Confessions of a Marketing Copywriter

Freelance copywriters are often hired to create Web content, which seems like a pretty straightforward project. Yet there are many ways that this freelance writing task can get off track. And that’s where a Web Site Copy Brief can help.

For a client, there is nothing more frustrating than receiving Web site copy that misses the mark and ends up requiring multiple rounds of rewrites. When this happens, valuable time is wasted for both you and your client. To reduce re-work, it’s important to get as much detail as possible upfront so that you and your client are on the same page.

What is a Web Site Copy Brief?

A Web Site Copy Brief is, quite simply, a planning session that outlines your client’s expectations for the finished product and allows you to gather the details necessary to deliver content that meets those expectations.

Taking a Web Site Copy Brief allows you to gather critical information from your client that should help you come closer to nailing the copy on the first draft, which simplifies the final revision process. While each freelance copywriter will ultimately develop their own style of information-gathering, here are some factors that you should consider covering during your Brief:

The Basics – Always ask your client to cover the basics: who is the target audience; where does their Web site traffic come from; what products/services does the company offer; what are the benefits; what problems do the products/services solve for their clients; who are their competitors; what sets them apart from their competition? These basic questions will help create a foundation for the content and help you determine the best writing style and tone for the audience.

Project Details – If you need to speak with other people in the company to gather additional details for specific Web pages, ask your client to provide names, titles and contact information. It’s also a good idea to have your client introduce you to additional company contacts, which paves the way for a smoother, less confusing information-gathering process.

Critical Keywords – Search engine optimization (SEO) is an important part of Web site content development. Because of this, it’s important to ask your client which keywords should be included in the copy. Getting a list of important keywords before you start writing will make it easier to craft copy that supports your client’s SEO efforts. .

Marketing Phrases Blacklist – Some companies are restricted in terms of the words and language that can be used in their marketing (e.g. insurance companies and nutritional supplement manufacturers). If your client has a marketing terms blacklist, ask for guidelines around what words, phrases or language should not be used.

Existing Marketing Collateral – Reading existing marketing materials will give you a good idea of the tone and style of writing that has been approved before and will guide you in deciding what approach to use for this project. In addition to asking your client for existing marketing collateral examples, review the materials with your client to see what they like/don’t like about the messaging.

Five Descriptive Words – Ask your client to give you five words that define or describe their company. This will give you an idea of how the company views itself and what corporate values it holds. It is also a good way of solidifying the client’s expectations of what will be conveyed in the Web site copy.

Call to Action – The call to action is one of the most important aspects of a Web site copywriting project. What action does the client want visitors to take after visiting the site? The call to action should be simple and direct, such as picking up the phone to “Call Now,” clicking on “Contact Us” to get more information, clicking a “Buy Now” button to purchase a product or filling out a short form and clicking “Submit” to download a white paper. Although it is sometimes necessary to offer multiple calls to action, whenever possible, offer a single directive. Too many choices can confuse the visitor, leading to the least desirable action: “Leave Now.”

Copywriter Confession: Although I don’t have a formalized form for taking a comprehensive Web Site Copy Brief, I recommend creating one, especially if you’re just starting your freelance copywriting career. Taking the time to define what information you need before writing can truly cut down on confusion and minimize the amount of time you spend revising your work. This, in turn, will highlight your professionalism and increase your possibility of repeat business!

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