Copywriting For Print vs. Digital: What Are The Key Differences That Impact Connection?

How do you prefer to consume your information, words and new ideas? In print or online?

For me, it’s print every time. I love the feel of the pages as they flick through my fingers and the experience that comes with sitting down and getting lost in an article or a story. I’m old school like that.

While the physical experience is different, so too is the process of copywriting for print versus digital. It’s all to do with our attention spans and the way our brains process information on different platforms.

The words you choose, the sentence structures you use and the tone of your message all need to match where you are trying to communicate your message – be it a screen, in a magazine, brochure or press release.

Here are three key tips to keep in mind when copywriting for print vs digital:

1. Length

Studies show the majority of people skim read when consuming information online. This means the best way to gets someone attention – and engage them – is to keep your digital content short, sharp and straight to the point. Print is where you can indulge and get a little wordier.

The ideal length of a paragraph in the print world is between 3-8 sentences. When it comes to digital, 1-2 thoughts per paragraph is often best (yes, it’s ok to have a paragraph that is just one sentence!). 

2. Structure

Length and structure are closely related. Best practice for print-based copywriting is still a clear introduction, body and conclusion. This allows you to take the reader on a journey and communicate your key messages as part of a well-planned sequence.

It all changes for digital copywriting. Given the tendency for people to skim read, your online content needs to be eye-catching. Not full of long paragraphs. Top tips include:

• Breaking copy up with bullet points or numbers (see what I did here…)
• Use bold, HEADINGS and italics (sparingly) to draw attentionto key points
• Again, try to stick with 1-2 thoughts per paragraph

3. SEO

How many of you shuddered at the sight of this word? Don’t worry, most people find SEO confusing and overwhelming. More on that in a later blog…but for now, just remember this…

SEO matters in digital copywriting. It’s one of the ways Google determines your ‘digital credibility’ and getting it right can really boost your website traffic and conversions. My top tips here are:

• Focus on building a keyword and keyword phrases into each piece of digital copywriting you create. For example: regularly use ‘financial services recruitment’ if that is the service offering you are promoting and a term you want Google to associate with your business
• The keyword should always be secondary to well-written content. Not the other way around. Make sure your copy reads well, rather than trying to use the keyword or phrase many times

The physical and digital worlds are in fact…worlds apart. Always take this into account when creating your marketing collateral and tailor your copywriting accordingly.

Let me know which medium you find the most challenging to write for in your business? I can share some more detailed tips to help.