When you are so 2009 & your web copy is so 1987

One of my clients, whom I’m teaching how to blog, asked the other day about my first blog post. Here’s a snippet:

As a writer without a blog, I’ve been like a butcher without a taste for meat, a dog trainer without a dog, a rockstar without a microphone….

And, as I read those words (and had a good chuckle), I realized that something was missing again. This time, the missing piece is up-to-date, umm, updates on my static pages.

When was the last time you read through your website?

Mine had been virtually ignored for a long, long time. All of my attention has been on my blog, but guess what? My site’s homepage is the #2 referrer to my blog. What’s on there is important – it is, of course, where people go to find out more, discover what’s in it for them and how they can use me to make their lives better…

Things to do when revising your static website copy:

1. Personalize. Could your website belong to anyone in your industry? My old homepage was very generic, talking about ‘results-magnetized copy’ and being ‘a full-service copywriting and marketing company’ – it didn’t stand out at all. I was noticeably absent. Where was my personal brand?

2. Accuracy. When I first wrote my site (yes, this was the first time I’ve revised since I originally wrote the site, cough, cough, oy vey), I concentrated on different services than I offer today. My company, skills and knowledge have grown dramatically and, while this was all documented on my blog, it wasn’t reflected on the rest of my site.

3. Blog Ties. In case you haven’t noticed, I love blogs. This is where I let it all out and where you really get to know me. So, here’s what I did: on my homepage, instead of linking to static info about my services, I linked my main services: Writing, Consulting, Speaking and Mentoring to blog posts where I discuss these bits about myself and my business…might change them at any point if I write something I like more…

4. Write what you want. What do you want your business to look like? Put it on your site. Ever seen the tagline, Write where you want to go???? That’s what I meant. Take action with your words, make it happen. Your website (and blog) are your very own real estate – the rules are your own, the sky is the limit. This is what I help my clients do because it’s what I’ve learned to do for myself.

Check out the new copy by clicking on the typewriter key navigation above…specifically, the ‘H’ for home and the ‘S’ for services. And, if you change your site, let me know – I’d love to see how you grab this bull by the horns…

Filed under Blogging, Critical Copywriting, How To, Marketing, The Business | Tags: blog, Blogging, Julie Roads, marketing writer, personal brand, social media, web copy, website content, Writing Roads | Comments (10)

how much do freelance copywriters charge?

This is a follow-up to my recent post about handling the money side of the business. I addressed how to charge (by the hour or project), when to charge (deposits, etc.) and other such things. I did not list any rates, but since that post, many inquiries have come in looking for the numbers.

I didn’t post them because I can’t accurately answer that question.

1. Different copywriters charge different amounts. I’ve heard tell that you can hire some people to do a website for $300 (oy vey) and there are some big wigs that charge $10-20K for one sales letter (kudos to you)…of course, you’ll also find everything in between (including me).

2. I could have posted my own rates, but that would have been a terrible idea. While I have basic roundabout averages for what I charge, no two projects are the same. Consequently, I study each project separately and carefully – making sure that each proposal is custom and meets the needs of every individual client. To say all websites are $xx would be to short-change some people and ‘long-change’ others. (yes, I made that word up)

3. Posting rates and fees on the Internet can cause you mucho trouble down the road. Because the search engines cache, or save pages, someone is liable to find your old fee page and expect you to write their website for $1500 when, in fact, you now charge $3000. As our business, clientele, experience, expertise and skill-level increases, so do our rates.

4. Initial meetings with me are free and so are proposals. I welcome you to contact me and tell me about your project so that I can give you an accurate and current project fee. I believe that this is true for most freelancers.

5. If you’re scoping out the life of a freelancer and don’t know what to charge, email or call me. I would be more than happy to help you develop a fee schedule appropriate to your clients, your skill level and your niche. And, if I don’t know the answers for your particular situation, I’ll help you find the person that does.

Happy invoicing.

Filed under Critical Copywriting, How To, The Business | Tags: cached pages, copywriter, copywriter rates, copywriting, fee schedule, freelance writer fees, Julie Roads, website content, Writing Roads | Comment (1)

what is a copywriter?

As much as this freaks me out, it’s true. Some people don’t know what a copywriter is. Some people think I’m a ‘copyrighter’ – which I’m not. Not knowing what a copywriter is, means that they likely have no idea what it would be like to use one or how. So in this post, I’ll tell you what a copywriter is. Then, on Monday, I’ll tell you how to work with one. Sound good? Okay, here we go.

1. A copywriter, or ‘officially’ a freelance commercial copywriter, is someone who writes words, content, copy, text for companies, businesses, individuals.

2. Commercial copywriters, like myself, generally write content for marketing materials such as: websites, blogs, advertisements, brochures, sell sheets, annual reports, articles, sales letters, direct mail and the like.

3. Copywriters get paid for this work – some handsomely, some not so much – by the hour or by the project.

4. Some copywriters like to work collaboratively with designers, marketing directors, printers, etc. While others prefer to work alone.

5. A copywriter is different from a freelance journalist in that a freelance journalist writes for newspapers, magazines and web journals/zines while a copywriter writes content for see #2 above. The only similarities are that we both write, and we both wait around to be paid by busy people not thinking about us all day long like we think about them.

6. Copywriters are great tools for businesses because they lend a fresh perspective to your message and because dentists are good at teeth, realtors are good at real estate and writers are good at writing. It is always best to stick to your expertise and let the other experts take care of the other business.

7. Copywriters can focus on specific industries or work as generalists. Either way, a good copywriter should be able to change their writing style, tone, rhythm, personality to match their client’s message and identity. Acting provides a great example here: think of Dustin Hoffman in Tootsie, then think of Dustin Hoffman in Rainman. Capiche?

8. From what I hear, good copywriters (who do good work on time) are hard to find…the profession is not quite as popular as graphic design or web design – hence the raison d’etre for this article.

See you Monday…have a great weekend.

Filed under Critical Copywriting | Tags: blog, Blogging, brochure, content, copywriter, copywriting, Julie Roads, marketing collateral, marketing content, web content, website content, Writing Roads | Comment (0)