In the creation of professional websites, blogs and e-commerce sites, content is of paramount importance to ensure the success of an online publishing project.
Of course, user experience carries its weight, given the importance of ensuring a valid and satisfying browsing experience, but copy plays a predominant role in achieving the conversion of users who visit the site.
Website copywriting is a variant of traditional professional writing aimed at producing texts for websites, optimized for screen reading modes (especially from the mobile, which, as we know, is the master).
Who often – but not always – makes texts for websites, blogs and e-commerce sites has a specialization in SEO copywriting to make the texts of clients’ websites more understandable for search engines and equally attractive for visitors. To have quality and optimized content, it is advisable to use an editorial consulting agency. That said, you also have the option of contacting a professional web writer directly to do the job.
Why do you need a professional writer?
A beautiful website is useless if it doesn’t have useful, original and valuable content that can convert users into loyal customers.
Content writing is a valuable activity that can increase interaction with users. On the one hand, it aims to understand the manifest and latent needs of the target audience, on the other hand, to create high quality content that can offer something better than the competition.
A professional copywriter is committed to helping clients increase their business through understandable and comprehensive texts, capable of providing concrete answers without getting lost in the circles, with a tone of voice appropriate to the audience in question and therefore different every time.
Usually, the writer is an external resource that collaborates with the company to create product and service pages, articles for the blog, ebooks for lead generation activities, social media posts and anything that can help increase the visibility of the brand through the multiple channels of the web. In other cases, in companies – depending on the size and propensity to create documents of this type – there are one or more internal figures dedicated to website copywriting, who may be people already hired with copywriting skills or resources that grow through training developing skills of this type.
The professional writer acts in accordance with an effective content marketing strategy and knows how to apply the right text formatting both from an SEO perspective and to increase the readability of the content for people.
In addition, he is able to analyze the target audience for the article to establish a hypothetical guideline length suitable to overcome the competition and meet the needs of the audience. These are not actually SEO dictates, but rather considerations that the web writing expert knows how to implement to create information content that is appropriate to the client and useful to the audience.
How to recognize a professional web writer?
A professional writer is a web writing expert who is versatile enough to handle multiple topics (although some specialize in more specialized areas to expand their subject knowledge).
An expert is trained through specialized courses and valuable content marketing books to hone their writing techniques, also in relation to the evolution of reading in the web age. As we know, site visitors don’t have the time or inclination to search for the information they need any longer than necessary. The site’s editor must therefore organize the texts in such a way as to encourage readers to continue reading until the end (and at the same time reinforce the call to action).
It is therefore a figure that mixes knowledge of site optimization for search engines with a mastery of emotional writing to channel readers’ attention towards monetization goals, versatile to the point of being able to create different types of texts and overviews, even on different topics.
From a professional point of view, the right writer is one with whom you can develop a relationship of trust, an expert who is able to understand everything that makes you valuable and unique to create compelling and comprehensive texts.
A professional website copywriter is thoroughly researched before creating the content, studies the questions of competitors and users to produce really excellent texts, is ready to make corrections and changes to the work at the request of the client, during and after, to make them more in line with the client’s business goals.
You can also choose writers who have won prizes in writing contests. Receiving an award during a contest is a guarantee of the quality of the texts produced by the writer.
These are some of the characteristics that a professional writer must have at least to be really useful for your business.