On Screen

Writing for screen is not the same as writing for print. It's psychologically harder to read on-screen than on paper (because you're looking at light-on-screen not ink-on-paper), so copy has to be shorter. It also has to meet the ever-changing needs of search engines.

Here are some of the projects I've worked on recently:

Top tip
Although the goalposts seem to be moving all the time, there are currently four main ways to get listed on search engines:

• Have clean HTML code in your site design (that's up to your web designer)
• Write specific, relevant content that includes key words and key phrases that your customers might search (that's up to your web copywriter, however, it's becoming increasingly less important). Keywords can be in body copy, alt tags ('hidden' picture captions), headings and links.
• Get other highly ranked sites to link back to your site (get listed on relevant directories etc.)
• Keep the content constantly fresh e.g. by uploading a newsletter every month (I can write it if you wish!)

Remember, the secret of success is not how many 'hits' or visitors you have to your website, it's the number of orders you get! So the text has to appeal to human beings as well as search engines.

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