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January 5

The 4 types of web writing

Web writing is everywhere these days! 

Every word you read online, on your social networks, and even in advertisements, fall under this discipline of web marketing.

Alas…! Web writing is vague and poorly understood.

Even today after three years as a full-time web editor, I notice people get confused when I tell them what I do for a living!

Even courses, articles, and books by experts in web writing rarely have the same definition… 🤷🏻‍♀️

We must not forget that web writing is a new profession, born in the 2000s.

It is still unknown - especially in Quebec (in comparison with the United States or France for example).

What is web writing for?

Web writing is as useful for entrepreneurs as it is for web marketing service providers (we will call them copywriters here).

For entrepreneurs, web copywriting helps market their business online.

If, as an entrepreneur, you don't know the different types of web writing, you risk hiring the wrong writers for the wrong mandates, which could cost you time and money.

Worse yet, you could try to write your web texts yourself, and end up with poor quality texts if you are not a born copywriter.

For copywriters - like me - who want to offer their services to businesses, web copywriting allows them to generate income by contributing to the success of businesses on the web.

If you have an innate talent in writing, web writing could allow you to start your mini-business!

# 1: SEO copywriting

SEO copywriting is the creation of SEO optimized texts for search engines.

SEO stands for "Search Engine Optimization". 

The objective is to optimize your text with technical elements - for example, certain keywords and tags - which will allow it to be more visible on search engines.  

To sell online training, you need to have a good grasp of this concept in order to write engaging course descriptions that are optimized for the web.

For example, if you are writing a blog post about "12 edible plants", you will want to make it stand in the top Google results when someone types "edible plants". 

To do so, you will use SEO writing techniques.

Other examples of SEO writing: 
  • Blog posts
  • Websites 
  • Product descriptions 
  • Biographies
  • Forums 

What is SEO writing for?

For entrepreneurs, SEO writing is the best type of copywriting to generate organic traffic to your web pages. 

For copywriters, SEO writing is an interesting niche if you like the technical side of the web. You will be able to learn how search engine algorithms work.

# 2: UX writing 

UX writing is the creation of texts for digital media. 

UX stands for " User Experience".

UX texts have the reader at the heart of their strategy. They consist of offering an efficient and pleasant experience to a user on the web.

Examples of UX writing:
  • Application interfaces - Like text that guides you through menus and sections of Facebook.
  • Quizzes and surveys - An example that comes to mind is a project for a client who was to write the quiz "Find out if your house is compatible with the brand new [client's product]". The quiz was integrated into their website.
  • Tooltips - Like the text that guides a student to an online course through his member area to say "Start with this video".

Have you ever downloaded a new app and after logging in you said to yourself "what the hell is this?". Couldn't find the functions you wanted and were having trouble navigating them?

This is probably because the UX texts weren't clear enough. 

It's crucial to create simple and user-friendly UX texts to guide a user where they need to go on the web. Otherwise, he may click anywhere and find your site or application difficult to understand.

What is UX writing for?

UX writing is the type of writing to prioritize for application designers or SaaS (Software as a service).

For copywriters, UX writing is ideal for you if you like logic, clarity, and simplicity. Or if you love to create a treasure hunt!

# 3: Content writing 

Content writing is all about creating educational, informative, or entertaining texts. 

It is this type of writing that will serve you the most when creating an online course, for example!

Unlike SEO writing, content does not necessarily aim to optimize the web referencing of the site on which it is published.

Examples of content writing:
  • E-books and guides - You know, when you're shopping online and you come across a site that offers to email you something like “Buyer's Guide to Choosing the Right Sofa”? This guide is an example of content writing.
  • Social media posts
  • Training content
  • News - Articles from the New York Times for example.

What is content writing for?

Content writing improves the notoriety of a brand or a company on the web. As long as the information shared is truthful and of high quality, writing content increases the credibility of the author.

As a copywriter, content writing is for you if you are curious, like to write about different topics, and have a little journalistic side.

# 4: Persuasive Writing

Finally, the last type of writing, but not the least, persuasive writing.

Also known as copywriting, persuasive writing merges psychological, marketing, and sales concepts.

It is certainly the most complex type of web writing!

Which explains why good copywriters are relatively rare ...

Persuasive writing does not necessarily involve making grammatical sentences or choosing the nicest words. 

The goal is to use specific angles of communication to prompt the reader to take action. For example, buying a product or requesting a free quote.

Examples of persuasive writing:
  • Advertisements - Like Facebook ads, or even the giant ads you see on the highway.
  • Sales pages
  • Marketing emails

What is content writing for?

Persuasive writing is essential for entrepreneurs who sell products or services online.

It is used to persuade a potential buyer to buy or contact the business. In other words, persuasive texts convert visitors into leads or leads into customers. 

The words and phrases chosen should respond to the needs and problems of the target customer. A copywriter is able to adapt his pen for each target. 

As an entrepreneur, persuasive writing is obviously essential to generate money and retain your customers online.

As a copywriter, persuasive writing is for you if you enjoy the psychology of sales and are able to put yourself in other people's shoes.

Now it's your turn

So these are the 4 types of web writing! 

As an entrepreneur, depending on your web referencing, user experience, brand awareness, or sales needs, you can now delegate your writing tasks with greater clarity. 

As a writer, you can now better choose your niche according to these 4 types.

One thing is certain, writing is useful at different stages of your training project. It is therefore important to understand the objective of each text in order to optimize the result.

Have fun writing!

Mélina Bélanger

Translator, marketing writer, and copywriter