Writing well is an art and takes skill. It’s also a necessity if you want to sell and promote products, services and ideas.


The Internet completely changed the rules on how we market and advertise. Today, we are going to look at some similarities and differences between print and web copywriting.


The basic fundamentals of copywriting are the same for both web and print:



You are trying to get some sort of idea across to your audience. Persuasion and how you form the message still need to be considered for both web and print.


Know Your Audience

This is probably the most important rule. Who your audience is will depend on what and how you write. Each target audience is different and requires special thought on how to address them.


Make Your Audience Feel Emotion

In the advertising/marketing world, we use emotion to grab people’s attention. Make them as passionate as you are. When people are passionate about a product, they will go out of their way to buy it, and tell other people about it.



We have a rule for this one:

Copywriting Tip 49: Use correct spelling, punctuation and grammar. No one notices when it’s right, but they will see your mistakes clearly.


Here’s how web copywriting differs from print:


Strong Subject Line

The first thing people see when reading an email is the subject line. It can determine if they will click to open it. You need to convince your audience that they should read your content.

Tip: Buzzwords are fabulous in subject lines, especially the word “you.” Address the reader personally.


Eye Scanning

Readers on the web are more likely to scan the page than on print.

They also prefer short and simple copy. If you have a long, chunky paragraph, break it up into smaller paragraphs. Even add bold font to help with readability.

Don’t sound blunt when you’re trying to keep it simple though. You’re more likely to lose your audience’s attention if you’re rambling on. They want you to get to the point. For web copy, you should have half the amount of words than you do for print.

Tip: After you write your copy, edit it two or three times and see if you can eliminate some of the wordiness.