As the use of websites and electronic transactions grows, business owners and marketing managers realise that good web text is just as important as good design. With the increasing importance of search engine prominence, the role of online copy has never been more crucial than it is now.
In this relatively new industry, customers are still learning out what they can expect from their website copywriter. “How do I know I’ll get what I pay for?” is a concern shared by many people.
Before engaging a website author for your next project, ask them if they can provide you with the following ten essentials…
1) Fixed Quote
Many website copywriters may tell you that they only charge per hour. They’ll state things like shifting requirements, rapidly changing technologies, greater incentive, the risk of client indecision, and a plethora of other things prevent them from providing a solid quote. However, don’t be fooled. You have a right to know the cost of the job. If a website author refuses to provide you with a fixed quote, think again…
2) Contract of Works to be Completed
A signed contract is just as important as a written estimate. Even if it is not drawn up by a lawyer, a written and signed agreement stating the work to be done and the cost of those works is essential. You should investigate whether a website copywriter refuses to submit a formal, itemised quote with an estimated word count.
3) Timeframe
Always ask how long your project will take. You know how time-consuming it may be to write your own web text if you’ve tried it before. Never expect a project to be done in a single day. Although a professional website copywriter will be more efficient in creating your content, a quality product requires time regardless of who is writing it. Remember that you’ll need to check and provide feedback on whatever they write in addition to writing time. The review process takes the most time in many circumstances, so make sure you schedule time for it, otherwise you’ll become the bottleneck!
4) Plan of Attack
From them, try to get a sense of how your website copywriter plans to approach your project. Don’t be fooled into believing that you must pay them money before they reveal their plan. Before you hire someone, you have the right to feel comfortable with their approach. Will you receive individual draughts for each page or a single draught for the entire website? In what format will the final product be presented? How many different review versions are they planning?
5) Samples
Many ambitious web service providers of all kinds now refer to themselves as writers. Even though they market copywriting as a speciality service, they don’t engage a copywriter to execute the work. Request to see samples of prior work at all times. After you’ve read it carefully, ask yourself, “Does this copy offer any benefits?” Assume you’re the intended audience and ask, “Does this copy answer the questions I need answered before I buy?”
The majority of copywriters’ websites will provide you with a high-level summary of their business and services. Some companies even provide free samples. However, just a few provide a professional biography of their authors. If you don’t feel comfortable depending just on their website for information, get a copy of their curriculum vitae. You’re looking for someone with a professional writing background and, ideally, some tertiary education in the field.
7) Testimonials
Perhaps the strongest sign of a website copywriter’s ability is customer satisfaction. Don’t be hesitant to ask for testimonials from customers. A good website copywriter will be happy of their testimonials and would gladly give them to you without even asking. Look for testimonials from companies you’ve done business with before and/or can verify. Anyone can have their great-aunt give them a letter of recommendation. Some individuals will even write their own screenplays. If you really want to be sure, ask for the customer’s phone number so you may call them and acquire the information directly from them.
8) SEO Copy Skills
Because search engines account for more than 80% of all web traffic, your website copywriter must have experience writing SEO content. Inquire about their entire SEO copywriting strategy. Is it common for them to undertake their own keyword research? How can they know if they’ve used the appropriate number of keywords in the appropriate places? Can they provide you with a link to a high-ranking website where they wrote the copy? What steps do they take to ensure that the power of your main keyword phrases isn’t diluted? Will the SEO copy on your pages affect the text links on your pages? (It should!)
9) SEO Copy at No Extra Charge!
Don’t be fooled into believing that spending more money on SEO copy is a smart idea. Crafting the copy shouldn’t take long if you’ve already done your keyword research and know where you want your keyword phrases to appear. I’ll say it one more time… SEO text isn’t a gimmick; it’s how all web copy should be written. It is not necessary to pay more for it! The only things you should anticipate to spend extra for are keyword analysis, HTML code for unmarked text links, site structure aid, sourcing inbound links to your site, and so on. In and of itself, SEO text should not be costly.
10) Writing Experience for Online Media
Writing on the internet differs from writing for print. Readers’ needs and objectives differ, as do their reading surroundings. Ascertain that your website copywriter is familiar with these variables. Inquire with them about the maximum page length or word count per page. A explanation of the trade-off between scrolling concerns and the necessity for a high keyword count for SEO purposes should be included in the right response. Inquire about their preference for long or short terms (hoping to hear “short”). Inquire if they want to include a large number of text links in the main body of the work, and if so, if they will be designated as regular links (coloured and underlined) or unmarked.
Professionally written material can make the difference between a visually appealing site and one that generates revenue.
