copywriting

Should copy for Web sites be different from that for other media, such as brochures? You bet it should.

The Web has, in many ways, turned marketing communications on their head. Traditional media (such as posters, advertisements and direct mail) thrust unsolicited information at people. The Web works in the opposite way: people come to your Web site, seeking specific information. They don't want to be bogged down in hyperbole and verbose 'marketing speak'. They want to find specific and relevant information only.

Great Web copy must be succinct. It needs to be free from jargon. It should cater for the widest of audiences. It must deliver the goods quickly. It also needs to be accessible: more direct, conversational and less austere.

Sadly, much Web copy is not that great. It is written by either business managers or Web designers - people who are great in their own field, but who are not professional communicators.

We write copy which is engaging and structured to be read on the Web easily: copy which gets people's attention; copy which gets the point across; copy which gets results.