Why I Love Writing for Websites

I {Heart} Writing Website Copy

I have an admission to make: One of my favorite things on this earth (professionally, at least) is writing for websites. Many writers may not understand why; they may love technical writing or legal writing or creative writing (yeah–I like that one too) or writing hard-hitting journalistic pieces that topple governments and the like. But for me, website content creation is both fun and challenging.

Now when I first started creating web content, that’s not something I would have said. I’ve been doing this sort of thing for nearly a decade, and it’s fairly safe to say that content creation has changed over that time. When I entered the realm, the idea of “keyword stuffing” was still fairly popular. That meant you’d land on a webpage that started off something like this:

“Box 117 is a content creation company focused on creating content when web content is needed by companies needing website content.”

It would then proceed for another dozen sentences in pretty much the same way. Add half of the words bolded or underscored and it was…well…a complete mess. It also flew in the face of everything I’d ever known about writing. To me, regardless of what kind of writing I was doing it was about sharing information in such a way that the reader would easily understand and engage with it.

Fortunately, the great Google gods recognized that this highly bloated and manipulated approach really didn’t benefit the users of their search engine. Certainly, those users could be led to a stuffed site, but they were unlikely to remain there if they didn’t receive the information they needed most. User experience and quality content were looked at in a new way, leading to changes in algorithmic updates. Ultimately, those changes led to my falling head-over-heels in love with web writing.

Here are some reasons why:

I get to tell stories.

When I write web content, I have the opportunity to get to know a business or organization inside and out. Through interviews and research, the personality of my clients comes to light…and ultimately to life. You’d be surprised at how often that leads to uncovering something truly unique to an organization that their customers (or potential customers) love–but that those on the inside see only as “just the way we do business.” Helping a business discover or capture that essence is very exciting.

I get to learn new things all the time.

Now if you’re a business owner and reading this, you are likely to know your business inside and out. You understand how to make a widget or deliver your services and may get the impression everyone else does too. Well I’m here to tell you that they (we) don’t. It’s amazing how frequently I get to write about things in web copy that I’ve never heard of before, or never understood before. As I work with my clients to break down processes or identify products, it gives us both the chance to view them in a different way. Then I get to come up with a way to share that information through copy designed to educate and inform. (And yes, that’s exciting!)

Words are powerful.

You may have heard statements like that in relation to how we interact with people one-on-one or in groups. But the words on a page–including those online–can do some pretty amazing things. They can educate, encourage, inspire, or lead the reader to take action. Words can build a reputation, generate sales and establish authority. So as Iwrite the copy for a website, I get the chance to use words in ways to benefit my clients as I help them meet their goals.

There is a both an art and a science to writing web copy.

One of the things that I’ve been able to bring to the table throughout my career is a balance of left brain/right brain thinking. I love the joy of creativity and big-picture thinking, but am also captivated by logic-driven detail. When I create copy for a website, whether primary page copy or blog posts, I have the chance to explore some level of creativity as I also evaluate how the copy can lend to an enhanced SEO (search engine optimization) presence. I also work with the meta titles and descriptions as well, which likewise can impact the ability of a search engine user to find my client’s site and discover their products or services.

As you can see, there really is a lot to love (at least in my mind) about writing for websites. But if you’re not as inclined as I am to greet the day with a smile when it’s time to sit down and type away, give me a call or drop me a line. I’d love to help.

June 9, 2014July 6, 2019

I Mustache You to Be On Trend

Being aware of current trends and incorporating them into your communications strategy makes your company look and feel like a forward thinker, an organization who is a leader rather than a follower.

And really, isn’t that that where every great company wants to be?

Working in the creative field, part of my job as a freelance writer is to ensure that the content I write and the ideas I come up with reflect what’s trending not only in my clients’ respective industries, but also in the common culture at large. As a result, I suppose that I tend to get a little grumpy when I see retailers and other companies falling behind in their ability to reflect what’s happening right now.

This weekend I was in a “big box store” which caters to hobbies like scrapbooking. And it has a lobby. (That’s a thinly veiled clue right there.) Walking through the aisles I saw–repeatedly– a plethora of mustache-themed stickers, signs and other similar items. Here’s the problem: the mustache trend began over 5 years ago.

The first time I saw the mustache look was in 2010, when I was looking through ideas for ad agency Christmas cards. In the midst of all the ugly sweater pictures and awesome “fold your own” cards, I found one from the prior year which included an awesome photo of the agency folks as a “mustache yourself” printable. It was clever and funny and just irreverent enough to make me take notice. Over the next year I saw the look begin to pop up on leading retail sites, then all over Pinterest. In fact, I incorporated mustache’s in my 5-year-old’s art-themed birthday party in late 2011.

Now keep in mind that big box store isn’t alone in its behind-the-curve efforts. In fact, there are a wide variety of companies in a wide variety of industries that aren’t staying on top of trends because often they’re so focused on the business of business that they don’t have the time, energy or resources to do so.

Often, however, being behind the proverbial 8-ball when it comes to current trends also means being behind in other areas. For instance, some companies still have websites that lack the responsive designs that are critical in today’s business environment, when those sites are being viewed on phones and tablets. Too often, their websites aren’t updated (some are downright stagnant) or optimized, and those that could benefit from social media aren’t taking advantage of it (while others for whom social media may not be the best choice are relying too heavily on it).

Being aware of current trends and incorporating them into your communications strategy makes your company look and feel like a forward thinker, an organization who is a leader rather than a follower. And really, isn’t that that where every great company wants to be?

Blogging • Brand Message Development • Newsletter Content • SEO-Rich Content Development/Web Copywriting • Sales Materials

June 3, 2014July 6, 2019

Oh Hail

Quarter-size hail + wind + 20-year-old siding = this.

Why Small Businesses Need a Good Website

Whether you’re a contractor, a manufacturer or a service provider, having a clean, content-rich, updated website is more than just about promoting your business. It’s about providing potential customers the information they need to WANT to do business with you.

Earlier this month, much of Billings and the surrounding area was hit by a hailstorm which left roofs, shingles, siding, windows and fences in shambles. Our home was one of those hit, meaning that for the first time we had to file a claim against my insurance and begin navigating the world of home contractors.

With a plethora of news stories already decrying the number of scams that frequently begin following a major storm, I found myself already feeling a bit anxious. So my husband and I set out online to find some local contractors who had been in the business for awhile, with good reputations both on and offline. What we found wasn’t necessarily surprising, but certainly disheartening.

Other than some of the larger/franchise groups, there were few contractor websites for providers in my area. There were a few websites which looked relatively new, largely templates (no finger pointing there) with little or no content to tell me who they were, how they work (or why I should work with them.) Sites like these led me to believe that a) these were people who tossed up a website in hopes of taking advantage of the hailstorm (aka those “scammers” mentioned in the news; or b) companies that lacked the experience we want and need to make my home look great again.

As noted in this Entrepreneur post by Mikal Belicove, you have less than a second to make a first impression online–which means you could be losing potential business left and right if your website is dated (and think of what it means to your bottom line if don’t have a website at all.)

So whether you’re a contractor, a manufacturer or a service provider, having a clean, content-rich, updated website is more than just about promoting your business. It’s about providing potential customers the information they need to WANT to do business with you.

Oh–and for those wondering, we have found a contractor, thanks to referrals by friends and colleagues that all pretty much pointed to the same person. But you better bet I’ll be talking to him about why he needs a much better website. If you want to talk about your website, please feel free to contact me.

Blogging • Brand Message Development • Newsletter Content • SEO-Rich Content Development/Web Copywriting • Sales Materials

February 19, 2014July 6, 2019

Hiring a Writer for Web Copy

We’ve all heard the phrase, “Easier said than done.”

Okay, I admit it: having written content for websites of every size and for a variety of industries, I thought it would be a piece of cake creating content for my own freelance writing website. Ha! The joke was on me!

For many clients with whom I have worked, one of the most difficult things about writing content for their own website is that they are (naturally) very close to the situation. For some that might mean erring on the side of putting every single tiny detail about their business onto the site, which generally requires the creation of layers upon layers of navigation or, in the alternative, long pages of details few people will read. For others, it’s putting too little copy in, or copy that may lack relevancy. And still for others (psst–this would be the toughest thing for me, and I think for a lot of independent service providers) it’s wondering at what point facts start to seem like, well, bragging. For those reasons, clients opted to hire a writer to create content for their respective websites.

Now, it didn’t make a whole heck of a lot of sense for me to have someone else write my site; after all, this is what I do. In fact, I love writing content for websites. So instead, I sat down and started hammering it out, then turned to trusted friends and colleagues to give me their feedback. In fact, there’s not a page or post on this website that hasn’t been or won’t be reviewed by someone who’s not…well…me.

So, now let’s talk about what’s really important (as opposed to my own angst) and that is: you. If you don’t have a website yet, or if you’re ready to revamp your site, working with a third party can bring a lot of benefits:

You have a business to run, and if you have to try to find time to write a website in the middle of your day-to-day work, it’s either not going to happen or it’s not going to happen the way you’d like. Hiring a writer to handle those details takes a load off your shoulders.
A third party can help determine what should (and shouldn’t) be on your site, then craft messaging designed to make the most of who you are and what you do.
Not everyone is a copywriter–and not everyone understands web copy. And you know what? That’s okay. Listen, there are so many things I wish I could do, from playing the guitar to being a graphic designer. Unfortunately, I haven’t had the training to make me good at either one. (Yet another admission: I actually took guitar lessons twice, but there is something about my fingers that refuse to work properly when it comes to comes to holding down those strings.) So if writing isn’t your strength, find someone for whom it is.

If you want to see a quick primer on the work that goes into writing great web copy, enjoy this oldy-but-goody article from Smashing Magazine. In the alternative, if you’re more focused on building your business as opposed to honing your skills at writing web copy–but are ready to bring your website some interest and depth–I hope you’ll contact me.

Blogging • Brand Message Development • Newsletter Content • SEO-Rich Content Development/Web Copywriting • Sales Materials

February 17, 2014July 6, 2019

Creating Meaningful Website Content

You never know where you’ll find the next great idea.

While scrolling through Fast Company (admittedly one of my favorite sites) I found an article that caught my eye: “4 Ways to Create Meaningful Content.” Considering that as a freelance writer I spend a lot of time creating content for websites, it was most certainly something I wanted to read…and I’m glad I did. Here’s why:

Several years ago the world of SEO, or search engine optimization, was being built on a variety of ideas ranging from how many times a word or phrase should appear on a page to using “link farms” to make the site look more relevant that it really was–and everything in between. Working in the industry, I understood the theory, but never cared for it or put it into practice. I believed, as did those with whom I worked, any content included on a website must provide good information that was authentic to the client.

The Google Penguin updates in 2013 helped to address many of the so-called “Black Hat” SEO techniques, and by doing so, placing greater emphasis on good content. Now, as this article suggests, the industry as a whole is focusing on incorporating meaningful content on both websites and social media platforms. So what is “meaningful” content?

Author Dan Greenberg proposes such content include or more of the following:

It provides a connection between the content owner and the audience they are targeting.
It introduces new or original ideas.
It shows new uses of media or helps mediums evolve
It causes the reader or viewer engage with the content

Creating good and meaningful content isn’t easy, but it is well worth the the time or monetary investment it requires.

Blogging • Brand Message Development • Newsletter Content • SEO-Rich Content Development/Web Copywriting • Sales Materials

January 8, 2014July 6, 2019

Why This Writer is Fascinated by Graphic Design

Were I to begin my career over again, which would mean rolling back the hands of time to such a point they might actually snap off, I think–no, I know–I would have become a graphic designer. Now keep in mind that when I headed off to college with communications in my sights, I didn’t really know a lot about graphic design. But when I had the opportunity to begin working with great designers, I instantly became fascinated by their work.

As a freelance writer, I generally spend my days crafting content.

Some copywriting is obviously pretty straightforward; after all, a website sometimes has to be more informative as opposed to more entertaining. Other days, I do get to play, creating “word pictures” as I strive to describe people and events in a way that bring them to life on a page (or screen, depending on the medium.)

Good graphic design has the power to do the same, but with color and images and lines and circles. If I see a great design on a web page or a beautiful logo, it speaks to me. I can see in an instant what a business is all about in a font or a shape. It can convey an emotion from elegantly peaceful to wildly energetic. As noted by Randall Smith in this Forbes article,

“If good design is doing its job, it is managing your perception of an experience in many ways–both obvious and not so obvious. How you feel, and therefore if whether you’re going to engage and buy, is directly influenced by the design of a website, a package or a business card.”

Most importantly, however, good writing and content development can and should go hand-in-hand with great graphic design. Quality design can bring your prospective customers to a website or inspire them to pick up a package; quality content can help them finalize their buying decision.

Do you have thoughts about how great graphic design and great content can work together? I’d love to hear them.