If you think this post is not “deep” enough, cool your jets. But, if you are a newbie and do not know where to start, welcome to the content writing industry. It is chaotic and deeply rewarding!
Websites have crisp content so you will have to take those cartons of ideas and shrink them to fit a website. Yet, your content has to look drop dead gorgeous for the reader after all the pruning. On the other hand, E-commerce websites have exhaustive product descriptions —with infinite keywords—that you have to shoehorn till your fingers are crippled. Fear not, no matter what the type, you can always scribe!
Why pull your brains out to get some out-of-the-cranium-box inspiration? Instead, keep a digital notepad ready. These guidelines help all kinds of copy. The trick is to know where to start:
Step 1: Get the blueprint & prepare the dough
- Get rules on what and what not to include on the website.
- Get the tech-specs on products and services if necessary.
- Get specs on the content layout on each page: paragraphs, word count, sentence count, white space, pictures, headings, and subheadings. Better have the rough layout drawn for you so you get a sense of how your content will pan out.
- Get the wireframe from the UI/UX geeks.
- Get the keywords from the SEO nerds.
Step 2: Make the content meaty
- Search for top ranking websites in that niche and see how they have written their content
- Date the product— spy on it: know its bio- the industry it belongs to, the common jargons used in that industry, the benefits of the product, its make, and other features
- Write down your ideas for the descriptions and expand on them
- Write more about how it feels to use the product: pain points and advantages
Step 3: Garnish the content
- Organise all the content in headings, subheadings, and categories as you need
- Create a general repository of catchy words and quotes as you research
- Research more for quotes/idioms/catch-phrases/ easy-to-understand jargons/ quips on that particular niche
- Check out synonyms of words you have written just to know if you can substitute those words with more snazzy ones that look and sound good
- Keep your tone conversational, make your copy visually descriptive, and jazz it up with humour
- Edit, edit and edit till your soul begs for salvation
- Add pictures, videos and hyperlinks as necessary
Step 4: Serve and get served
- Create a mock-up of the page and see if the content fits well
- Show it to the client to verify if the copy is acceptable (take the praises and tomatoes like a boss!)
- Take notes on what has to be changed and improvise
So all you need to do is:
Research.write.groom. edit. repeat.