I was speaking to the head of a web design agency recently who had given up on using copywriters due to bad experiences.
It got me thinking; what do web designers and agencies really want from a copywriter? As a copywriter myself I don’t have all the answers, but I hope this article will generate some discussion.
Below is a list of what a good web copywriter should be able to offer an agency other than just well-written copy:
- Evidence of what they’ve done for other clients
If a web copywriter is good at what they do, they should be able to demonstrate this to you.
- Transparent pricing
A fixed price at the outset will enable you as an agency to provide your client with an accurate cost for the copy.
- Keyword research
Keyword research needs to be done in conjunction with the client. A good copywriter should be able to take the lead in this process.
- Proof they’ve researched the target market
Recommending a copywriter to a client means your reputation is on the line. Asking for proof when it comes to market research will help put your mind at rest.
- On-page optimisation
A web copywriter should understand on-page optimisation and how to do this without making the content sound spammy.
- Liaising with the client on your preferred terms
You may want your copywriter to appear as if they work for you in-house, or be happy for them to let the client know they’re an external supplier. Either way, a copywriter should be comfortable working the way you want them to.
- Taking ownership of a project
Whatever way you choose to work with your web copywriter, they should take ownership of their part of the project. They should be proactive in asking you about your deadlines and ensuring the client has enough time to look over their work and make any required changes.
- Feedback and ideas
I’m not suggesting that agencies want a copywriter to critique their websites, but an extra pair of eyes and another opinion can often help during the development of a site.
Other ideas a good copywriter may put forward are suggested blog titles for your client for the site launch, or how your own site could benefit from applying some of the same principles they’ve used for your client.
It would be great to hear direct from web designers and agencies on what they expect from a relationship with a web copywriter. Please leave your comments below.