Copywriting, content writing for search engine optimization,
editing, and consulting for the 21st century

What is Web content? What is Web copy?

Content and copy
Content and copy are most likely interchangeable. Along the Web way, the term "content" was coined to mean the words on your Web page.

Unlike "copy" that's often associated with advertising --Web content--at its best, is supposed to be free of jargon or hype and be more conversational.

Semantics aside, if it is Web copy you want, you got it but for the purpose of this page, content=Web and copy=miscellaneous media.

Content: First impressions count
Often a new client says, "My Web site statistics reflect nobody going past the home page." Consider your home page like a first impression. It should sparkle, dance, and sing. It should exceed your audience's expectation and pique their interest. It's the starting point for building a relationship with the reader but don't expect to actually close the deal here.

Home page basics – to do and to don't

• Do forget hype. Don't tell the reader that you are the best; show them you are the best.
• Do write short paragraphs with bold headers. Your Web site is not a newspaper. Even the best monitor is still a monitor and readers often scan content.
• Don't assume that everyone knows what you mean. Content filled with jargon or buzzwords should only be used for vertical B2B (business-to-business) audiences. As a global marketplace, your content should inform and engage but not confuse.
• Do proofread. Don't rely on spell-check.  Misspelled words reflect sloppy amateurism. You want to appear detailed and professional. Proofread again.
• Don't use a slow-as-ketchup-loading page. Even the best of content will never get read.
• Don't use eye-straining font on a busy background. Content should be easily readable.
• Do use keywords and keyword phrases.

Keywords are key
The home page reflects the keywords and keyword phrases that your audience uses to find you on a search engine or directory. These same keywords should be in sync with your meta-tags (what the search engine spiders use to find and rank your site). 

Keyword rich content immediately clues your audience into the fact that they landed on the correct site and now you're inviting them to scroll down the path of best return to find what they were searching for.

Does your content dance with verbs while engaging your audience to interact, continue, and purchase? Do you need a redo, refresh, or detailed edit? Please contact us.

Copy: Think business and promotions

Hello Mr. or Ms. Business Owner:

Looking for a way to expand your business and let the community know that you're an expert CPA or widget maker? Let me count the ways that Bridge Marketing can assist with creative copy:

1. Ghost write an article and you get the byline. The article would subtly outline your expertise while demonstrating how you can save readers money, make them healthy and safe, etc. It's unlikely that you will get paid for the article but the goal is exposure.
2. Write an advertorial. An advertorial is an advertisement but looks like an article or editorial.
3. Create brochures and newsletters (hard copy and online) expanding your brand image.
4. Write and distribute press releases.
5. Craft a media kit
6. Edit existing marketing collateral keeping in mind brand image and marketing goals.

Don't wait for success to come to you. Copy written to your specifications can make it happen. Please contact us with your goals and budget.

Karyn Zoldan is a freelance writer. To read her articles, please click here.