The Internet has opened up a slew of new career opportunities and given a technical edge to some jobs that were previously considered low-tech. Copywriting, for example, used to be limited to print, radio, and television. However, thanks to the Internet, virtually every piece of information a company publishes on the web is now part of a larger advertising and branding campaign that necessitates the use of copywriters who are experienced in writing for the web. If you want to work as a web copywriter, there are some steps you can take in terms of research, education, and practice that will put you in the best possible position to get started.
Unlike print ad copy, web copy incorporates certain techniques into its content to increase the likelihood of it being discovered by its target demographic. To be picked up in a search engine, web copywriters must use search engine optimization (SEO) strategies, which require them to insert targeted keywords and phrases into their web copy. For example, a web copywriter writing for an entertainment website might include commonly searched celebrity names in the web copy to increase website traffic. Because search engine optimization is so important to online advertising, anyone interested in becoming a web copywriter should learn about the fundamentals of search engine optimization, such as keyword placement, link baiting, and landing pages.
An academic background in both marketing and English is ideal for someone pursuing a career as a web copywriter. While a marketing education can teach you which words have the most impact on which audiences, an English education can teach you how to write clearly, concisely, and with proper spelling and grammar. Consider taking a certificate course in marketing or vice versa if you already have a degree in English to get a well-rounded education in both fields.
Volunteering to take on web copywriting responsibilities as part of your current job can be a great way to gain professional experience in the field if you want to become a web copywriter but are currently employed in another position. Consider offering to edit or rewrite the company’s website content if you’re currently employed in an administrative capacity with an organization that doesn’t have marketing professionals on staff. You can then offer to write newsletters, ad banners, and start a company blog, all of which will add to your professional web copywriting portfolio.