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It takes more than clever tech to succeed online: Articulate your message

by  David Dwyer on  13/05/2014

The best web technology is worthless, it's the copy that counts

It takes much more than just clever tech to create a good website. You need well-written, informative and engaging content to get your message across to potential customers and make your business stand out from the crowd. What makes you different? Why should anyone choose you and not the cheaper supplier down the road – or even worse, online? Why do you believe your products or services are the best in the business? Now’s your chance to tell everyone – and make that sale.


Good copy can also help your business stand out in another way: by making your website more visible to search engines. Weaving the most relevant (and searched-for) words and phrases for your particular type of business into your content will make Google and co. take notice. That in turn will make them more likely to return your company’s details to potential customers hoping to buy just what you’re selling. 


But not all people passionate about their business have the time (or the inclination) to write pages and pages of copy, much less spend an afternoon wrangling metadata and keywords.  That’s why Inspire now offers an affordable copywriting service to all its clients creating new websites from scratch or just refreshing their current ones.


The process is simple, and you won’t need to write a word yourself. First, contact me directly for a quick chat. We’ll discuss your current website, what sort of content you’re looking to add, the type of traffic you’re hoping to attract and what you want users to do or experience on your site. We’ll also discuss your budget and agree together the number of pages and a rough breakdown of content to be written.


Next, our expert SEO team will analyse the proposed sitemap and produce a full list of relevant keywords and metadata for every page.


Finally, our copywriter will be briefed on the job. She’ll get in touch with you for a short chat about your business and the key messages you want to get across: after all, no one knows your business better than you do! If you want to pass on any documents, marketing material or other written information for her to build on, now’s the time. She’ll also have a look at other local businesses in the same sector, to help you stay one step ahead of the competition. When all her research is done, she’ll write the agreed number of words and pages, integrating the keywords and metadata along the way. When the content is complete, she’ll send it on to both of us for review. When we’re happy with what we’ve got, your shiny new copy will go live on your website and begin to work its magic – without you ever having had to lift a pencil!


David Dwyer is Managing Director of Inspire Web Development. He has years of experience in a range of web and IT roles plus seven years in sales and marketing in a blue-chip FMCG company. David’s academic and professional qualifications include a BA (Hons) in Business Economics (Personnel & Ergonomics) from the University of Paisley, an MSc in Information Technology (Systems) from Heriot-Watt University and PRINCE2 Practitioner-level certification. He is also an active member of the British Computer Society, Entrepreneurial Exchange and Business for Scotland.


Follow Inspire on Twitter @inspireltd and @developersos



Content Management, Content Marketing, Digital Marketing, Digital Trends, Outsourced Web Development, Search Engine Optimisation, Search Engine Optimisation (Web Copy), The Evolving Web, Website Content, Website Copywriting, XML Sitemaps
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