Early copy writers used stone tablets and chisels to convey thoughts and feelings. Crude, but effective for the time. 
Quills took the place of chisels, parchment and paper replaced stone. Less crude, about as effective.
Today, the tools for the web copywriter are electronic, and effectiveness can be measured with far more exactness than ever. Those tools include both the keyboard and the calculator.
Our process uses both in conducting a Content Evaluation Audit (CEA) of your web site.
Metrics tools such as Yahoo! Search Marketing to measure the number of searches conducted during the past 30 days that might have resulted in your site's rankings, among others, help determine the effectiveness of your chosen keywords. Page Critic is used to determine the density and prominence ratings of those keywords among a variety of search engines. Writing style, cadence, voice and point of view are analyzed within the context of your site's Most Desired Result (MDR) , as is each page's “call to action” clarity. The search engines are still your first audience, and a good web copywriter needs to optimize your site for a solid ranking, making sure keywords appear in all the right places.
These are all integral parts of our Content Evaluation Audit (CEA) . We'll conduct an interview and pose our standardized list of questions about you, your online business, and your thoughts on your website's performance during the past six months. Armed with this information, our CEA begins, and all measuring tools are employed in that protocol. The end result is a written report of the findings, the analysis of those findings, and a final section on action step recommendations.
Our CEA is an excellent means to obtain an objective second opinion on your web site content for a reasonable investment with quick turn around time. If a “one night stand” is your preference, this is a solid choice for you.
Metrics tools such as Yahoo! Search Marketing and Google Analytics to measure the number of searches conducted in the recent past, and search strings that have actually brought visitors to your site, are crucial in the initial analysis, and help determine the effectiveness of your chosen keywords. Other online resources are available to simulate search engine indexing and measure the effectiveness of links into your site (page rank tools). Writing style, cadence, voice and point of view are analyzed within the context of your site's Most Desired Result (MDR) , as is each page's “call to action” clarity. The search engines are still your first audience, and a good web copywriter needs to optimize your site for a solid ranking, making sure keywords appear in all the right places.
These are all integral parts of our Content Evaluation Audit (CEA) . We'll conduct an interview and pose our standardized list of questions about you, your online business, and your thoughts on your website's performance during the past six months. Armed with this information, our CEA begins, and all measuring tools are employed in that protocol. The end result is a written report of the findings in Executive Style Summary, including action step recommendations.
Our CEA is an excellent means to obtain an objective second opinion on your web site content for a reasonable investment with quick turn around time. If a “one night stand” is your preference, this is a solid choice for you.
If, however, you consider your web site to be a “work in progress” then you should consider ongoing web content creation services following your CEA . These can take the form of a content rewrite, or the development of an e-newsletter marketing campaign, or other ghostwriting services.
If it's been a while, longer than six months, since you've reviewed your web site's copy, it's time for that CEA checkup. Keyboard and calculator - - the indispensable tools of a Web Copywriter's trade. Let me tune up your web site.
