Copy on the web is the voice of the communication. It has a big job to do. If done well, can gently guide your reader into the exact action you want him or her to take.

Professional web copy is:
•    Objective - using facts and not fluff
•    Reader - focused, allowing the reader to understand what the benefits are to them individually
•    Informative - in a simple, understandable and compelling way

Avoids confusion
In order to achieve results you need well-structured, optimised, search-engine friendly copy. Quality content will attract more business. By clearly communicating what you want the reader to do you are far more likely to have a positive result. Confusion leads to 'no', clarity leads to 'yes'.

Uses language correctly
At the same time, professional copy is well and correctly expressed, without grammatical or spelling errors. Using clear, powerful headings and formatting also helps to break up copy and make copy digestible to the reader.

Is creative and engaging
The final element regarding good web copy is creativity and flair, using words to capture and engage the reader's imagination and attention. Creative copy is interesting as well as informative. The reader does not feel as if reading it is a chore, but a pleasure.

Good copy is short and tight - it gives the reader the information they need, a glimpse into the 'human' inside the web page and the desire for more.

Caroline Hastings-Brown
www.carolinehastingsbrown.co.za

Caroline is a copywriter, marketing strategist and internet marketer who works closely with Sesalos, a media production house. www.sesalos.com