Website Copywriting

Writing website copy is the task most likely to hold up the launch of any new or re-designed website.

Why? Because it’s hard and it’s overwhelming! Anyone trying to approach the task asks themselves, “Where do I start? What should I say? What are we selling? Who are we selling it to? ...” Then they decide to do something else that doesn't give them a panic attack.

At the eMarketing Strategist, our experience has shown us that clients have common reasons why they don’t get their website copy done.

Here are some points any website owner needs to consider:

• Where do I start? At first glance, writing a website can seem like untying a ten pound knot of yarn. You try to write one page but realize you need to finish another before you can finish the page you’re working on. You start on that other page but realize you need to finish writing something else before you can finish that page.
• Who am I talking to and what do they want to hear? Usually, website writers try to jump in without doing their research first. The most important thing you can do to write compelling website copy is to figure out EXACTLY who you are talking to and what they want to hear. If you have one target market, this is easy but most businesses have many target markets who look for information in different ways. A successful website figures out not only who they are talking to but also how their target markets search for information and what their target markets want to hear. Then they subtly work this into their copy to reach as many people as possible in as few words as possible.
• Search Engines vs. Clients - There are multiple goals for web copy. On one hand, you need to give the search engines what they are looking for so your website will rank well and customers find you. On the other hand, your web copy needs to give the visitor what they are looking for so it makes the sale. At times, trying to make the search engines happy and make your potential clients happy can seem work in opposite directions.
• Making the Abstract Concrete - Most service based businesses face a challenge they don't even see coming. They love what they do and can talk ad infinitum about how they do it. Your clients don't really care how you do what you do. They just want to know that you can get them results. Do you know how to translate your theories into results your prospects want to hear about? If not, you're in good company. The ability to do this WILL separate you from your competition.

Many business owners assume their web designer can help them write website copy. However, most graphic designers expect you to provide your final copy to them. At the eMarketing Strategist, we walk with you through the challenges and thorny terrain of writing your website copy. We have developed a process that accommodates each client based on their comfort level with writing, their time constraints and their budget constraints.

The eMarketing Strategist has developed a system that makes it easy to get started by giving you tightly focused writing topics. Before we write any website copy, we work with you to clearly define who your target markets are and how they are likely to look for information on your website. We then use that information to determine the structure of your site and what voice to use when speaking to your target markets.