“Great copy can save bad design but
great design can’t save bad copy.”
–someone really smart
The #1 reason, by far, that website projects go sideways is CONTENT. More to the point, there are two ways content can sabotage an otherwise great website:
- The business owner dismissed the effort that goes into writing strong content and when faced with actually doing it, finds it a painful process that gets drawn out for months…delaying the project, zapping all the fun out of the project.
- The business owner gives us “garbage” because they don’t know any better. As the saying goes, “garbage in, garbage out”. There are a lot of “pretty” websites with terrible copy. The messaging on your website is the most important factor when it comes to getting a visitor to go from “just looking” to acting.
Either case isn’t good and the effectiveness of the website suffers greatly. Fortunately, whether you’re wanting to Do-It-Yourself or have us do it, there are practical solutions.
Your Grade 12 Teacher May Not Approve, But
Your Accountant Will Give You Top Marks
Forget what you learned as “proper” English in school; marketing writing is its own beast. Writing for persuasion follows different rules. We might have one word paragraphs. Use contractions. And start sentences with the word “and”. It isn’t because we can’t write a formal paragraph with an introduction, supporting sentences and a conclusion. It’s because we don’t care about grammar marks. We write for one reason: to get our readers to act—actions like clicking on the “buy now” button, opting-in to download a Special Report, picking-up the phone to call and booking a free strategy session (see below to sign up for your free strategy session!). We who write marketing copy don’t grade our work on grammar, we grade our writing on results.
Even With Years of Study And Training,
You May Still Be the Right Tool For the Job
I’ve got decades into studying and writing direct response copy. I’ve studied such direct response copywriting legends as Dan Kennedy, John Carlton, Dan Gallapoo (Doberman Dan) and Gary Halbert. I’ve learned how to use hypnotic language patterns from my NLP studies. I’ve authored two books. And written countless blog articles and copy for websites…
With all that study and training I’ve done, the truth is that you may still be the best person to write the content. In fact, it’s often preferable. You know your industry and Clients best. With some coaching (which we’re happy to provide in our projects) you may be the perfect one to write the content. Writing conversationally—as if you’re talking to an actual Client—will carry you a lot of the way there. Mix that with some structure and the ability edit your words and you can probably do just fine.
If that doesn’t work for you, no worries…we’re here to help.
We Can Support Your DIY Copywriting Or
Do The Heavy Lifting For You
If you need some coaching on how and what to write, we’re here. If you need us to take the whole content writing off your plate and silver platter it for you, we’re here.
There are 3 types of writing that we mostly do:
- Web pages (service, product, about pages).
- Blog Articles.
- Landing Pages/Sales Pages. (Advanced). These are pages where conversion is job #1 and these are the kinds of writing projects that I typically handle personally.
SEO Copy. Commonly, the copywriting we do—especially blog articles—is done with the purpose of Search Engine Optimization (SEO) in mind. Writing copy that is written in your “voice” and that appeals to both your target market and the Search Engines can be a delicate balance and is one we’re used to.
To write regular content, we typically:
- Scope out the work: approximately how many words, the purpose of the page/article, the complexity of the subject matter (are we already familiar with the material or are we doing to have a steep learning curve?)
- Interview you to understand your “voice”, your market, the details of what we’re writing including what action or understanding we want the reader to get from the page.
- We may do additional research to understand what we’re writing about better.
- Create a draft for you to review. Depending on the job, this draft may be really rough or nearly ready-to-go.
- On approval, publish your content.
If you’d like help with your website copywriting,
whether as a one-off project or ongoing help with blogging, give us a call so we can talk about your requirements.
Call us for copywriting help: 866-797-7155
Frequently Asked Questions
- How much does it cost? That’s a tough question to answer generically. I’ll do my best to give a rough guide:
- straight forward content like a blog article prices may range between $150 and $300.
- landing page where conversion is a critical factor, prices may range between $300 and $1000.
- product/service page, prices may range between $200 and $500.
If you’re seriously considering getting your content professionally written, then your best bet is to give us a call and we’ll work out a specific estimate for you. We’ll do our best to give you the best value for your budget.
- How do you make it sound like me? Before we start a copywriting assignment, we talk with you to get to know your “voice”. Together, we work on developing a tone, writing style and vocabulary that represents you. Plus, you can always edit what we give you to give it that final “polish of authenticity”.