Website Copywriting FAQs

Getting a new website developed, or even updating an existing one, can be a daunting task. The world of SEO and website copywriting is full of jargon, and it’s often hard to find anyone who can explain, in simple terms, what the real benefits are to hiring a professional copywriter and SEO expert.

Website copywriter Cornelia Luethi is passionate about delivering results – real results that you can measure – and I believe that you should be able to see exactly how and why our work is delivering results for you.

Here are a few of the questions I’m regularly asked by clients…

What’s the big deal about website copywriting?

Website copywriting is unique to other marketing media for three key reasons:

Good website copywriting will create a strong connection with your prospects, and boost your conversions (as well as your search engine rankings).

Good website copywriting will create a strong connection with your prospects, and boost your conversions (as well as your search engine rankings).

1.  It needs to be reader friendly

Website readers want information fast, so website copy needs to easily readable, with lots of headings, sub-headings, bullet points and hyperlinks.

Cornelia knows how best to structure copy to keep readers’ attentions, and lead them all the way through the buying process in order to turn casual visitors into actual paying customers.

2.  It needs to build trust

On the whole, people are still relatively cautious of buying from businesses in the online world, so your website needs to build trust and credibility – and quickly. I use a variety of techniques to do this, not just with copy but with photographs and imagery too, and I’ll advise you on best practice when we work together.

3.  It needs to be search engine friendly

The words you use on your web pages, and where you use them, directly affect how Google will rank your website. And it’s not just the words on the page that are important, but some behind-the-scenes data too. We’ll help you with all of this – and in the meantime, discover why it’s important that your website uses keywords – and uses them wisely.

Why should I use Words By Cornelia for my website copywriting?

There are so many good reasons to use us they have to be listed!

  1. Results: I thrive on delivering measurable results for you – that means more visitors, more sales and higher profits.
  2. Experience: Cornelia (and her team) have many years of international marketing experience across a huge range of industries.
  3. Expertise: Your copywriter is trained and experienced in online copywriting – a niche area that requires many specialist skills.
  4. Up-to-date: I stay informed of the latest developments with search engines and online marketing, so I can deliver you the latest knowledge and techniques.
  5. Marketing: Website copy isn’t just about creating a professional image for your business – it’s a proven sales and marketing tool that delivers measurable results.
  6. Consultancy: I’ll consult with you every step of the way and offer tailored solutions that fit your business.
  7. I’ll go the extra mile: Part of my service is to offer advice and support at every step of your project, so if you have any questions at all – just ask!

How much is the investment in my website copy?

Like most things in life, high-performance items usually cost a bit more than the rough-and-ready. (That’s why gleaming new Ferraris are more expensive than a 20 year old Skoda.) Writing website copy that’s compelling AND search engine optimised is a highly-skilled task that does take a good amount of time per page… plus there’s the all-important reading and research time.

But don’t let that put you off – website copywriting is significantly cheaper than that new Ferrari! (And my clients have all found it well worth the investment – read their stories here.)

If cash flow is an issue, then you can always consider having just a few pages worked on first, and then have the rest of the pages written professionally by me at a later date.

What about website updates – how is the pricing structured for that?

The pricing for revisions is the same as for new copy, because the same amount of work and effort is involved to write great copy for you.

Do you use any keyword tools?

Keyword research and strategy is a vital to help you get the best results from your website copywriting.

Keyword research and strategy is vital to help you get the best results from your website copywriting.

Yes, keyword research is vital when it comes to SEO copywriting. Slight differences, for example “tree” and “trees” can make a big difference when it comes to website effectiveness.

Besides, in many industries technical terms are used. Most customers don’t tend to use these terms when searching. For example, instead of “glass balustrade”, people are more likely to look up “glass pool fence”. If you want your website to be found, it’s vital that your website uses terms which people are actually looking for.

By finding out more about your business, your customers and your market, we can work with you to develop targeted, effective keyword lists for all of your website’s pages.

At what stage should I start thinking about my website copy?

It’s best to start planning the content for your website at the same time as the development work begins. That way, the copy will be finalised at around the same time as the technical work is completed.

This is the quickest way to get the project live and start enjoying the benefits of your new website.

How will I receive my website copy? What will I receive?

Your new website copy will be emailed to you in Microsoft Word format, ready for you or your website developer to load up.

The copy will include:

  • Headings and sub-headings
  • Hyperlinks – i.e. the links to other pages or websites. These will be clearly marked.
  • Page meta title tag.
  • Description meta tag.

NB: Keyword meta tags aren’t usually included (as most search engines no longer use these), unless you specifically request them.

If you have any additional requirements, please let us know so I can advise you of any additional costs.

How long will it take to receive my website copy?

First of all we need to discuss your brief and agree the website’s structure, and I’ll give you a written proposal for your work. Once you’ve given your go-ahead, you’ll be invoiced for a 50% deposit, and the work will commence once your payment has cleared.

Here’s the turnaround time at each stage of the website copywriting project:

  • Keyword research and strategy work: Allow up to 10 working days for this. You will need to approve this before the copywriting work commenced.
  • Website Copywriting: Once you’ve approved the keyword strategy, the copywriting work can begin. Allow up to 10 working days for the first draft of copy. If your project is relatively large, the copywriting work will be split into stages. (I’ll usually work on 2-5 pages at any time.)
  • Revisions (if needed) will be completed within 5 working days.

Note: This timing will be confirmed when we’re working with you, and it’s important to us that we meet your deadlines.

What if I need the website copy quicker than that?

I do not take on rush jobs. Ever. They are too stressful… I like to enjoy the work I do for you.

How soon will Google notice that my website is live or has been updated?

On average, Google “crawls” websites on average every 3 months or so, so the impact won’t be instant and you’ll need to be a little bit patient.

For brand new websites, you can submit your site to Google when it launches, which can sometimes help to speed up the initial crawl and get you on the Google results pages more quickly. We can help you with this too – just ask us for more information about the services we can offer after your site goes live.

If you do want instant website traffic from Google, you may want to consider investing in an AdWords or ‘Pay Per Click’ campaign, which will allow your site to appear in the ‘sponsored listings’ at the top and sides of the search engine results pages.

Can you guarantee how my website will be ranked by Google when you’ve written the new copy?

No, unfortunately it’s not possible to make any guarantees as there are just too many factors beyond our control:

  • Your product or service: How your website rank will depend on whether your product has local, national or international appeal. Remember, it’s about reaching your target market rather than everyone indiscriminately.
  • How Google ranks websites: Google changes its rules and algorythms on a daily basis, so what works well today may not be so important next week. I work hard to keep up-to-date with Google’s latest criteria, and focus on writing unique, high quality content that human readers will enjoy reading. (If you focus on unique, high quality content, the search engines should reward you for it.)
  • Your competitors: It’s highly likely that your switched-on competitors will also be trying to create a good website. Their actions are completely beyond our control.
  • Back links: Another factor Google looks it as how many quality websites link to your website. They figure that if your website is good, it will have a lot of (quality) websites linking to it. So contact your suppliers, colleagues, customers, friends and set up as many quality links as possible – and offer reciprocal links in return.
  • Website design and coding: Google needs to be able to “crawl” your site’s content. In some (rare) instances, I have seen websites coded so badly, that Google could not see the content, and therefore could not rank the site. Or other times, the website was so out-dated that some of the important behind-the-scenes meta data could not be input. I’ve also seen e-Commerce sites where the product database was not crawlable to Google. Even the greatest website content will never rank well if the website has ‘bad bones’… so pick your website developer carefully (and don’t believe all the sales hype – look for actual results that they get for their clients).
  • Website content: Google looks for websites with a lot of unique content that’s updated regularly. So be sure to make your website fact-filled and interesting so it adds value. And update it often so it stays current and relevant.
  • Regular updates: Google gives preference to websites which are updated regularly, so be sure to schedule regular updates. Quarterly updates at a minimum are recommended.
  • Other marketing: Think of your website as your online “shop”… and just like a real shop, we wouldn’t just open the doors and expect people to come flooding through the door. To drive traffic to your “shop” you’ll need to run some marketing campaigns, and for best effect these should be a mix of online campaigns and offline (real world) campaigns.

Even though there aren’t any guarantees on how you’ll rank, you can be assured I’ll do our absolute best for you. Feel free to read what my clients have said about my work.

I’ve heard that a website is never “finished” – how come?

Yes, it’s true that a website is never truly “finished” – to get the most out of it, it’s a constant work in progress.

You see, everything in the world is constantly changing: your competitors, the search engines, your customers… so to keep on top of this, your website will need regular updates, analysis and revisions.

So how often should I review and update my website?

The more often you review and update it, the better. This should be quarterly as a minimum. Because Google “crawls” your website every 3 months or so, it make sense to review your website quarterly too, as any changes made are unlikely to be immediately apparent.

Top tip: Put a recurring reminder in your diary to review your website, and commit to it. It’s all too easy to put this on the back-burner month after month, but it’s far easier to make small, regular adjustments than to do a huge overhaul!

Do you do the website design and development work too?

No, I leave that job to the experts – and I’ve built up great relationships with a small number of hand-picked website developers who are just as committed to effective websites as I am. So if you don’t yet have a website developer, I’ll be happy to give you some recommendations based on your needs and your budget.

I’m a bit nervous about working with website developers – can you help?

Yes, absolutely! Whether you find the whole project very daunting or simply don’t have time to liaise with yet another supplier, I can take care of your whole website project including:

  • Strategy and planning: helping you work out how your new website should function to achieve your goals.
  • Content: identifying what needs to go into the website – as well as the words, it also means pictures and other elements. I can help you pull this together.
  • Briefing the web developer: I can write a detailed list of requirements. You can either then give this to your website developer yourself, or I can work with them.
  • Liaison and project management: keeping the project on track – and on budget – until it’s finished.

The whole experience is designed to be as hassle-free as possible for you – though I will, of course, need your input, as it’s your website!

If you’d like to find out more, please contact me with an overview of your requirements.  

Where can I find the latest SEO news and tips?

You’ll find plain English SEO tips on my blog.

Google has great resources (albeit a bit more technical). Here are Google’s SEO resources, and you’ll find even more on Google’s Webmaster Central Blog.

In a nutshell: It’s always best to focus on creating unique, high quality content that your readers will love. If you focus on that, the search engines will most likely reward you for it. (Even though Google and the other search engines keep tweaking their algorithms, that “golden rule” of SEO has remained the same, always.)

Contact me today to get started with your website project →

All work is undertaken subject to the Terms of Business of FX Marketing Limited: the latest version is available to download from the Terms & Conditions page.