Content strategy, writing, and consultations to elevate your online presence, with tailored pricing and initial free consultation.
Based in Ilkeston, Derbyshire, and serving the Nottingham and Derby area, I provide website services for small to medium businesses.
What Business Goals or Issues Do You Have?
Whether you are running ads, or trying to rank in search engines, think about what exactly it is you want people to do. Getting people onto your website is one thing, but converting those people into a lead is another.
Consider the following when writing marketing content/copy:
- ✅ Industry, market, positioning, customer, brand, tone of voice
- ✅ Marketing funnel and buying journey (customers’ initial awareness > consideration > purchase > aftersales)
- ✅ Marketing channel and reader acquisition (website, print, social, email list, etc)
- ✅ Content type (landing page, blog, article, report, whitepaper, audio, image, video, etc)
The “Funnel”
Not everyone who visits your site is ready to buy. However, it is best to flesh out the sales content for those who are in the research/comparison/consideration stage (the middle) and those who are ready to make a buying decision right now (the bottom).
The very page you are on right now exists in the middle and bottom of my marketing funnel.
How is Website Content Writing Work Conducted?
I’ll be chatting to you while taking lots of notes. I often find it easier to make a private audio recording so we can focus on discussing the issues/goals at hand.
Using the privately-recorded audio, I will pull out key points, facts, experience, authority and indicators of trust that can be used to tell the story of your business in the written form.
We would want to aim for at least 1000 words for blogs/articles, but some pages (like core “Service” pages) could be shorter. Google’s search quality guidelines stipulate that thin content peforms less well in its search engine.
Avoiding “Thin” Content
The following video on “thin content with little or no added value” is from Matt Cutts, the former head of Webspam at Google.
The definition of “thin content” is that which has been copied or scraped from other sites, or is insubstantial (for example: not answering a question well enough or failing to adequately meet the intent of the reader).
Writing “Good” Content
Set high benchmarks for the content that is published to represent your business. Well-researched and well-written stuff stands out.
Avoid AI, except for if you’re wanting to create short summaries or titles based on what has already been written by a skilled human writer.
We should think about both the structure of the content – as in, the way the story of your product/service flows – as well as the philosophy behind attracting, engaging and converting prospects.
Content Structure: Inverted Pyramid
The inverted pyramid is a classic journalistic approach to writing.
The main points are presented at the very top with any information details following on, with less important stuff towards the bottom, and ending on a call to action (CTA).
Content Philosophy: Experience, Expertise, Authoritativeness, Trust
Every piece of content should demonstrate E-E-A-T as a matter of priority, not only to help convince and convert website visitors (depending on where they are in the “funnel”) but also to help Google be more likely to reward with better rankings.
Effective Business Writing: How Much?
Your content and copy writing needs will be discussed and a price will be quoted based on the amount of research, editing and general complexity. Hourly service on an ad hoc basis is calculated at £35 p/h.
An initial consultation is free and can be done in person or via Skype.
Work with Ilkeston Web Design
Learn more about what it’s like working with me or click the button below to start a conversation.
Learn About My Services
💻 Website Services
- 📏 Web design
- ⚙️ Web development
- 🔍 SEO
- 🛒 eCommerce
- 🇼 WordPress
- 🔧 Admin and maintenance
- 🌐 Graphic logo design
- 📧 Email marketing
- 🛡️ Domain security certificates