An Introduction to Website Copywriting

Being a freelance writer today often means seeking a range of creative opportunities. There are certainly few writers today that can focus on a single medium or subject. Indeed, having a diverse portfolio and clientele can help you gain more security in your career. As such, you may be about to include website copywriting as part of the services you offer.

It’s important to recognize that website copywriting is different from other forms you may be familiar with. Your clients will have specific expectations for the products you provide them, the intention of the work, and the results your writing needs to achieve. It’s worth taking some time to better understand what the field involves and how you can provide the best outcomes.

Understand Your Role

Firstly, it’s important to have some clarity about what your position entails. There’s certainly an element of this that can vary from project to project. As such, you need to be diligent when talking to your clients about their specific needs and expectations.

However, in a more generalized sense, you should remember that website copywriting is not necessarily the same as other forms of content creation. One of the core differences between copy and content is the copy is intended to be persuasive. The goal throughout the copy you create for the website is to keep tempting your reader further along the journey toward your client’s desired outcome for each visitor. This may be sales conversions, signing up for a newsletter, or engaging with other forms of content.

Therefore, your role as a copywriter is to service this journey. From the moment visitors land on the homepage, your words should draw them in and nudge them further down the path. There are various methods to achieve this, including directing visitors through different types of content to build trust or earn their engagement. But, really your primary tool is short and persuasive writing.

Maintain Productivity

Website copywriting can sometimes be an enriching creative exercise. Nevertheless, you’re working toward the goals of your client, rather than your artistic interests. Alongside your application of the written word, you’ll be utilizing user experience strategies informed by hard data and corporate metrics. You’ll also need to hit deadlines and targets set out by your clients. If you struggle with this, it’s vital to establish methods to maintain productivity so you can maintain a reputation as a reliable professional.

One effective approach is to adapt your writing environment. The decor you surround yourself with and the layout of your home office can have a direct impact on your productivity. A comfortable chair can mitigate the potential to fidget, which may aid your concentration. Investing in a desk with plenty of storage space helps you reduce distracting surface clutter. Additionally, maintaining a safe distance between your monitor and your upper body can help reduce instances of eye irritation and dry eye, as can blue-light reflecting glasses. Speaking of sight, wherever possible, choose relatively neutral colors on your walls to both maintain your focus and keep your space peaceful.

Sometimes, though, productivity is about finding sources of motivation. Just the fact you’re getting paid usually isn’t enough. Remind yourself of something you find particularly interesting in each website project. Display some mantras that keep you writing through difficult periods.

Treat it as a Business

The ability to engage in a wide range of website copywriting projects and interact with varied clients can be fun. However, it’s important not to lose sight of the fact that you’re running a business. Treating your activities as such can empower you to thrive even when you face challenges.

This can be particularly helpful when it comes to gaining funding. You may find you have a big project coming up but in the meantime, you require capital to pay for new equipment, online applications, and even salary shortfalls. It can be more difficult for independent writers to gain traditional loans, but as a freelancer, you can utilize alternative funding options to keep your business functioning. This might include engaging with microloan programs or taking out lines of credit for equipment or services. If you have an online following, crowdfunding may be a viable option for specific projects.

Your business acumen should extend to marketing yourself, too. If you treat your company as a professional enterprise, you’ll tend to attract clients committed to interacting with you as such. Make sure your marketing materials — particularly your own website — are good demonstrations of your copywriting skill set.

Ensure your copy takes your clients on the type of journey to conversion they’re looking for with their own digital media. Using search engine optimization (SEO) techniques in your content and social media not only attracts appropriate clients, but you can also use it as an example of the valuable skill sets you bring to the process.

Conclusion

Website copywriting can be a lucrative and interesting addition to your freelancing services. It’s important to understand the nuances of this type of writing and how it serves your clients’ goals.

Utilizing methods to maintain productivity helps to ensure you hit essential targets and maintain a good reputation among clients. Remember that you’re running a business and some attention to funding and marketing can help your projects thrive. While website copywriting may be a new field for you, a little focus and planning can help you develop a successful enterprise.

Amanda Winstead is a writer from the Portland area with a background in communications and a passion for telling stories. Along with writing she enjoys traveling, reading, working out, and going to concerts. If you want to follow her writing journey, or even just say hi you can find her on Twitter.