As a writer by profession and passion alike, I know that knowing your audience is a cardinal rule in the practice. The explanation is simple. If I am writing for a supposedly intellectual bunch of people in the academe, I put an air of sophistication in my language. When I write for a more general audience, I intentionally make it simple and direct. It is not only a matter of preference; it is a matter of courtesy. Ultimately, it is ensuring that what I write is read, understood, and appreciated.

Writing copies for the web is slightly different and more complicated. On one hand, your copy is made available to anyone who stumbles upon it. On the other, chances are the people who will click on your link via search engine results are there for a purpose. And they are looking for something specific that led them to your site. So which school of thought do you adhere to?

Your target audience: No one or everyone?
I sometimes think that writing a copy that can be universal in terms of its target audience is the best way to go. How can it possibly fail, right? A copy that addresses a seemingly general audience is bound to catch anyone's attention after all, and it sounds to me that there is no harm in that.

This is easy to accomplish when you're the one writing the copy. All you have to do is put yourself on the shoes of a potential customer who does not have anything in mind, no specific need, no goal... nothing. I normally think of how I would feel about a copy if I have no plans of either getting the merchandise or subscribing to a service. Will I even consider it? Will I inquire further? Is it that good that I will try it out even without the initial need for it?

I think the pitfall of this view of writing copy for no particular audience is failing to zoom in on a business prospect's needs. If I don't find anything special or specific on a site, I will go somewhere else thinking: it is too broad to give me what I specifically need.

Your target audience: Someone?
This is why most web copywriters determine a particular segment of society that they aim to target. Again, as an online citizen, I stumble upon sites mostly through search engines. I look for something specific; I want a copy that especially caters to that. This gives me the assurance that I am in the right place.

It is not always clear-cut, though. Let me give you an example. For instance, let's assume I am in the business of digital frames. Clearly, this appeals to and is marketable to almost everyone. I find it difficult to single out one demographic to address when writing my copy for the web. What do I do now?

In cases like this, the rule of thumb I follow is making sure that my copy can be understood by someone as young as a 5th-grader and as old as a senior citizen. Otherwise, a potential customer who wanders into my site but fails to understand my copy is, needless to say, a loss.