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If you’ve ever written for a magazine or newspaper, you’ll know that traditional copywriting and web copywriting are two very different worlds. Yet, at their core, they share the same objective: to convey a clear and relevant message<\/span><\/strong>. The big difference? How you go about it<\/span><\/strong>. Let’s take a look at what really distinguishes the two. <\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/expression-digitale.com\/wp-content\/uploads\/2024\/10\/Redaction-WebvsRedactionTraditionnelle-expression-digitale.jpg” alt=”Web vs Redaction Traditionnelle – Expression Digitale” title_text=”Web vs Redaction Traditionnelle – Expression Digitale” _builder_version=”4.27.2″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Amenities” _builder_version=”4.27.2″ background_enable_color=”off” max_width=”90%” max_width_tablet=”” max_width_phone=”100%” max_width_last_edited=”on|phone” custom_margin=”||||false|false” border_color_all=”#ffffff” border_width_left=”10vw” border_width_left_tablet=”5vw” border_width_left_phone=”0vw” border_width_left_last_edited=”on|phone” locked=”off” global_colors_info=”{}”][et_pb_row column_structure=”3_5,2_5″ _builder_version=”4.22.2″ custom_margin=”||||false|false” custom_padding=”||||false|false” border_color_all=”#f5f5f5″ locked=”off” global_colors_info=”{}”][et_pb_column type=”3_5″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_blurb title=”Capturing attention rather than providing in-depth information” _builder_version=”4.27.2″ header_level=”h5″ header_font=”|700|||||||” header_font_size=”20px” header_line_height=”1.2em” body_font=”||||||||” body_font_size=”14px” body_line_height=”2em” custom_margin=”||10px|” global_colors_info=”{}”]<\/p>\n When it comes to traditional copywriting (newspapers, magazines, brochures…), the aim is often to provide detailed information. Readers are willing to invest time to fully understand a subject, so articles can be longer and more in-depth. <\/p>\n On the web, on the other hand, users’ attention<\/span><\/strong> is much more volatile<\/span><\/strong>. You have a few seconds to capture their interest before they move on. Web copywriting must therefore be more concise and punchy.<\/span><\/strong> You need to get straight to the point, and quickly answer the questions that web users have. <\/p>\n [\/et_pb_blurb][\/et_pb_column][et_pb_column type=”2_5″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/expression-digitale.com\/wp-content\/uploads\/2024\/10\/WebvsRedactionTraditionnelle1-expression-digitale.png” alt=”Web vs Redaction Traditionnelle – Expression Digitale” title_text=”Web vs Redaction Traditionnelle – Expression Digitale” align=”center” _builder_version=”4.27.2″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,2_3″ _builder_version=”4.22.2″ custom_margin=”||||false|false” custom_padding=”||||false|false” border_color_all=”#f5f5f5″ locked=”off” global_colors_info=”{}”][et_pb_column type=”1_3″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/expression-digitale.com\/wp-content\/uploads\/2024\/10\/WebvsRedactionTraditionnelle2-expression-digitale.png” alt=”Web vs Redaction Traditionnelle – Expression Digitale” title_text=”Web vs Redaction Traditionnelle – Expression Digitale” align=”center” _builder_version=”4.27.2″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_blurb title=”Structure: from dense text to easy-to-scan content” _builder_version=”4.27.2″ header_level=”h5″ header_font=”|700|||||||” header_font_size=”20px” header_line_height=”1.2em” body_font=”||||||||” body_font_size=”14px” body_line_height=”2em” custom_margin=”||10px|” global_colors_info=”{}”]<\/p>\n A classic text can afford to have long, dense paragraphs. Readers are used to reading without visual interruption. <\/p>\n On the web, it’s a different story. People don’t always read everything, they often \u201cscan\u201d the content for key information. To address this behavior, web articles are structured to be read quickly. We focus on : <\/p>\n The idea is to make reading as quick and easy as possible.<\/p>\n [\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”3_5,2_5″ _builder_version=”4.22.2″ custom_margin=”||||false|false” custom_padding=”||||false|false” border_color_all=”#f5f5f5″ locked=”off” global_colors_info=”{}”][et_pb_column type=”3_5″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_blurb title=”Length: shorter, more direct texts” _builder_version=”4.27.2″ header_level=”h5″ header_font=”|700|||||||” header_font_size=”20px” header_line_height=”1.2em” body_font=”||||||||” body_font_size=”14px” body_line_height=”2em” custom_margin=”||10px|” global_colors_info=”{}”]<\/p>\n In traditional formats, it’s often normal to take the time to explore a subject in depth, whether in a long magazine article or a brochure. Readers expect it. <\/p>\n On the web, most users want quick, precise answers<\/span><\/strong>. Articles must be concise and to the point. Even if long formats are possible, they must be well organized so as not to discourage readers. <\/p>\n [\/et_pb_blurb][\/et_pb_column][et_pb_column type=”2_5″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/expression-digitale.com\/wp-content\/uploads\/2024\/10\/WebvsRedactionTraditionnelle3-expression-digitale.png” alt=”Web vs Redaction Traditionnelle – Expression Digitale” title_text=”Web vs Redaction Traditionnelle – Expression Digitale” _builder_version=”4.27.2″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,2_3″ _builder_version=”4.22.2″ custom_margin=”||||false|false” custom_padding=”||||false|false” border_color_all=”#f5f5f5″ locked=”off” global_colors_info=”{}”][et_pb_column type=”1_3″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/expression-digitale.com\/wp-content\/uploads\/2024\/10\/WebvsRedactionTraditionnelle4-expression-digitale.png” alt=”Web vs Redaction Traditionnelle – Expression Digitale” title_text=”Web vs Redaction Traditionnelle – Expression Digitale” align=”center” _builder_version=”4.27.2″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_blurb title=”Tone: from formal to conversational” _builder_version=”4.27.2″ header_level=”h5″ header_font=”|700|||||||” header_font_size=”20px” header_line_height=”1.2em” body_font=”||||||||” body_font_size=”14px” body_line_height=”2em” custom_margin=”||10px|” global_colors_info=”{}”]<\/p>\n Traditional texts often adopt a formal, neutral tone, especially in academic or technical publications.<\/p>\n On the web, the tone is generally more conversational<\/strong>. The idea is to address the reader directly, as if having a discussion. Of course, this also depends on the audience and the type of site. A personal blog will have a more relaxed tone, while a corporate site may be more serious, but still accessible. <\/p>\n [\/et_pb_blurb][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”3_5,2_5″ _builder_version=”4.22.2″ custom_margin=”||||false|false” custom_padding=”||||false|false” border_color_all=”#f5f5f5″ locked=”off” global_colors_info=”{}”][et_pb_column type=”3_5″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_blurb title=”SEO optimization: a web-specific challenge” _builder_version=”4.27.2″ header_level=”h5″ header_font=”|700|||||||” header_font_size=”20px” header_line_height=”1.2em” body_font=”||||||||” body_font_size=”14px” body_line_height=”2em” custom_margin=”||10px|” global_colors_info=”{}”]<\/p>\n One of the major differences between web copywriting and traditional copywriting is the need to optimize content for search engines<\/strong> (SEO). Unlike a magazine article, web content needs to be visible on Google, otherwise it simply won’t be read. <\/p>\n This means using relevant keywords<\/strong>, creating catchy titles<\/strong>, optimizing meta-descriptions<\/strong> and adding links<\/strong> to improve SEO and ease of navigation. Basically, it’s not just about writing, it’s also about pleasing Google’s algorithms! <\/p>\n [\/et_pb_blurb][\/et_pb_column][et_pb_column type=”2_5″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/expression-digitale.com\/wp-content\/uploads\/2024\/10\/WebvsRedactionTraditionnelle5-expression-digitale.png” alt=”Web vs Redaction Traditionnelle – Expression Digitale” title_text=”Web vs Redaction Traditionnelle – Expression Digitale” _builder_version=”4.27.2″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,2_3″ _builder_version=”4.22.2″ custom_margin=”||||false|false” custom_padding=”||||false|false” border_color_all=”#f5f5f5″ locked=”off” global_colors_info=”{}”][et_pb_column type=”1_3″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_image src=”https:\/\/expression-digitale.com\/wp-content\/uploads\/2024\/10\/WebvsRedactionTraditionnelle6-expression-digitale.png” alt=”Web vs Redaction Traditionnelle – Expression Digitale” title_text=”Web vs Redaction Traditionnelle – Expression Digitale” align=”center” _builder_version=”4.27.2″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”2_3″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_blurb title=”Engagement: from passive reading to active interaction” _builder_version=”4.27.2″ header_level=”h5″ header_font=”|700|||||||” header_font_size=”20px” header_line_height=”1.2em” body_font=”||||||||” body_font_size=”14px” body_line_height=”2em” custom_margin=”||10px|” global_colors_info=”{}”]<\/p>\n In traditional writing, reading is often passive. You read an article, and that’s it. <\/p>\n On the web, everything is done to encourage interaction<\/strong>. Readers can comment, share, click on links, or interact with call-to-action (CTA) buttons. This interactive dimension is essential to keep readers engaged and encourage them to take action, whether that’s signing up for a newsletter or buying a product. <\/p>\n [\/et_pb_blurb][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”About Us” _builder_version=”4.16″ locked=”off” global_colors_info=”{}”][et_pb_row column_structure=”2_3,1_3″ custom_padding_last_edited=”off|desktop” _builder_version=”4.16″ custom_padding=”27px|0px|0|0px|false|false” custom_padding_tablet=”|0px||0px||true” global_colors_info=”{}”][et_pb_column type=”2_3″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.22.2″ text_font=”||||||||” text_line_height=”2em” header_font=”|700|||||||” header_font_size=”50px” header_2_font=”|700|||||||” header_2_font_size=”50px” header_2_line_height=”1.4em” header_6_font=”|700||on|||||” header_6_font_size=”16px” header_6_letter_spacing=”5px” header_6_line_height=”1.8em” max_width=”700px” module_alignment=”center” header_font_size_tablet=”35px” header_font_size_phone=”25px” header_font_size_last_edited=”on|desktop” header_2_font_size_tablet=”35px” header_2_font_size_phone=”25px” header_2_font_size_last_edited=”on|desktop” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”2_3,1_3″ custom_padding_last_edited=”off|desktop” _builder_version=”4.16″ custom_padding=”27px|0|27px|0px|false|false” custom_padding_tablet=”|0px||0px||true” global_colors_info=”{}”][et_pb_column type=”2_3″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.27.2″ text_font=”||||||||” text_line_height=”2em” header_font=”||||||||” header_2_font=”Raleway|700|||||||” header_2_font_size=”50px” header_2_line_height=”1.4em” header_6_font=”Raleway|700||on|||||” header_6_font_size=”16px” header_6_letter_spacing=”5px” header_6_line_height=”1.8em” max_width=”700px” module_alignment=”center” header_2_font_size_tablet=”35px” header_2_font_size_phone=”25px” header_2_font_size_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n Basically, web copywriting and traditional copywriting don’t play by the same rules. The former must be more direct, concise and interactive, while respecting technical imperatives such as SEO. The latter, on the other hand, can afford to be more thorough and formal. But if you want to succeed online, it’s essential to master web copywriting and its specificities, without losing sight of the essential: bringing value to your readers.<\/strong> <\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.24.2″ _module_preset=”default” background_color=”#1f1f1f” custom_padding=”80px||80px||false|false” locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.22.2″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.24.2″ _module_preset=”default” text_font=”|300|||||||” header_2_font=”|300|||||||” header_2_font_size=”37px” header_2_line_height=”1.2em” text_font_size_tablet=”” text_font_size_phone=”12px” text_font_size_last_edited=”on|phone” header_2_font_size_tablet=”37px” header_2_font_size_phone=”22px” header_2_font_size_last_edited=”on|tablet” global_colors_info=”{}”]<\/p>\n Find out more about the service we offer:<\/span><\/p>\n [\/et_pb_text][et_pb_button button_url=”@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjI4ODc5In19@” button_text=”Editorial” button_alignment=”center” _builder_version=”4.27.2″ _dynamic_attributes=”button_url” _module_preset=”default” custom_button=”on” button_text_size=”14px” button_text_color=”#FFFFFF” button_border_width=”0px” button_border_color=”#FFFFFF” button_border_radius=”0px” button_font=”|700|||||||” button_icon=”||fa||900″ button_icon_color=”#000000″ custom_margin=”50px||0px||false|false” custom_padding=”6px|0px|6px|0px|false|false” box_shadow_style=”preset4″ box_shadow_horizontal=”0px” box_shadow_vertical=”1px” box_shadow_color=”#FFFFFF” locked=”off” global_colors_info=”{}”][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.24.2″ _module_preset=”default” global_colors_info=”{}”][et_pb_row _builder_version=”4.24.2″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.24.2″ _module_preset=”default” global_colors_info=”{}”][et_pb_button button_url=”@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjMwMTQ5In19@” button_text=”Back” button_alignment=”center” _builder_version=”4.22.2″ _dynamic_attributes=”button_url” _module_preset=”default” custom_button=”on” button_text_size=”14px” button_text_color=”#000000″ button_bg_color=”#FFFFFF” button_border_width=”0px” button_border_radius=”0px” button_font=”|700|||||||” button_icon=”||fa||900″ button_icon_color=”#000000″ custom_margin=”50px||0px||false|false” custom_padding=”6px|0px|6px|0px|false|false” box_shadow_style=”preset4″ box_shadow_horizontal=”0px” box_shadow_vertical=”1px” box_shadow_color=”#000000″ locked=”off” global_colors_info=”{}”][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" If you’ve ever written for a magazine or newspaper, you know that traditional copywriting and web copywriting are two very different worlds. And yet, at their core, they share the same objective… <\/p>\n","protected":false},"author":1,"featured_media":32898,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[42],"tags":[],"class_list":["post-32887","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-editorial"],"aioseo_notices":[],"jetpack_featured_media_url":"https:\/\/expression-digitale.com\/wp-content\/uploads\/2024\/10\/Redaction-WebvsRedactionTraditionnelle-expression-digitale.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/expression-digitale.com\/en\/wp-json\/wp\/v2\/posts\/32887","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/expression-digitale.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/expression-digitale.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/expression-digitale.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/expression-digitale.com\/en\/wp-json\/wp\/v2\/comments?post=32887"}],"version-history":[{"count":5,"href":"https:\/\/expression-digitale.com\/en\/wp-json\/wp\/v2\/posts\/32887\/revisions"}],"predecessor-version":[{"id":32927,"href":"https:\/\/expression-digitale.com\/en\/wp-json\/wp\/v2\/posts\/32887\/revisions\/32927"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/expression-digitale.com\/en\/wp-json\/wp\/v2\/media\/32898"}],"wp:attachment":[{"href":"https:\/\/expression-digitale.com\/en\/wp-json\/wp\/v2\/media?parent=32887"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/expression-digitale.com\/en\/wp-json\/wp\/v2\/categories?post=32887"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/expression-digitale.com\/en\/wp-json\/wp\/v2\/tags?post=32887"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n
Conclusion<\/h2>\n
Need advice for your website?<\/span><\/h2>\n