What Does A Web Copywriter Do?
Updated: Jul 10, 2023
Understanding the Role of a Web Copywriter
A web copywriter creates engaging, persuasive, and SEO-friendly content for websites and a range of digital media, this involves more than just writing well - it requires a deep understanding of digital marketing strategies, SEO, and user experience design.
The Versatile Web Copywriter
Web copywriters can work on a variety of online content, from website copy and blog posts to social media updates, product descriptions, and email marketing campaigns. Their primary goal is to craft compelling content that motivates readers to take a specific action - be it subscribing to a newsletter, buying a product, or sharing a post. For example, when writing product descriptions for an e-commerce website, a web copywriter wouldn't merely list the product's features, they would highlight the benefits, solve potential customer objections, and end with a compelling call to action.
The SEO Angle
A significant aspect of a web copywriter's job is understanding and implementing SEO (Search Engine Optimization) principles. SEO is a strategy to improve a website's visibility on search engine result pages.
An SEO-savvy web copywriter will strategically include relevant keywords in the content, ensuring it's picked up by search engines and thus increases the website's visibility. For example, if a copywriter is creating a blog post for a fitness brand about “High-intensity interval training,” they would strategically include relevant keywords such as "HIIT workouts," "benefits of HIIT," and "HIIT exercises" to enhance the content's search engine rankings.
Crafting User-Friendly Content
A web copywriter must consider the user experience when crafting content. This means creating content that is not just engaging and persuasive, but also easy to read and navigate. For example, a web copywriter would structure a blog post with clear headings, subheadings, bullet points, and short paragraphs to enhance readability. They would also strategically place links to other relevant content on the website, encouraging readers to explore further and spend more time on the site.
Collaborating and Strategizing
Web copywriters often collaborate with web designers, SEO specialists, and marketing teams to ensure the copy aligns with the overall brand messaging and marketing objectives. They contribute to content strategies, suggest ideas for new content, and provide insights on how to improve existing content based on analytics.
How Much Do Web Copywriters Charge?
Web copywriter rates can vary widely based on several factors, such as the copywriter's experience and expertise, the complexity of the project, and the client's budget.
Per Word or Per Hour
Some web copywriters charge on a per-word or per-hour basis. Per-word rates can range from as low as $0.10 to as high as $1.00 (1p - 80p) per word, depending on the copywriter's experience and the project's complexity. Hourly rates can also vary significantly, novice writers may charge around $20 per hour, while more experienced writers might charge $70 (£15 - £55) per hour or more.
Many web copywriters prefer to charge per project. This model allows them to account for all aspects of the project, including research, writing, editing, and revisions. Project rates can range from a few hundred to several thousand dollars / pounds, depending on the project's scope and complexity. For instance, writing a simple blog post may cost around $100-$500 (£80 - £390), while creating all the copy for a new website might cost $2000-$5000 (£1600 - £4,000) or more.
Some businesses and copywriters agree on retainer contracts, where the writer is paid a set fee monthly or quarterly for a defined set of services. This model is beneficial for businesses needing consistent content over a period and provides a predictable income for the writer.
Web Copywriting FAQs
What is a web copywriter?
A web copywriter is a professional writer who specializes in creating content for online platforms. This includes writing web page content, blog posts, social media posts, email newsletters, and other online materials. They focus on crafting engaging, SEO-friendly copy that drives action from readers.
How can a web copywriter benefit my business?
What does SEO copywriting mean?
What's the difference between a web copywriter and a content writer?
Can a web copywriter help improve my website's SEO?
Thinking About Writing Your Own Website Content? Here Are Some Helpful Tips
Understand Your Audience
Knowing your audience is the first step in creating compelling content. Understanding their preferences, needs, and challenges helps you craft content that speaks directly to them. Use demographics, psychographics, and user behavior data to create detailed buyer personas.
The headline is often the first thing people see, and it can make the difference between someone clicking on your content or passing it by. Make sure your headlines are catchy, relevant, and accurately represent the content.
Online readers tend to skim content, so make sure your writing is easy to read. Use clear, concise sentences and paragraphs. Break up content with subheadings, bulleted or numbered lists, and graphics. Include white space to make your content easier on the eyes.
Use SEO Strategies
Optimizing your content for search engines helps it rank higher in search results, increasing visibility. Use relevant keywords, but avoid keyword stuffing. Make use of meta descriptions, alt tags, and headers. Also, keep up-to-date with the latest SEO trends and algorithm changes.
Craft Compelling Calls to Action (CTAs)
Every piece of content should have a purpose, whether it's to get the reader to sign up for a newsletter, buy a product, or share the content on social media. Clear and compelling CTAs guide readers on what to do next.
Use Authentic, Original Content
Duplication or plagiarism not only damages your reputation but can also result in penalties from search engines. Always ensure that your content is original and offers unique value to your audience.
Images, videos, infographics, and other visual elements can make your content more engaging and can often convey information more effectively than text alone.
Test and Revise
The work doesn't stop once the content is live. Use analytics to see how well your content is performing. Are people clicking on it? Are they staying on the page? Are they taking the desired action? Use this information to make improvements.
Keep Content Fresh and Updated
Outdated content can hurt your search engine rankings and your credibility. Regularly review your content and update it as needed.
Thinking About Hiring A Content Writer For Your Website?
Web content writers create compelling, SEO-optimized, user-friendly online content that drives action and engagement. They blend the art of persuasive writing with the science of digital marketing strategies to help businesses connect with their online audiences effectively. In an era where our online presence defines our reach and influence, the role of a web copywriter is vital - with their skills and creativity, they have the power to shape a brand's digital narrative and steer its online success.
Hausman Graphics is a certified Wix Partner and creates stunning websites for businesses in the UK, USA and beyond. If you are looking for a new website, a fresh look for your current website, or are seeking to improve your performance on Google, contact us today and let's get started. Or if you'd like to learn a little more first, read our recent feature in The Drum.