writing for more traditional media. Because of the sheer volume of information on the Internet, quality content is king – many people argue that it is one of the most significant determinants of the success of your online campaigns. Considering it is one of the most direct lines of communication with your consumers, this is not surprising. Therefore, you will see many links between this chapter and the chapter on Content Marketing Strategy.

Online copywriting involves everything from the text on a website to the subject line of an email, and all things in between. From PR articles of 800 words to four-line search adverts, if it’s being read on a screen, it’s an online copy. Writing for digital does not mean the traditional rules of writing need to be abandoned. By and large, the foundations remain.

In this chapter, you will learn:

• The principles of writing for your web audience
• Which types of web copy are available to you
• The basics of HTML for formatting online text
• How to write for search engine optimization (SEO), focusing specifically on keywords
• The best practices for successful online copywriting