One of the most important reasons as to why copywriting for the web is different is that the mindset of those who are going to be reading is different.
More often than not, most web pages will be found via a search engine. This is very significant, as it means that the person reading your site has been looking either for you or someone like you. So that puts them in control. This is because they will be focused on finding a particular product, service or piece of information. So anyone visiting your site for the first time and has found it via a search engine will have a few questions in mind. “Have I come to the right place?” also “Will I find what I’m looking for at this page or site?” Finally, they would be asking themselves “Do I feel able that I can complete the task at this point?”
So what is vital is that you answer these questions in both your headline, and any sub-headlines you may have. It needs to be able to secure a response from this first time visitor immediately.
In order for this to happen, your writing needs to provide answers so that the visitor knows exactly what they are looking for. What is important when writing any copy for the web is that you reassure any visitors that they are in the right place, and that they should continue to read on.