The Formulas Freelance Copywriters Employ When Creating Web Copy

Strategic Copywriting: So Much More Than Text Optimization
So Much More than Text Optimization

Because web copy is so important for achieving the results you want and expect from your website - and because so much stress is now placed on the use of WORDS by SEO companies - we want to explain .....

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'

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Who is targeted'

How does the client want their web content to reflect their goals'

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What is the number of pages of the site'

What is the site's current conversion ratio'

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What have site owners done in the past to change this'

What are the conversion ratio targets'

Is the corporate identity still in tact'

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You have permission to publish this article free of charge, as long as the resource box is included with the article. If you do run my article, a courtesy reply to sean@bizmanualz.com would be greatly appreciated. This .....

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.

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It's my dad's fault I've spent more money on notebooks than I've earned from
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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:

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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

Article Writing For Fame And Fortune
How would you like to have your name and web address spread all over the internet'

How would you like to have your web site move up to the first few pages on the major search engines'

Actually, it's not as .....

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 ......

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