Digital copywriters produce copy for a wide range of clients in different formats for all kinds of online channels like search engine marketing (SEM), social media, websites, banners and much more.
So if you plan to work with a digital copywriter, it’s important to create your objectives first and then choose the channels that you want your copy for.
Here are 5 tips to help you find a good digital marketing copywriter:
1. Work with a brief
Always work with a brief and be clear with the copywriter what the expectations are and what the copy is to achieve. The copywriting brief should include details of who the target market is, where the copy is to be used – is it for the website, social platforms, banners etc – how many words are required and what the objectives are.
A brief also helps the copywriter to have a reference document that covers all key areas and will eliminate many back and forth emails and phone calls.
Most importantly, the digital copywriter should understand the audience they are writing for and then develop a tone and style that matches the brand and resonates with the prospects.
2. Pay Per Click (PPC) Advertising Copy
More copywriters are offering PPC copywriting services because of the increase in advertisers on platforms like Google Adwords and Bing Ads. However, writing PPC text ads is very different from writing website copy where there is more space to put across your messages and highlight the full range of services available.
With PPC copy you only have 105 characters to play with including spaces – 25 for the headline and 35 characters for each description line. So, it’s important that the ads are highly focused and include only one big benefit and incentive to get prospects to click. Also, ads should have a good call to action and should avoid talking about features and focus more on benefits.
3. SEO Website Copy
Most copywriters focus on writing copy for websites especially if it’s for search engine optimisation (SEO) purposes – to rank sites higher in the organic search results. With the intense competition for the attention of website visitors, website copy should be of the highest quality and should include the keywords that your website needs to ranks for – with a keyword density between 3 and 5%.
Website copy should be written for:
• Title tags – this is the first thing people see in the search results
• Description meta tag – this is the second most important element in search engine results (SERPS)
• H1 tag – the main title of the landing page which should include the main keyword
• H2, H3 etc tags – these are subsequent headings which should include secondary keywords
• Body copy – the bulk of the website content which should ideally have a minimum of 300 words, include a call to action and the keywords included at a density between 3-5%.
There are many other website copywriting elements including product pages for an ecommerce store, corporate text etc.
Digital copywriting rates differ, with some copywriters charging per word, some charging per hour and still others charging per page. It all depends on the type of writing required, the volume of work and where it is to be used.
5. Copy style
Every writer has a unique writing style and that’s true for copywriters too and some are able to adapt theirs to suit the project at hand. However, you should check their previous work to ensure that it fits with what you require.
Need help producing targeted copy that speaks to your customers and leads to greater sales for your business? Contact me to discuss your requirements and to find out how I can help you create top-notch digital copy.