Description

The introduction explains that writing for the internet is different from traditional print advertising. Online readers usually scan information quickly, so web advertising copy needs to capture attention, communicate clearly, and encourage the reader to take action.

Main ideas

• Web copy must attract attention quickly.
• The writing should be clear, readable and persuasive.
• Writers need to understand their target audience before creating advertising copy.
• The content should explain what is being offered and why the customer should choose it.
• Effective web copy should have a clear purpose and goal, such as generating a sale, attracting visitors or obtaining enquiries.
• Headlines are particularly important because they are often the first thing readers see.
• Online advertising should use appropriate keywords and search-engine optimisation (SEO) so potential customers can find the content.
• The presentation of the text matters: formatting, structure, headings and readability can affect whether people continue reading.
• Copy should be tested, revised and proofread to improve its effectiveness.