Webwriting, or copywriting on the web

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Writing texts is copywriting. However, when creating texts for the Internet, the way users read on the Internet should not be underestimated. They are scattered by many stimuli, therefore focusing on a longer text is slowly becoming rare. This is where a technique called webwriting comes in handy.

Webwriting is a way of creating content in such a way that it is adapted to the current Internet trends.

What writing rules does webwriting cover?

In order for the text to fit into the nature of webwriting, it should meet several important stylistic rules. These include elements such as:


Consistency in the message is the basis of a good text for the Internet. First of all, it should not be too long. However, it is worth keeping a balance here between optimization tips (SEO), which, for example, due to the so-called long tails require writing texts longer than shorter, and the usability of the website with regard to the user. The results of eyetracking research, which indicate the highest parts of the text as the most eye-catching, also support the shorter text.


Objectivity is to some extent related to the brevity of the text. It is simply writing specific information and avoiding unnecessary words. Sections that may be omitted when composing texts include, among others, elements that have already appeared in it and do not bring anything new to the reader.


The simplicity of webwriting texts manifests itself in avoiding complicated, repeatedly complex sentences. Short sentences allow you to read faster and do not tire the eye any more.


The text should encourage users to discuss. Conversation can be increased by addressing the user in the first person or by asking questions. The use of the imperative may also provide the reader with an impulse or a call to action.

Webwriting and preparation of text for publication

In addition to the text properly written for the Internet, there are rules in webwriting regarding the possibility of its editing. The basic principles of content editing in webwriting include:


Well-formatted text on the website should be clear. Properly selected headings, the size and size of the font also affect the comfort of reading.

When editing, it is also worth dividing the text into paragraphs and adding highlights so that the key information for the reader is immediately visible. Text that is unevenly split across the page should also be aligned to improve the reading experience.

Hypertext (links related to the topic)

Text hypertextuality manifests itself in placing relevant links that may be of interest to the user. They can be used to complement a specific topic or to systematize information. The use of appropriate hyperlinks also has a good effect on the SEO of the text.

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Advantages of webwriting

Webwriting is a set of rules for creating content that is ultimately intended to be of value and useful to your readers. It is worth following these regulations, because these small changes can significantly increase the interest in the published content. The benefits of webwriting can be divided into:

Focus on the reader

Texts created in accordance with the above principles are intended primarily to serve the user, and not the search engine's algorithms.

More read content

When the user sees that the text is written in an accessible way, he or she will gladly look around in other publications and stay longer. If users are more likely to read published texts, then each page will benefit from it.

Follow changes on websites

More and more websites implement user experience solutions. Therefore, following the rules of webwriting creates a consistent point between the layout of the page and its content.

The commonly used written language on the Internet is not subject to specific regulations. If we want the created texts to be as focused as possible on the needs and adapted to the habits of the user, it is worth implementing the above principles. Their gradual application is sure to increase interest and engage readers.