| |
| |
|
Copywriting Information |
|
|
|
The Formulas Freelance Copywriters Employ When Creating Web Content
What is it exactly that copywriters DO when they produce new text for a site makeover? You often see the advertisements; a designer is looking for a freelance web writer who is going to create content around a number of keywords. There's not a lot more information about the process. What are the tricks of the trade and how do you get value for money when hiring a freelance writer? When you discuss a site makeover with a copywriter, be prepared to answer a lot of questions. Any writer needs to know the answers to at least these questions before he can meaningfully go to town on your content; What is the site's line of business? Who is targeted? How does the client want their web content to reflect their goals? What is the number of pages of the site? What is the site's current conversion ratio? What have site owners done in the past to change this? What are the conversion ratio targets? Is the corporate identity still in tact? What is the identity now and what are the reasons for the change? Most copywriters have their own style in creating creative text. But note that not every copywriter is necessarily a website copy writer. Everybody goes about content some way or another, but generally people tend to focus on a number of aspects that are wider than merely writing some text and mentioning a number of keywords. I have developed this strategy for writing successful content for my clients; I will sit down and spell out what I call the 'vital communication factors' of a website. The main points of sale of a business website. Or the general idea behind a general interest website. Or the philosophy, reason for being of an entity other than a business, general interest. It is around these vital factors, that I will begin to create the skeleton of links and click throughs, or the navigational path. Weaving the text into the navigation is the next stage. I tend to assign some weightings to all the internal hyperlinks, which mirror their importance to the website's vital points before I write the text. The hyperlinks of any website can be roughly divided in four categories with no real distinctions but which you need to employ using a rule of thumb: a) Clix generating click throughs (brand awareness)* b) Clix generating repeat visits by internal referral (e.g. bookmarks, newsletter signups, brochures); c) Clix generating traffic (agreements for inbound links, online marketing for third parties); d) Clix generating sales *Do not confuse our use of the term "click throughs" with click throughs as in the pay per click concept. Pay per click is all about inbound traffic into a site. Here, I am discussing the internal navigational path. Once I have the idea of a website's structure along these lines, I start floating into the writing stage and as I go along, I tend to keep a continuous check that the profile of the content and links actually match up with the vital points. Each website is unique of course and to categorise the links into four categories very rigidly does not make sense. For instance, a link to an article that has also been published elsewhere on the web creates both inbound traffic and repeat visit value and possibly also a click through. It makes sense to assess each link and construct content around it on using common sense. In this process, I tend to take into account a number of factors, including the navigational path, design possibilities and optimal content size. Although most sites differ, the links making up the navigational path are generally quite similar in their relation to the vital points; click throughs are generally way less closely related to a site's vital points than for instance sales clicks. Or at least when you build up your sales idea right, the ultimate click will be entirely logically connected with your business concept. As for the middle two categories, they generally are somewhere in the middle in relation to vital points too. There is not a lot else to writing good website content, apart from gloating over the results with your clients a few months later! Angelique van Engelen is a writer at http://www.contentClix.com. She works freelance and often collaborates with designers on content makeovers. You may also read her blog http://www.clixyPlays.blogspot.com which gives you a good insight into how the copywriter community at contentClix.com works.
MORE RESOURCES:
Pakistan-Based MSCopywriters Achieves Outstanding Growth as a ... - PR-Inside.com (Pressemitteilung)
Copywriting - Google News |
|
|
|
RELATED ARTICLES
Are Long Copy Salesletters Scams? A passionate debate is currently raging in the Copywriters Forum about long versus short copy. (If you haven't joined, do so. Top 10 Ways For Copywriters To Overcome Writers Block We all know that words have the power to persuade, compel and most importantly, sell.However, many have likened the process to getting the 'right words' to trying to get blood from a stone. How Cliffhanger Paragraphs Capture Readers About 50 years ago, movie serials kept theater crowds coming back week after week. Each episode ended with a "cliffhanger," a suspenseful unresolved problem. 11 Things You MUST Know Before Hiring a Copywriter! If you're considering hiring copywriting help for your next brochure, Web site, or marketing project. Congratulations! You should get great results if you hire a pro to do it right. Content is King IntroductionA pencil. Yes, a pencil. Give Me $1 And Ill Have A Powerful Marketing Weapon One of my most powerful marketing weapons costs me less than $1. I buy it once and it lasts me a lifetime. Cause and Effect "Shallow men believe in luck. Strong men believe in cause and effect. How To Find Editing Services Online Quality is what you need. What you don't have is time. Health and Fitness: A Huge Industry in Need of Writers Think about how much you read about and spend on health and fitness.Do you ever exercise? Take supplements? Go on a diet? Visit the doctor sometimes? Most of us do all four. The Secret to Drilling Down Deep in Your Target Market Here's another drill ripped out of the Field Guide for my Red Hot Copywriting Bootcamp. There are 20 drills total which take 15 minutes per day (my "recruits" get weekends off). 7 Easy Tips on How to Improve Your Sales Letter Instantly Would you like to get more sales from your online sales letter? Here are 7 easy tips that you can improve on your ad copy instantly and generate more revenue:1. Have a Strong Call to Action. Sowing the Seeds of Opportunity: How to Multiply Your Freelance (Writing) Work You can turn your $200 fee to write a press release into $2,000 to carry out an entire PR campaign simply by convincing clients to invest in campaigns, instead of individual assignments. Campaigns achieve better results and cost less in the long-term for clients, compared to individual assignments. Website Advertising: 10 Tactics To Make Your Ad Copy More Impactful If your ad is not generating a lot of sales, the reason may be because it is not effective.Here are secret website advertising tactics to make it more impactful and therefore generate more orders:1. Writing Tips for Your Website Now that your website is up and running, it's time to add content. Fresh content will make your site interesting and keep people (and search engine crawlers) coming back. Dont Be Satisfied With Your First Draft Sometimes it's a struggle to figure out what's the best thing to say. You're writing a heading, the first sentence of an email, the introduction to a newsletter, a short description on a homepage. 10 Tips for Aspiring Freelance Copywriters Every week I receive a couple of emails from people seeking advice on how to get into freelance copywriting. While there's no simple answer, and no answer which applies to everyone, there are a few tips which I believe will help most people make the move into freelance copywriting, and survive the first few months at least. How You Can Become A Freelance Business Plan Writer As with any business, becoming a freelance business plan writer can be a challenge. The first challenges involve factors such as cash flow, getting clients, and maintaining some sort of order. Is Freelance Hiring Right For You? Assume you were faced with the task of hiring a new group of talented individuals to handle a huge account you just landed. Are you up for the task? Or perhaps you have a small job that needs completing but no one on staff can handle the project. Copywriting and Your Five Senses In its most basic form, copywriting is, among other things, the art of conveying a message in writing for the purpose of persuading someone to do something. This is especially true when writing descriptive copy. How To Find A Copywriting School Have you heard the good things about the field of copywriting? If you have, then you know that a qualified copywriter is an invaluable asset to those looking for them. Becoming this asset means going to a copywriting school.
|
| home | site map |
| © 2006 |
