How to… choose a copywriter

Choosing a copywriter is a delicate business. You’re trusting this person to represent you – to translate your initial ideas into sparkling prose, with more than a pinch of marketing savvy.

So, how do you know if a copywriter is the one for you? Well, initially, you probably don’t. But you can look about for some clues…

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Writing for SEO

I’m often asked whether I can write for SEO. SEO, or Search Engine Optimisation to give it its full title, is the latest trend. Everyone will tell you that you won’t get your site found without it, and people spend hundreds — if not thousands — of pounds to ensure that they come within the first page of a search engine’s results.

But while it’s true that your website should be structured in a way that makes it easy for both spiders and humans to gather information — pages properly labelled, title tags and alt tags in place — I’m going to stick my neck out and say that copywriting for SEO is a bit of a fuss over nothing.

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How to… brief a copywriter

If you’ve never briefed a copywriter before, don’t panic! It’s nothing to worry about: your brief is just the instructions and information your copywriter needs to understand who they are speaking to and what needs to be achieved.

Your copywriter may have little or no experience of your industry… but this can be an advantage! It means that your copy will be jargon-free and accessible to anyone – particularly new clients, who may not be familiar with your industry’s lingo.

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