Bad Copywriting
Copywriting is a skill that is learned over time and improves with practice and extreme attention to detail. Creating copy for the Internet requires focus and an understanding of the types of content Internet users seek, along with a basic understanding of the written word.
Bad copywriting proliferates the Internet. Some copywriting comes from individuals who are well intentioned; perhaps those who seek to start their own business or begin a blog. A person who has not been formally trained to be a writer can most certainly create compelling copy for web sites, but only after having made an effort to comprehend the practices best suited for this type of content. Too many decide on a whim that they will begin writing copy for a web site, only to find that the words they have created do not bridge the communication gap with their web site users.
Others may attempt to create web copy chiefly to gain visitors to web sites by being rich in keywords and light in true content. Generating web copy that consists of keywords only and have no real meat to them may not only actually lower a web site’s ranking, it can also drive visitors away. When copy is difficult to read due to the inclusion of too many search terms, it almost certainly will have the opposite effect of what was intended.
Ineffectual copywriting also exists in mass quantity. This type of copywriting may be easy to follow, but does not generate the excitement needed in order to cause the action that the copy is meant to promote. A solid writing style does not necessarily equate to an excellent grasp of making copy that captivates readers and promotes objects or ideas.