Writing is Writing - Isn't it?

If you were to say that writing is writing you'd be very wrong.

Consider for a moment the different forms it can take - it could be anything from fiction and sales writing to promotional writing and poetry. Each of these require a different style to create its desired effect - they are all looking to achieve different things.

Short Fiction

Take for example one of the most sought after types of writing at the moment (certainly from a copywriter's point of view) - website copywriting. This has one aim and that is to attract visitors (through search engine results) and convert them into buying customers. Therefore it has to be interesting, engaging and salesy. Whereas if you are writing fiction you are writing to entertain, enthral and satisfy the readers' curiosity.

Writing is Writing - Isn't it?

Fiction writing calls for an exhibition of your flare and creativity. You'll employ metaphors and similes to illustrate feelings and moods - your words will be used to paint a picture for your reader.

But when you have a website you are writing to attract traffic. Your copy must engage your readers, inform them and convert them into sales. Yes, that does sound rather impersonal but it is essentially what your website is there for - it should be selling for you, otherwise is is a very expensive brochure.

Your reader must be able to clearly see your product and its benefits.

When embarking on your website copywriting project you must forget the flamboyant language and stylistic flourishes of the fiction writer - there are only three things you must to remember:

Forget the arty similes and metaphors, tell the reader what it is, what it does and why it will benefit them. Forget the jargon - no one is interested in it. If it is essential technical vocabulary, fine, but keep it to a minimum. Keep it short and concise. I know there is a lot of debate about whether long copy is better than short and each has its place. But in both cases don't be too wordy - why use 'in the interim period' when 'between' will do just fine.

The main rule in website copywriting is to keep your writing simple and conversational. If you achieve this, you'll build rapport with your reader. You will become that friendly arm around the shoulder; someone they can trust.

Writing is Writing - Isn't it?

Sally Ormond is a professional SEO website copywriter and advertising copywriter with extensive experience in B2B and B2C copywriting markets. She can be contacted at +44(0)1449 779605 or online at http://www.briarcopywriting.com for any copywriting project you may have.

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