Writing for the Web
Does this sound familiar?
Your business needs a website. You hire a web designer to build your site. They ask you about your color scheme, how many pages you want, what logos, graphics and photos you want to use, and other aspects of layout and design. Then the designer asks you for the content (the text for your site). But what do you know about writing for the web?
You’re not really a writer, so you gather your company brochures, product sheets and employee bios and anything else you can find that will help you tell your story online. The designer enters it in, maybe creates a contact form, and you’re good to go. A few months and a few thousand dollars later, your site looks great! Your site launches.
And then… nothing happens.
Your site doesn’t show up in the search engines. Your customers can’t find you online. Or, if they do manage to make their way to your site, they click on a page or two, and leave without doing anything. They don’t come back, because you haven’t given them any reason to.
Yes, your site looks great. But that’s not what you paid good money for.
You wanted a site that would…
- Attract traffic from Google searches
- Convert visitors to qualified leads
- Increase in-store traffic
- Convert prospects into customers
- And, build customer loyalty
Now, I’m not saying you shouldn’t hire a web designer. You should, if you want a custom-designed website that truly reflects your business. What I am saying, is that you might not want to start there.
Why? Because most web design firms or web developers focus on the visual and technical aspects of your site. And, unless you hire a full-service agency with copywriters on staff, your web designer will probably look to you to provide the content, or words, for your website.
Why your content didn’t convert
And, in order to have a website that ranks well in search engines, drives traffic to your website, and converts that traffic into paying customers, you need to know…
- How to research, discover, and select keywords
- How to write persuasive helpful copy
- How to write the above using search engine optimization (SEO) best practices
- How many words should be on each page
- That you need words on each page (not just images)
- Where to place the text for optimal eye-tracking
- How to keep the visitor moving through the pages
- Where linking is important
- Where linking is counterproductive
- How to write title tags for SEO and grabbing attention
- How to write description tags for click-throughs to your website
All of the above, and more, is critical to building an effective website.
It’s not your fault that your great looking website isn’t performing. You have more important things to focus on in your business. You don’t have time to be a web expert.
The good news is that it’s never too late to improve your existing website, especially if the underlying design and navigation is good.
And, if you’re reading this because you don’t yet have a website…even better. This is exactly the place you want to start.
What you need in either case is to find someone skilled at web content development and copywriting for SEO. (By the way, you won’t get that with $10 per page content writers.)
So, if you’re a small business owner with an underperforming website, where do you start? (If you don’t have a website yet, you’ll want to skip ahead to Step 2.)
Step 1 –Get a Web Audit
A thorough website audit can help you pinpoint your site’s problem areas. And it will tell you where simple tweaks can be performed, and which areas will require more work.
My comprehensive Website Audit will help you discover how your website performs in…
- SEO / Organic Search
- Quality of Page Content
- Navigation Usability
- Trust Issues
- Social Media
- Capturing Leads
- And More!
All of this will be written up in a report and presented to you within 10 business days. Once you get your written Website Audit Report, you will have an excellent road map to help you move forward with improving your website, whether you choose to hire me as your content writer, or make the changes yourself.
Ready for a complete website review? Click the button below to contact me…
Step 2 – Develop your website content strategy
Once you have completed your website review, your next step is to carefully plan your website content strategy. (This is also the place you’ll start if you don’t already have a website.)
When planning the content for your website, there are two main areas you need to cover:
- Your web pages should attract prospective customers via search engines (free traffic).
- Your web pages should “convert” … that is get your prospective customer to take a next step, e.g. sign up for a newsletter, order a product, pick up the phone, go to your store, etc.
Developing a content strategy can be a lengthy process, and not one you should quickly gloss over. I won’t go into all of the details here, but it begins with studying your target audience, followed by developing your USP (unique selling proposition). Keyword research also plays a key role in this process.
Now, if you’re a do-it-yourselfer, there are numerous articles and training videos out there that can walk you through the many stages of content planning. However, if you would like my help, we’ll need to set aside some time to meet (via phone or Skype) so that I can get familiar with your business.
Before our meeting, I’ll provide you with a questionnaire that we will go through during our call. Once I’ve collected all the information I need, I’ll conduct further research of my own, getting to know your target audience and your competition, as well as uncovering the keywords we will target when writing your content.
From there, I will create a creative brief that you will use as a guide for writing every word of your website content – from attention-grabbing headlines to compelling calls to action. If you decide not to hire me as your copywriter, this document will be extremely valuable to you in writing your own website copy, as well as other marketing materials you might develop down the road. Whoever you hire to do your writing (or even if you decide to do it yourself) this creative brief will serve as your content bible.
The cost of planning your content strategy ranges between $1,500 – $2,500, depending on the size and complexity of your business, product and/or service. You will receive your creative brief – a document that will serve you well for all of your website and marketing writing needs for quite some time – within three weeks of or initial meeting (15 business days).
Ready to start planning a website that works? Click the button below to contact me…
Step 3 – Website Project Management
Once you have a creative brief in hand, you’re ready to start writing web content that it attracts visitors from Google, and converts visitors to paying customers. You can certainly manage this process on your own, but having a good project manager can make it much easier.
My website project management services will help you get an effective website and reduce the stress and hassle of having to figure out…
- What is your message?
- Who is your target audience? For each page?
- What makes you better?
- Will you incorporate Social Media?
- Will you blog?
- Will you have an email signup form?
- Will you have a linking strategy?
- Who will collect testimonials?
- Will there be videos?
- Do you need a new web developer?
- Who will select the developer?
- Do you need a graphic designer?
- Do you need a content writer?
- Do you need an SEO specialist?
- Do you need help planning the architecture / navigation?
- Should you sign up for analytics tracking?
- How will you research, discover, and select keywords for content?
- Will your site be easy to use?
- Do you know the best way to format text for the screen?
- Features of products / services.
- Benefits of products / services.
- And more!
I can assist you with all of the above. In most cases, I can do the actual work. In others, I can recommend vendors who can. Or, I can work with the vendors you prefer. What matters, is that I can help you get your website up and working for you in a timely fashion with the least amount of hassle.
I can’t quote you a price (or a timeframe) here, because the cost to you is entirely dependent on the services you require. Because building (or rebuilding) a website can be a longer process, spanning several weeks or months, we will most likely work with an hourly rate, which I will bill to you bi-weekly. This allows you to spread out the cost over time, and avoid the sticker shock that comes with a large website development project. During our initial meeting, we will discuss your needs and develop a plan that fits your budget. You needn’t worry, because I work fast, and I’m always happy to agree on a time cap, so that my time in never exceeds your budget.
Let’s work together to get your website working for you. Click the button below to contact me…
Step 4 – Search Engine Optimization to get your business found online
If the main problem with your site is that you aren’t showing up in Google search, bad SEO could be to blame. If you’ve undergone a website review, you’ll already know if this is a problem for your site. Thankfully, it can be fixed with keyword research and revamped content, often without any changes to site design – good news if you’ve already spent a good chunk of change on a website designer.
If you are in need of some good SEO, here’s what I can do for you…
- Keyword Research
- Keyword Strategy
- SEO Copywriting
- Title Tag Writing
- Description Tag Writing
- Alt Tag Writing
- In-Bound Linking Strategies
- External Linking Strategies
- Coaching for Content Staff
Like project management, the cost for SEO depends on exactly what services you need. All of this is something we can figure out together during our initial meeting by phone or Skype.
Want to get your website found online? Click the button below to contact me…
ABOUT KATIE DAGGETT – KD COPY & CONTENT
Since 1995, Katie has worked as a professional copywriter in the advertising agency trenches. Her work has taken her from a small, boutique marketing firm in Arizona, to larger, full-service marketing agencies in the Midwest. Since 2010, she has worked as an independent copy and content writer in Fort Collins, Colorado. She works with clients throughout Colorado and across the country. Her mission is to save business owners from throwing away money on beautifully designed sites that don’t get results.