SEO Copywriting Web Content Writing
Search Engine Optimization makes it possible for interested customers looking for your products or services to find your website, blogpost, or landing page.
Internet search engines scan the text in webpages or blogposts at incredible speeds for words that match the keywords entered in the search window by the user. The more matches to the keywords they find, the higher the website or blog will rank on the search result list provided to the user. That means, you want what is known in IT as redundancy. In plan English, it's called repetition.
Good SEO makes sure the text on your website or blogpost repeats the keywords that users will type in the search window when looking for information on the products or services you offer, so that they can easily find what they need.
It is not enough to write one of those keywords once in the text, and expect the search engines to list you on the first page of the search results. Users are busy, and will not read second or third pages of search results unless they cannot find what they are looking for in the first, so you want the link to your website of blog to be on that first page whenever possible.
Hire copywriters who know about SEO. Otherwise, you might be missing good marketing opportunities.
Marketing managers have a hundred things to do in a day, multiple projects to oversee, meetings to attend, marketing employees to guide, clients to contact, and dozens of emails to answer. They don't have time to update website content, create landing pages, or write blogposts for their company's products and services.
Marketing personnel are busy creating marketing campaigns for clients, analyzing market statistics, explaining strategies to the Graphic Design department, and outlining or storyboarding sketches of marketing material directed at the final customers. They don't have time for the company website or blog either.
That's what copywriters are for. A copywriter can take a huge load off your shoulders by creating informative web content and marketing material copy advertising your company's products and services.
Have you noticed that television is in decline, being replaced by digital media streaming and production companies such as Netflix, Hulu, and Disney+? You probably use media streaming services yourself, and it's easy to see why. You can watch the shows you like, whenever you please, for a more affordable price than cable TV packages, commercial ad-free.
Marketing professionals see the downside to this change in viewing preferences: no commercial ads. Television (unless you had TiVo) demanded that your exciting shows be interrupted by commercial segments. You could turn the sound off, go to the kitchen and get a snack, or take a necessary bathroom break, but the commercials would go on. Marketing companies and clients would sponsor television shows that aired their commercial ads. It was a give-and-take situation: We give you money for you to air our commercial during this show, and we get more sales from the viewers who liked our commercial and want to buy our products and services. Media streaming doesn't air commercials, and so the era of TV commercial ads is coming to a close.
So, how do users know what to buy? The Internet. Do they want TV ads on their laptops now? No, they don't. That ship has sailed.
Users don't want a two-minute ad telling them to buy something nowadays. They want information.
"Why should I buy this?" "What can it do for me?" "I'm allergic to a lot off stuff. What's in it?" "How does it compare to other brands?" "Is there scientific research behind it?"
Conscientious, well-informed web articles and blog posts are much more appealing to customers because they contain a lot more information than television ads, so buyers can make an educated decision when acquiring a product or service. Web content is much more user-friendly.
Why Freelance Copywriting?
Big companies with a large number of products and services may want to hire a copywriter to work at their offices either full time or part time. When not writing marketing copy, web articles or blog posts, the copywriter may take on the work of a digital media specialist, and post marketing ads on the company's social media accounts.
Often, companies don't require having a copywriter at their offices, since copywriting can be done remotely, from anywhere with a good Internet connection. This saves the company electricity, office space, and health and disability payments, since the copywriter would not be on the company payroll but hired as a freelancer by contract or service provision agreement.
The truth is, too much advertising can become a disadvantage. If, in order to justify having a full-time copywriter work at your office, the copywriter posts too often in social media, changes the web content every other day, and runs three blogs, your potential customers are going to feel oversaturated, and keep scrolling, or go to a different webpage. It is recommended that a new blogpost be added weekly, that website content be changed only twice a month per page, and that you post on social media no more than once every two hours, to create a following and build customer relations without oversaturation.
It might be easier for a company to hire a copywriter by project, say, one 500-word web article, two 600-word blogposts, ten tweets, and five Facebook posts for this new product, and pay only for that marketing strategy. You can cycle the posts and run them for a month, then ask for another marketing strategy for that product or a different product. It's more economical for the company, and you get exactly what you need. No time is wasted, and your customers don't get bored with too much.