Online copy always sucks. That’s not really true (for the sake of my self-esteem, I hope so). However, rules (not to mention, expectations) are usually more relaxed when it comes to web-published writing compared to their print counterparts.
Of course, getting this leeway doesn’t mean you should turn out one half-hearted piece after another. Like any form of writing, there’s a huge upside to putting in the effort to produce high-quality web copy. Here are a few tips that can help you on that end.
Define the purpose of the piece. On the web, people rarely have time to read through blocks of text setting up the subject. That’s why you must be clear about your purpose from the onset. Do you want to turn readers off? Do the “blocks of text setting up the subject” thing. If you have a different purpose, though, then define it clearly from the start and let it guide the rest of your writing.
Please, do some real research. And, no, drawing information from Wikipedia and watered-down sources like About.com just won’t do. Be different and do actual research for a change. At the very least, that already sets you apart from 99% (okay, I just pulled that number out of my ass) of web content available.
Focus on the reader first, machines later. Sure, SEO is a big part of web copy. All that on-page optimization can be done at the editing level, though. As you work on draft, do it old-school style, putting the reader first and foremost on your list of priorities rather than Google’s next algorithm update.
Make it drip with details. Poorly-sourced web copy stinks the most with their lack of specific information. You, on the other hand, will pile in the details, choosing to make your writing useful to your audience by providing real information they can use.
Always remember that automatic proofreading is only a push of a button away. Why hit submit without good proofing when it only takes one mouse click on your writing software? Of course, a couple minutes of fixing up errors is also on the pipe. But, still, that’s a small price to pay.
