“I’ve had a really good year and I think it’s got a lot to do with my new website. I’m going to the States in February to lecture US speechwriters on humorous speechwriting, and that came through my website. I’ve been profiled in the Times, I’ve been on the Six O’Clock news, I’ve also been interviewed by the Evening Standard as an expert.”
Brian Jenner, speechwriter
Website copywriting
Website copy that communicates with clarity and impact
Great Web copy must be succinct. It needs to be free from jargon. It should cater for the widest of audiences. It must deliver the goods quickly. It also needs to be accessible: more direct, conversational and less austere.
The Web has, in many ways, turned marketing communications on its head. Visitors to your site don’t want to be bogged down in hyperbole and inflated ‘marketing speak’. They want to find specific and relevant information quickly and easily.
We write copy which is engaging and structured to be read on the Web easily: copy which gets people’s attention; copy which gets the point across; copy which gets results.
Types of website copy that we produce include:
- blogs (often ‘ghost-written’ for others).
- case studies.
- electronic brochures.
- help documents and frequently asked questions.
- magazine and newsletter articles.
- positioning pages for products and services.
- press releases and news stories.
Website copy that works for search engines and people
Your site has two key audiences: people and search engines. When creating copy for a website, they both have slightly different needs – people want information fast, and search engines need enough text (with the right keyword density) to be able to index the page properly. Our website copy works hard to meet the needs of both audiences, without compromising either.
Structuring pages to communicate faster and convey more meaning
Great website copy isn’t just excellent prose – it should be broken down visually, using headings, bullets and links to enable people to scan the page quickly. (Research shows that people don’t initially read pages from end-to-end, they scan them to locate key information, usually in less than a second, before delving deeper. Search engines also respond well to this kind of page structure – which conveys more context and meaning than paragraphs of text alone.)