How to Make the Most of Your Website Copywriter
Below is a MRR and PLR article in category Writing Speaking -> subcategory Copywriting.
How to Make the Most of Your Website Copywriter
Leveraging Your Website Copywriter Effectively
Navigating the world of copywriting can often feel overwhelming. Like other art forms, writing can be subjective, leading many business owners and marketing managers to see indistinguishable shades of grey. However, copywriting stands apart due to its commercial focus.
Understanding the Commercial Reality
Copywriters create content tailored to the business market's demands. While they may enjoy writing, topics like toilet paper or real estate may not be their passion. Website copywriters, in particular, focus on achieving specific objectives within defined parameters. If you're looking for clarity, this is where you’ll find it.
Two Key Realities for Website Copywriters:
1. Balancing Reader and Search Engine Needs
A successful website must appeal to both readers and search engines. This dual focus presents challenges, as each audience has different expectations. Humans prefer concise content, while search engines value length. A website copywriter must find the right balance.
Tip: Aim for 100-300 words per page as a middle ground that satisfies both audiences.
Repetition is another consideration. Humans dislike redundancy, but search engines rely on it to gauge relevance.
Tip: Avoid minimalism, and don't overload with keywords. Aim to repeat primary keyword phrases 5-10 times per page.
Tip: Clearly define each page's objective before writing begins. This reduces revisions and improves efficiency.
2. Focusing on Benefits, Audiences, and Features
It's crucial for a copywriter to understand your products, services, and their benefits. While these might be obvious to you, they aren’t always clear to your writer. A good copywriter will extract this information, but they can’t do it alone.
Tip: Prepare a list detailing what you offer, who your target audience is, and the benefits they receive. A vague brief like "I want to increase sales" complicates the process and increases costs.
Websites succeed when centered on customer benefits. Your copywriter will frequently ask, "What benefits does this provide to your customer?" This focus will pay off in the long run.
Tip: Distinguish between features and benefits. Features are what you do; benefits are the advantages customers gain. Clarity here saves time and money, and creates a website that truly engages customers.
Conclusion
Website copywriting may be an art form, but its commercial foundation makes it accessible to anyone in business. By understanding the practical realities of copywriting, the shades of grey can become clear and defined. This understanding will enable you to fully harness the potential of your website copywriter.
You can find the original non-AI version of this article here: How to Make the Most of Your Website Copywriter.
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