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.

"We don't have any competition. We're a truly a one-of-a-kind company." I've heard that line from clients for years. I wish it were true, but it's simply not. In fact, it wouldn’t matter if you held a monopoly on your particular product or service; you'd still have competition. How? Because your competition doesn't come from a singular source.

There may be no other businesses that sell product or service you sell, but you still have competition. Once that's understood you have a greater advantage when it comes to copywriting. You can recognize other options your customers have before them and can position yourself as only logical choice.

Know Who Your Competition Is

Competition comes from a variety of sources. Yes, there are those who sell same things you sell, but there competition comes in other forms, too.

The Same But Different

Charitable organizations are a good example of "same but different." Your group may be only one raising funds to save purple spotted toad of northern Antarctica but that doesn't mean you'll receive a flood of contributions from everyone you call. Why? Because there are a million and a half other charitable organizations out there all vying for same money from same people.

None of these other groups is trying to raise funds to save purple spotted toad of northern Antarctica, but they are trying to get individuals to donate to their causes. That makes them all your competition.

How do you get around this problem? Assuming your traffic generating efforts or your mailing list is highly targeted, you'll want to make a strong case for this little toad. In your copy, let readers know why purple spotted toad is important to environment (he's only toad in existence that carries antibodies that can cure cancer). Tell them why world would be a much sadder place without our bouncing little friend. (In addition to being only purple toad in world, this guy is only food frosty wilder beast will eat so he's vital to food chain).

Just like with any other type of copywriting, list benefits of purple spotted toad. Why is he important to nature, how will ecology suffer with his demise and what will happen to rest of Antarctica if he becomes extinct? All of these are vital to convincing your audience that they should favor you with their contributions instead of some other organization.

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