Email Content vs Website Content

Dear Author,

The content that you write in your emails is not the same as the content that you write on your website.

There are many aspects that are the same but some actually function a bit different.

In this post, I am going to share with you the basics of each item and compare them.  Please understand that while I could go deep on each aspect and write a whole post about it, I won’t do that at this time.


Comparing email content with website content

Both the content in your emails and the content on your site needs to be directed to your targeted audience.

The content on your site is directed to your audience as a whole whereas your emails are directed to them individually.  So when creating your content for either, keep that in mind.

Another thing to remember is that there are several different types of emails and different types of content pages.  The purpose of each page/email needs to be determined in the drafting stage of each.



Let’s start with


Keywords are essential in all aspects of having an online business.  If you want to have an online business, you have to master YOUR keywords.


Keywords are gong to have more of an impact on your website than they will in your emails.

The keywords, that you predetermine to be what each page is about, will help you rank in search engines better than if you didn’t have any at all.

Each page on your site needs to be about one thing.  In your case, it will be about one book or one book series.  That way search engines will know what that page is about.


With emails, keywords are essential only when you have the right words in your subject line.  This helps your reader to know what the email is about.


Headline/Subject Line

On your site, your headline is going to be one of first things that your reader will notice.  When your headline is formatted correctly and you use copywriting principles, your reader is persuaded to continue reading.


In emails, the very first thing your reader sees, even before they open your email, is the subject line.  If that subject line doesn’t grab their attention, then your reader may bypass your email.

But if it does get their attention, you have a second shot at convincing them to continue reading and hopefully buying.

For both, formatting your headlines needs to follow the Four U’s rule:  Urgency.  Uniqueness.  Usefulness.  Ultra-specific.  If your headline is all four of these things, you are rockin’!!!


SEO Title

Search Engine Optimization is all about keywords.  So like keywords, SEO Title tags have more of an impact on your website than in your emails.

So you need to make sure that each of your content pages has the relevant keywords for the particular page you are creating.

Having said that, you can use keywords as the connecting “thing” from your emails to your content pages.


Let me explain.

When you have an email about the new book that you have coming out, you will use the name of your book (and the name of the book series) as keywords to direct your reader to your content page.

On your content page, you will have the name of your book in the SEO Title tag and in the headline, making it very easy for the reader to know what your page is about.


Remember that each email, each content page needs to follow the “power of one”.  You need to have on main idea, one goal, one thought per email and per content page.  This is essential for search engines to know what your email or your content page is all about.


Introduction/Opening Statement

On your content page, an introduction will start the process of telling your reader what the page is about.  (This tells search engines too.)

It would have the relevant keywords in it, using ideal copywriting rules to help the reader become persuaded to buy your book.


In an email, the opening statement hooks your reader to make them want to read more of your email.

Both can be short and to the point, but each is formatted just a bit different.


Body Copy

Both emails and content pages need a chunk of text that is the body of what you are trying to do.

In pages, it can be educational or uplifting or just plain fun.

In your email, the body copy needs to hone in on the transformation that you are trying to get your reader to achieve.



You will find that you will use subheads more on content pages than in emails.  That is not to say that you won’t ever need them in your emails.

Subheads are going to be used most when you have to divide up your text into smaller chunks (for easier reading) and you need a way to make some things stand out more than others.

Don’t forget that you need to treat subheads like headlines.  Follow the Four U’s rule while using the relevant keywords.



Having other content like images, videos, music, and infographics can only help your reader to be more engaged with your site.

This can also be used in your emails.  My suggestion would be to entice them in your email and move them into your site to see the full thing.  You know, the “read more” button that sends them to your site so they can see the whole thing there.


Bullet Points

Having bullet points enables your reader to be able to scan your online content easier than reading long blocks of content.

This can also be used in your emails when you have to share the benefits of what your book can give your reader.

Either way, bullet points enable your reader to get through your content faster.

Because as we all know, time is money.  Wasting your reader’s time is not something you want to do.



Just like you have to end your story, so you have to end your online content.  This is more useful online than in your emails as it pulls the reader to the call to action.

This enables the reader to know that there is an end in sight and to not be afraid of what comes next.


And what comes next is the

Call to action button

Both your online content and your emails NEED to have a call to action. This enables you to give your reader the next step in what you are trying to do.

It could be to:

  • read an excerpt of your next book
  • sign up for your newsletter
  • download a freebie
  • start following you on social media

Whatever it is, you need to tell your reader what you would like them to do.


Social sharing buttons

Every post, every content page NEEDS to have the ability to share your stuff on social media.  You can’t rely solely on search engine traffic to bring you all of your readers.  You need the help of social media.

So making sure that each post, each page has an easy way to share, will help you get your name out there as well as your book.  Enabling you to sell more of your books.


So what can you take from all this?

Each email, each content page needs to be thought out completely, from beginning to end.  Purpose, length, topic, keywords.

Let me know if I can help.


Sign up for weekly newsletter
Get the latest tips and ideas about optimized content.
100% Privacy. We don't like spam either.