Web copywriting is all about boosting search engine rankings and converting visitors into customers. When a visitor comes to your website for the first time, you have between three and five seconds to engage their interest and hook them in: much of this engagement rests on the content of that page.
It’s really important to be aware of how differently people read in print and online. Online they tend to scan read, so long blocks of text are unappealing. Focus instead on short paragraphs, headlines that convey salient points, plenty of sub-headings to break up the text and the all-important call to action.
Web copywriting also needs to consider the other audience – the search engines – so content must include keywords, headers and links that are optimised for indexing. Consilience can either work on the web content you already have, or completely rewrite it for you. Either way, remember those precious few seconds.