What is it exactly that copywriters DO when they produce new text for a site makeover? You often see 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 process. What are tricks of 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 answers to at least these questions before he can meaningfully go to town on your content;
What is site’s line of business?
Who is targeted?
How does client want their web content to reflect their goals?
What is number of pages of site?
What is site’s current conversion ratio?
What have site owners done in past to change this?
What are conversion ratio targets?
Is corporate identity still in tact?
What is identity now and what are reasons for 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 ’vital communication factors’ of a website. The main points of sale of a business website. Or general idea behind a general interest website. Or 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 skeleton of links and click throughs, or navigational path. Weaving text into navigation is next stage. I tend to assign some weightings to all internal hyperlinks, which mirror their importance to website’s vital points before I write text.