It is now my fourth week at the manor, so I thought it was about time I write my first blog post… and seeing as though I am We Love’s new copywriter – what better than a blog about writing for digital…
Writing for digital is very different to writing for offline communications.
You have to get right to the point, and fit what you have to say in a fairly small space. Copy has to be short and concise – clarity is key, if users are going to engage with it. Traffic to your site will be turned off by a big block of copy – users won’t spend time reading and reading, so it is important to keep copy to a few key points.
When writing for digital, don’t stray away from your brand guidelines and vision. They are just as important as in print copy. Your audience need to relate to your brand and are used to the way you communicate with them. Stick to the core elements of your style guidelines for digital, or you will confuse your audience.
Users will tend to skim content when reading websites but you have to remember that they are a proactive audience and are on your site to seek information. Break up copy into short paragraphs and use appropriate subheadings where required.
Example of website doing this well: http://www.misofunky.com/index.php
(Miso Funky, lovingly handmake homewares and accessories. The copy on their site is short and concise but still has a personal touch to it – posing questions to engage the user and create a relationship to build on.)
Don’t leave your audience guessing – ensure navigational copy is clear and straightforward – so your user knows exactly where to find the information they are looking for – leave a breadcrumb trail. You want them to feel confident using your site and misleading copy or taking them somewhere they didn’t want to go will only lose their trust.
You can still have fun with your copy. Users still want to be entertained – they don’t want to read the same old thing.
And finally, don’t forget that interaction and building up a conversation with your user, rather than just bombarding them with one way messages, is key to the growth of a lifelong relationship with your brand.
