Copywriting: The Art Of Creating Text For The Web

Creating texts for the web is different from classical text writing. If the content of the website is to be successful, it should follow the rules that will bring as many visitors to the site as possible. The key idea is the correct identification of the target group of users.

Text Targeting

It is important that the texts use common and familiar expressions and phrases. The exception is specific target groups, e.g. services for IT specialists. The text must also not look like an advertisement and should not even resemble an advertisement. It is common knowledge that people read very little on the Internet. Therefore, the text should engage them right from the start and should be structured in such a way that it progresses from the most important to the least important.


Keywords are those that can be used by the largest possible number of potential customers to find you on the web.

Text breakdown :

  • subtitles and headings
  • short sentences
  • paragraphs, bullet numbering
  • text highlighting – bold, italic

Subtitles and headings must be catchy and should contain keywords. They should make the site visitor think, capture his attention at first glance and make him want to read further. The copywriter should use short and especially understandable sentences in the text. It is recommended to divide the text using  paragraphs, numbering, bullet points. Paragraphs are very helpful in organizing information. It is advisable to include only one important idea in one paragraph and thereby make the text clearer.

It will also help to highlight important information – bold, italic. People on the web only read what they notice first. The author should avoid underlining, because the user may interpret it as a link and if it is not clickable, they will be confused and it may discourage them from further browsing the pages.

Also Read: Focus On SEO As A Traffic Generator On A Website

Benefits To The Fore

If the customer visits the site, he is interested in its products or in information about the given product. In the text, the copywriter should explain to his visitors why they should get this particular product and especially describe its advantages. It is also not bad to mention the negatives, which will create trust and impartiality in your customers. The site will not appear conceited, but professional. Trust can also be inserted into the text through emotions, by replacing rational words with emotional words.

For a higher probability of purchase, it is advisable to use psychological influences that will help people to buy and to read everything you want. Therefore, the words should be placed in such a way that they lead the visitors to where you want to lead them. Using unfinished sentences also attracts users’ attention.

Keyword Placement And Frequency

The frequency of keywords on the page should be at least 5% and should not exceed 20%. These values ​​should correspond to the ratio of all keywords to all words on the entire page. Keywords should be placed mainly in the following places:

  • to the title page  – <title>keyword</title>
  • to meta tags –  <meta description=”keyword”> and <meta keywords=”keyword”>
  • to alt tags of images  – <img src=”” alt=”keyword”>
  • to page headings  – <h1>key word</h1>
  • highlighting  – <p><strong>key word</strong></p>

Also Read: Reasons Why Your Website Needs Search Engine Optimization

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