What is Online Copywriting, and how is it different from just copywriting? Good question!
Copywriting of course creates the textual content for offline, printed materials. A good copywriter is able to understand — and speak to — his or her audience, while still representing the subject (a product, brand or company) in an accurate and engaging manner.
The same is true for Online Copywriting (also called “Digital Copywriting”), with two important additional points:
- Online Writing Style: Digital copywriters write for their medium. Online copy needs to be shorter and clearer than its printed counterpart. A good digital writer typically uses short sentences, small paragraphs and frequent text headings.There are several reasons that necessitate this change in style (which drives some of our clients crazy): The first is simply the online attention span. Study after study shows that consumers don’t actually read online — they just skim, and quickly move on. In the digital realm, most of us use multiple browser windows and applications at once, and may also have the TV or music on in the background or even — gasp — other humans we’re speaking to too.