Website Copywriting | Content for Biz Inc.

Company Content Reviews Emphasize Copywriting Skills

Content writing reviews from Hubspot and Mashable caught my attention this week. They both cite companies that rely on copywriting skill to achieve business objectives.

In a blog post the folks at Hubspot describe the copywriting at 10 different companies as amazing. The copy succeeds in the following ways:

– Describes how everyone feels while in the midst of whatever you offer

– Gets people to open their emails: “A few ways to …”

– Is clear, concise and crisp with a touch of whimsy

– Uses puns and stories in product descriptions to bond with buyer persona

– Says a lot with few words

– Spins customer service issues by being playful, helpful, and informative

– Crafts powerful taglines that explain the value proposition

– Strikes a balance between professionalism and humanness

– Employs data to prove a point while still telling a story

– Is humorous, timely and relevant

– Positions brand through themes and is highly personalized

Sivan Cohen reports on the Mashable blog that fewer than 21% of technology companies have a corporate blog. She cites five company blogs that work and why. A reason for each of her choices is given:

– Includes relevant tips and tricks for navigating the online world

– Offers a platform for users to tell their stories

– Connects event attendees to people behind events

– Provides unique insights

– Emphasizes creativity and fun

When skillful copywriters understand business objectives and audience interest everybody benefits.

How Website Content Writing Supports Social Engagement

Where do customers go to get information when making a purchasing decision? There are lots of ways for them to engage with a brand on social networks, but the top choice for information seekers is still the company website. In a recently released report by social marketing firm Get Satisfaction, 89.3% of potential purchasers went directly to the company website.

Website content writing positions the company or brand quickly on the Home page with a concise statement: what it does, its purpose and how the website visitor can benefit. Performance, value and social approval are important aspects of customer decision making.

SteelMaster Buildings is a good example of construction writing that supports social engagement. They are seeing success by integrating their website content with social networks and vice versa. SteelMaster manufacturers steel and pre-fabricated metal arched buildings. Here’s an example of social engagement on their Facebook page that is re-directed to the website.

Judy: Any photos of folks actually living in these steel structures?

SteelMaster Buildings: We sure do! I’ll see what I can dig up for you.

SteelMaster Buildings: Here is a link to a page on our website that shows the exteriors and interiors of our buildings used as homes.

On the website page Judy can click on links to see the company’s feature projects, home plans and step-by-step construction photos. She can also download a free Steel Homes Product Guide. From the website Judy can get a building quote or call to talk with a building specialist. She can also see photos of existing steel arched buildings in the state where she lives.

The company website affirms the value and performance of its products with stories of actual events and customer experiences. Their long history in the building industry is front and center on the Home page. Their business blog writing is done in part by a freelance writer who portrays customer stories. One gets the feeling this company is building more than metal arched structures. They are building customer satisfaction and reputation.

When website content writing reinforces social engagement on networking sites a good visitor experience occurs. Nurture those good feelings with website content writing that answers questions and builds relationships.

Do your prospects, fans and followers find the answers they need on your website?

Content is a Functional Part of Website Development

Website development teams often leave content writing up to the business owner or outsource it at the last minute. Such an oversight can postpone the project or render the site unusable. They are missing an opportunity to make the site function as the company intended – as a business tool. If payment is tied to the site going live they may also experience a delayed paycheck.

To build a truly functional website, content writing responsibilities need to be delegated early to a skilled writer who makes content a priority. Just as graphic artists make visual design a priority and programmers make code their priority, content writers delve deep into what the business objectives are for the site. Content begins a conversation between the company and site visitor. Words inform, engage, and when strategically employed, live up to the visitor’s expectation. Visitors don’t expect to be assaulted by ugly design or frustrated by features that crash or content that doesn’t answer their questions.

Keep the Project On Track

I asked some web development pros I know for their views on the content writer’s role. Here’s what Dan Halt, principal at Balta Design, a web development and design firm, has to say:

“The thing that slows us down the most is not having the content ready from the customer. Having the copy written by a content writer, instead of the customer, usually speeds up the process. One of the most beneficial things someone can get from a content writer is their content will be written with SEO in mind. Most business owners don’t have the time to write the content for their site (or at least the quality time it takes). That’s why it’s better to hire a professional, in my opinion.”

Kay Wharton, owner of Wharton Graphics, shared similar ideas. She said, “I prefer at least rough content (headlines and estimate of copy to come) before design begins. I can greek in text, but if I could have all the copy that’s even better. I want the content writer to understand some editing may be necessary to make the copy fit the design. There may need to be a little back and forth during the process.”

Bring in a content writer early for web development projects. The site will likely be completed on time, function well, and meet your business objectives. Companies reap rewards when content writing is prioritized as a functional part of website development.

Website Copywriting Services Rescue Overworked B2B Marketing Managers

Your boss expects you to do everything: manage social media, write advertising copy and blog posts, put together the email newsletter, get a press release out, and help write proposals. Last but not least on your list is writing new copy for the website.

It’s hard. Between meetings, emails and pressing deadlines, website copy can get pushed to the bottom of your to-do list. It’s no surprise. Copywriting requires concentration and uninterrupted time. You need time to research, formulate thoughts, write, edit and refine. You know the copy needs to be optimized for the web. That means delving into hundreds of potential keywords before you can even get started.

Should you hire a website copywriting service? Maybe you are afraid it would be more trouble than it’s worth. Perhaps you had a bad experience once. Maybe you don’t know anyone. It takes work to find someone. Maybe you are afraid of what your boss will think? Or afraid to admit you don’t know everything there is to know about website copywriting? So you keep on doing what you’re doing … putting out fires while your website stays stuck in the past.

The importance of search to B2B marketers can’t be overestimated. According to Marketo, “93% of B2B buyers begin their buying process using Internet search.” Your website copy is simply too important to not hire a professional website copywriting service. Things have probably changed considerably since the last time you revised the copy for your website. Competition has increased and marketers are getting more aggressive with their online initiatives.

Some website copywriters will churn out copy without a comprehensive plan for using keywords. If that’s what’s proposed, run the other way, unless you are willing to do it yourself. Selection of keywords requires a focused effort and a writer who understand its importance.

Hiring a Website Copywriter Doesn’t Mean Losing Control
Sometimes I think marketing managers worry about the consequences of letting go of something they used to do themselves. But I believe freeing yourself of the website copywriting responsibility produces better results. Instead of jumping in to write the copy, take time to focus on website objectives, content strategy and tone. Work hand-in-hand with the writer to brainstorm ideas, without having to be burdened with the details. And finally, continue to exercise control and accept accolades for a usable website that gets results.

Take small steps. Consider starting with an optimized press release, then move on to a single website page. Be clear about your objectives and deadlines. The right writer will come to your rescue by delivering great copy when you need it. Find the right website copywriting service and you become the hero.