Text is everywhere. It’s in books and magazines, on packages and labels, in your mailbox, and on the web. And somebody has to write all that text. In the marketing industry, the word copy refers to written content that is designed to compel people to take some kind of action: order a product, buy a service, or become a member. You’ll find this copy in brochures, e-mail marketing campaigns, websites and blogs, press releases, even social media. So, why should copywriting matter to small business owners?
Hiring a website copywriter.Hiring a website copywriter.Small business owners understand that in today’s market, a website is essential. Your business website is your online headquarters, a place where you can promote your wares, connect with customers, and provide information and special offers that enhance your brand. Most small business owners also understand that in consumers’ minds, the text on a website speaks to its quality and professionalism. Content that is peppered with typos or bad grammar looks sloppy. Language that is convoluted and fraught with industry jargon is confusing. Bad copy drives customers away. That’s why hiring a professional website Read More
I’ve already touched on the basics of website copywriting. Now I’d like to present a more elaborate explanation of exactly what website copywriting entails. Why should I do such a thing? For starters, I think it’s only fair that my clients understand what I do for them, what they’re paying me for, and how I handle their projects. Also, I’m discomforted by the idea that some small businesses are paying for website copy that’s thrown together in a matter of minutes. That gives me the shudders. If you hire someone to write your copy and pay a fair rate, you Read More
A few months ago I launched a quest to find a new dentist, and it was not an easy task. My last dentist, while trying to poke around inside my mouth, informed his assistant that I was a hypersensitive patient (and sent her off to fetch the nitrous oxide). I’m sure that had something to do with the fact that I was maniacally clutching the armrest while burrowing my head into the dental chair. Oh yeah, and my mouth kept closing all by itself every time he lunged at me with a sharp instrument. A few dental procedures gone wrong Read More
Recently, I was discussing website copywriting with a colleague. When I mentioned that I usually spend about three hours writing a home page, he seemed stunned. He told me that it usually takes him about half an hour to write a home page. On a good day, twenty minutes. Interestingly, our rates were pretty much the same. The whole conversation got me thinking: Do you really want your entire business represented by something that took all of twenty minutes to write? That’s not a whole lot of time to invest in a home page, which is basically your core marketing Read More
You can write your own home page. After all, how hard could it be? You can also hire a website copywriter like me to write it for you. Either way, you should know exactly what goes into crafting a home page that is purposeful and effective. Think for a moment about the role your website plays in contributing to the success of your business. Think about how your site works toward helping you achieve your goals. Your home page is your store front, your magazine cover, business card, brochure, and television commercial all rolled into one. It is your number Read More