Web and print copywriting

Apr 27, 2004

Commercial copywriting not only means using “tested” prompts and phrases. Unless the copy converts leads and into sales, nothing much is achieved. This holds true for web copywriting, and not necessarily for print copywriting. In print copywriting, the customer reads a convincing ad, decides to purchase or avail of a service and then approaches the agency that actually provides the product or service. There, if the producer or the provider fails to execute the transaction, it is not the fault of the ad copy.

On the web it is altogether a different case. The copy talks to the customer till the end of the transaction. At every step the copywriter holds the hand of the visitor. Even after the transaction is complete, the copywriter manages the after-sale relationship through effective copywriting to generate repeat business. Copywriting for the web, in this sense, is more crucial.