Understandably, many people feel uncertain when dealing with a freelance copywriter for the first time.
Like any art form, writing is subjective and often the best creation is simply a matter of opinion. However, copywriting has one key element that most other art forms don’t – a commercial agenda.
A copywriter’s audience is determined by the needs of their client’s business market. Although the best copywriters love to write, they don’t necessarily love to write about every subject. People who write for a living have to do so within specific guidelines outlined by their customers and its’ worth bearing in mind that some briefs are easier to be enthusiastic about than others.
Nevertheless, a good copywriter should be able to find a connection with any subject and convey passion in their final copy.
The following information should help you make the most of your copywriter:
A website copywriter needs to ensure their content is reader friendly and search engine friendly. The majority of websites rely on organic search engine traffic; therefore your website copywriter has to write for two audiences: humans and computes. This fact makes a copywriter’s job tricky because, quite often, these audiences want different things.
Let’s put this into perspective. With people, less is generally more. But with computers, more is more. People prefer information to be short, concise and to the point so the fewer words the better. Search engines, however, need a lot of words to choose from when deciding the ranking of a website’s content. A website copywriter has to strike a balance between these two audiences.
Word count is also an important factor for copywriters to consider. Humans tend not to like repeated words, whereas search engines do. Humans are able to remember an important point in an article after reading it once but search engines aren’t as smart. They need to be told again and again. This is how they figure out how relevant your site is. In order to satisfy the signposting that search engines need, copywriters usually aim for around 2-4% keyword density in their copy.
A good website is written around the benefits of its products and services. This means benefits are a website copywriter’s inspiration. Often, people confuse features with benefits. A feature is what your product or service does, whereas a benefit explains the advantage of using them.
Website copywriting is an art form with a commercial foundation. By understanding the challenges of copywriting, you’ll be able to make the most of your website copywriter.
Why not make the most of our copywriting services.
Image source – https://www.flickr.com/photos/reinis/3274182866