What does a web copywriter do (exactly)?

Make it Sing!

Well, let’s hope so!

When asking what does a web copywriter do, it’s important to understand first and foremost where a copywriter is doing what she does.

Although, yes, a copywriter will fill up the blank spaces with lots of words, the most important thing is that a copywriter needs to understand where that text is going, and what it’s going to do there.

Who’s going to read it and what is the anticipated result?

Doing so requires a copywriter to know and understand a lot about the platforms she’s using, and the business model of the person launching that platform.

Knowing a lot about the target market (or audience) is important, too. What kind of demographics are ideal? Are they young? Old? Rich? Poor? Where do they live and why do they live there?

The web is a big, dynamic place. It’s full of people and publishers pushing all kinds of content.

Whatever you’re looking for, you probably can find it. But whatever you customers are looking for, they can find you and all your competitors too.

What they can’t find is someone they can relate to who will make the purchase truly satisfactory.

As we’ve said in the past, nearly all travel is going to be a relatively high-information product. Because it can be expensive, people will research a little – or possibly a lot – before putting their name on the line.

Your copywriter’s job is to make sure that you are there at every step of the research process. What they offer up on your behalf had better go toward answering as many of those travel related questions as possible.

Every step of the way!

Whatever stage of the process you’re in – from drawing up a website from nothing – to rehashing older or offline information – or just hammering away at SEO, your copywriter needs to be part of the process. They may even do the brunt of the work.

But don’t let it end there.

A good SEO job still takes about a year to put in place. That means all of your website, properties, rooms, amenities, descriptions and services. That also means getting some content onsite and offsite. It can mean a lot of social media content and probably some articles in other places. A travel FAQ can take a month to write and probably should, and it probably shouldn’t end after just one month. Even if questions are not so frequently asked, get them up there just in case. Infrequently asked questions make you seem comprehensive, thoughtful and authoritative.

So, let’s conclude this way…

Let’s say you have a simple business model, a Bed and Breakfast perhaps.

You’ll likely start out with a 10 page website, but by the end of about a year, you’re looking at a communications plan something like this.

  1. By the end of the year, realistically you’ll have bumped that up to an 80 page website by including all the blog articles, newsletters and other communications.
  2. You’ll need to be staying on top of at least some social media (not all of it) and that will probably include Facebook, Google+ and perhaps LinkedIn (depending on your business model).
  3. Even if you are just re-posting blog articles into social media, a little original intro material needs to be polished and good.
  4. You’ve also got to be maintaining some presence in all of the Local-SEO and review sites. Again, you don’t need to do ALL of them, but you’re copywriter should know which are the most important and how to maintain your accounts with a number of them.
  5. You’ve also got to be publishing articles off-site, hopefully in good reputable blogs and media channels where you’re people are.
  6. Don’t forget! A good press release to your local media is never a bad thing and they’re still some of the most sought after links anywhere.
  7. Beyond all of that, many copywriters will work with you on ongoing social media management and SEO development to keep your site in tip-top shape.

But don’t let it stop there, either. All of your communications are going to sound better, read better and ultimately work better – if they’re written or edited by a professional.

_____

Photo top of this page: Manuscripts in the Yunnan Nationalities Museum – DSC04020 © Wikimedia Commons, by Daderot

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