In this day and age, a website is the baseline for business credibility. Without a credible site online, consumers won’t take a business seriously. Most people focus on the visual aspects without realizing that a good web writer will make an exponential difference in terms of the ultimate success of a web property.
Why do people spend so much time and effort on the design and functionality of a website and so little on content? Well, in my opinion it’s because almost everyone can write and they feel content creation is no big deal. But, there’s a major difference between simply writing and writing to sell a product or service.
A web writer specializes in differentiating a business from the rest and increasing the likelihood that prospects will ultimately choose your company to do business with.
When you’re interested in hiring a web content writer, what should you look for?
1.) Experience writing for the web – This may seem obvious, but before you hire anyone to create content for your site, you should ensure they’re experienced in the medium. Many writers are experienced developing print marketing, but this can often be a far different process than online content creation. For example, depending on your market, print material can be very targeted. That is, you can select exactly who will receive your marketing materials.
2.) Content creation should be strategy based – A web content writer should be able to point to past work and explain the strategy underlying the content. In other words, they should be able to tell you why they wrote what they wrote. Many websites are confused and confusing! Because you only have seconds to capture interest on the web, your content strategy had better be focused and result in compelling copy.
3.) Understands the medium – The web is changing constantly and your web writer better understand what works and what doesn’t. He or she should understand the technology and how to use it to maximum advantage.
4.) SEO competence – Search engine optimization is a process that improves your search results on engines like Google. A good web writer must understand how to effectively use on-page SEO tactics to maximize your marketing spend. Writing that takes SEO into account will go a long way in ensuring your website is successful from a business perspective.
5.) Understands the principles of effective marketing – Many people call themselves writers, but because there is no real regulation in the industry, many people are also incapable of writing to sell. A web writer with an understanding of compelling marketing will help you increase conversions when people actually visit your website. After all, what’s the point of having a website if no one contacts you for business? Many sites read exactly the same, in fact, I believe you can often take the content from one website and switch it with a website in the same industry and no one will even notice! A good copywriter can change the game for your business by separating you from your competition. People will tend to choose the business that stands out, and a good writer can help.