Writing for the Web: 5 Things Every Small-Biz Owner Needs to Know
Quality writing is vital to any Internet marketing effort. Before you try to do it yourself, however, think carefully about whether you're up to the task.
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PrintIf you're doing Internet marketing of any kind, you have two choices: produce your own copy or hire a copywriter. Here are five things you need to know to make the right decision.
1. Copywriting requires training and skill. Writing for the web has its own conventions, its own tried-and-true methods. When a visitor comes to your website, you have 10 seconds to keep them there.
That's why writers must carefully craft Web content to appeal to user behaviors. They employ techniques far different from those used to compose a business letter or a brochure.
2. SEO copywriting skills are a must. If you want your business to be visible on Google, your Web content must employ the proper SEO (search engine optimization) techniques. There are two ways to go wrong with this: the first way is to use a writer untrained in SEO copywriting; the second way is to hire a writer with out of date SEO skills.
The first way won't help your SEO at all, but the second way can actually hurt you. Content that Google rewarded in the past may now penalize you! To learn more see my post on 5 SEO Basics for Business Blogs.
3. Do-it-yourself copywriting can be far more expensive than hiring a writer. Writing always sounds easy enough -- until you have to do it. So many times, I've seen website projects delayed because the client realizes, deep into the project, that they just don't have the horsepower to produce 5 or 10 or 20 pieces of content.
Hiring a writer late in the game, or hiring one after launch, adds unnecessary cost. If the company perseveres and writes the content, the time required tends to be far more than what was expected -- time taken away from critical business activities.
4. There are many types of specialists in Web copywriting. There are technical writers, white paper writers, B2B writers, B2C writers, ad writers, blog writers, and writers who specialize in various industry niches. If you have a variety of needs, you'll need a writer who is versatile enough to handle many of these forms.
On the other hand, if your business requires very specialized knowledge, you will need someone with strong credentials in that area. When looking for a writer, make sure to describe the assignment in as much detail as possible; otherwise you may wind up hiring someone with the wrong skill sets.
5. It's not just about the writing. Copywriting involves editing, criticism, rewriting, and continual conversation. Business writers need to be good at following direction and accepting criticism. They need to communicate well and follow up promptly. The most talented writer in the world will drive you crazy if he or she is high maintenance.
If you, a business owner, take on the copywriting chores, you should appoint an editor to review your work, so communication will still come very much into play.
Brad Shorr is Director of Content and Social Media for Straight North, a Chicago web development agency. The company has a strong specialty in middle market B2B firms, with clients in businesses such as a truck tracking system company and a fire retardant clothes manufacturer. Follow Brad on Twitter.
