The pen is mightier than the sword or so the saying goes, which makes the written word a rather ominous tool in the hand that wields it. Needless to say, a trained hand will have a field day scribing volumes of text that serve to vex the minds of generations to come; the copywriter genre has come upon us, eager to serve.

How is web content special? As with PR, there is an art to writing for the web. Netizens have notoriously short attention spans, temper this with a multi-lingual websociety where the lingua franca is marginally english, one needs to accept that "global reach" has its limitations. The rule is to keep focus, keep it simple and keep at it. Don't mind the literacci (as in digerati, paparazzi ...), just do your thing.

Consider this paragraph. "When you write for the web, it is good style to use short sentences. You should try not to exceed one screen length. Write to the point, using keywords that are relevant for your site and distribute your links evenly. Write with your visitors in mind."

Now here's a paraphrase. "Writing prose for the web is an art - the more you say with less words written not only makes for a faster read, it frees more real estate on your page for graphics, interactive forms, feeds, etc. With the right keyword density, well-placed links ..."

The second style assumes your reader has a fair understanding of the language with its attendant nuances. There is no "right" version - it really depends on what your are selling and who you are targetting. Selling different grades of steel bars differs dramatically from selling stocks. Factor in search engine friendliness and its perhaps time to consult a copywriter!

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