Whether we are designing a website, creating a brochure, or developing a marketing campaign there’s always the challenge of ensuring that our clients need to provide us with some kind of content. Getting content from clients falls into a number of categories:
The Client thinks they can write it themselves, but never get around to it.
The Client thinks they can write it themselves – but then find it’s not as easy as they think so it takes a very long time.
The Client writes it themselves, but the results are all focused on them and their business, not on the benefits to their clients and its not unique / relevant or search engine friendly.
As completing any project depends on having some content, it can often mean that we are left trying to complete a project without the means to do so. The answer often lies in using a checklist / template. Create a list of the basic requirements for each element of the project. For instance, the home page on most client’s website needs:
A headline that tells people that the site will deliver (or at the very least have information on) what they were looking for.
An opening paragraph that engages the reader and focuses either on their problems or on the potential solutions.
Some benefits – not the nice to have advantages, but the ‘what’s in it for me’ emotional triggers.
A call to action – on the home page, that’s usually an encouragement to visit other pages with hyperlinks to take them there.
We use a similar tactic for other web pages, marketing emails, brochures, flyers and sales letters – anything that has copy.
If you want to find out how we can create the text for your website, look at our website webcopy page
