The easiest way to explain website copywriting is to point out what it is not: brochure copywriting. Your website copy should not resemble what you'd write on a brochure (or anything else) for two major reasons:

1. Website copy should be full of commonly searched terms so it is search engine optimized. In normal copywriting, your goal is literally the opposite of this: to avoid common industry jargon. Thus, website copywriting presents a unique challenge in that you must write effectively while still using commonly searched terms.

2. If someone is taking the time to read your brochure, you already have their attention. You can take more time explaining what your company does and how many services it offers. Website copy is completely different: you have less than one second to tell your visitor what you company does and to convince them to stay on your website. If you can't do this, you'll notice that you have a high bounce rate on your analytics report.

 Now that we've explained the differences between website copywriting and brochure copywriting, let me give you the steps for developing successful website copywriting.

1. Conduct a thorough analysis of your keywords. Find out exactly how often which keywords are being searched, and then find out how much competition there is on these terms. If you're unable to do this in-house, hire a contractor to do this before moving to Step 2.