How To Write Digital Copy: A Complete Guide

100 tips for writing clear, impactful marketing copy & content for online users

OVERVIEW

1. Plans, ideas, stories
2. Structure
3. Signposting and scannability
4. Brand voice
5. Editing and crafting copy
6. Persuasion
7. Working with content stakeholders
8. Further reading

PART 1: PLANS, IDEAS, STORIES

Planning content and telling your brand story in a reader-focused way.

#1: Make it all about ‘you’ (not ‘we’ and ‘us’)

The #1 principle: great digital copywriting puts the user first at every opportunity…

Photo by Everton Vila on Unsplash

When we see a piece of content that is all about the brand itself, all ‘us’, ‘we’ and ‘our’ and no ‘you’ or ‘your’, the effect is quickly off-putting. Great digital copywriting puts the user first at every opportunity, in every way. And paradoxically, the more we focus on ‘you’, the more people are likely to be better disposed towards ‘us’.