Copywriting and content strategy
A typical website visitor spends about 15 seconds on an average page1.
If they've got a reading speed of 250 words per minute, they're reading at most about 60 or 70 words (assuming they are actually reading and not just glancing at a picture). Sixty words: that's the word count of this page so far…
Don't create average web pages.
Techniques exist for encouraging people to read your whole message. It's partly about packing a lot of meaning into a few words so that much can be read in a short time. And it's partly about making your content engaging so that people will want to read it more fully even if it takes a bit of time.
A content strategist will tell you that content strategy is not just a fancy term for copywriting. This is true. They're not the same thing. Content strategy is about the ongoing process of planning and creating useful content. Content strategy is concerned with gaining a clear understanding of your audience and purpose. Copywriting is the art and science of finding the right words for a defined audience and purpose. The two disciplines go together and it can make good sense to have one person wearing two hats: a strategist's and a copywriter's.
Digital copywriting services
I can rework your existing content or start with a blank page and create effective finished content that's fit for purpose in terms of:
- Audience and purpose – content that is purpose-driven
- Reader focus – words geared to the task you want your reader to accomplish
- Language and wording – just simple and concise enough
- Attention to detail – consistency in spelling, punctuation, capitalisation etc.
- Structure – using web-optimised layout for easy online reading
- Findability – keywords naturally crafted in to the copy to help search engines and human beings alike
I'll start by asking you some questions to understand what you'd like to achieve: who it's for, what it's for. I'll review your existing content to assess whether we're looking at a light rewrite of existing web content, writing new content from documented sources, or writing new content from scratch. If you don't have a clear purpose for your website, or if you have clear purpose but you don't have source material or don't have a clear plan, then you might want to take a step back and consider using our consulting services.
Once you're happy that I've got a clear picture of your needs I'll come up with a copywriting proposal for you. When work begins I'll usually start with a small sample, ask for your feedback, introduce any necessary changes, and make sure you're happy with it before I get to work on the rest of the content.