Writing can’t be all that difficult, can it? Little kids learn to write in kindergarten, and by the time they’ve reached third or fourth grade, they’re turning in paragraphs for grades. As they progress to high school, they’ll be expected to produce multi-page papers that include references and research, and in college, writing requirements become even more intense. So it follows that anyone who has been through the school system should be able to produce decent written copy, right? Wrong.
Online Copywriter: The Art of Writing
Because writing is an art form, it requires a fair amount of creativity as well as an understanding of the intended audience. If you want copy for your website that draws people in, captures their attention, and clinches the sale, you’ll need an online copywriter who can produce more than the generalized drivel found on many websites.
Online Copywriter: What to Look For
When you look for a copywriter to produce the content for your website, keep these three points in mind.
- Copywriting for Two Audiences Every website should have two primary audiences in mind: the human reader and the search engine. Great copywriting should cater to both audiences. The human reader wants creatively written copy that provides good information about the topic he’s researching, while the search engine wants relevant keywords that communicate what the page is about. To accomplish the first, an online copywriter will need an engaging style and competent knowledge of the subject at hand; to accomplish the second, he’ll need an understanding of search engine optimization (SEO). SEO writing incorporates keywords strategically throughout the content to attract the attention of a search engine. Avoid writing that “stuffs” keywords, since search engines can now tell when a site offers informative content and when it doesn’t.
- Speaking to the Reader When a reader lands on your web page he immediately wants an answer to the question “What’s in it for me?” Your online copywriter should provide valuable content that answers the question implicitly asked when the viewer types a phrase into a search box and lands on your site. In addition, your copy should do more than just sell; it should relate. Help the reader feel as though he’s important to you. He’ll remember your website when he’s ready to buy.
- Deeper Content It’s easy to write for the internet market. All you need is a laptop and some time, and anyone—anyone—can produce website copy. It doesn’t necessarily follow, however, that all copy will be equally effective. Don’t fall into the trap of choosing the cheapest online copywriter for your website in hopes of saving a few marketing dollars. You may save some dollars up front, but you’ll regret your decision when conversions plummet. Instead, choose a writer who displays a commitment to researching content, learning about his subject, and presenting a final product that will not only draw people to your site, but also keep them coming back for more.