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Make the content - copy writing

Making the content - the difficult bit!
Content is very difficult to produce. Because meaningful content is difficult and time consuming, this presumably may be one reason why content rich sites are rewarded with better search engine placement in many cases.

We often get companies asking us to produce the site and suddenly realising that they actually have to provide us with text to go on the pages. The following information how we encourage our customers to provide useful text for their sites. See also useful sections / page types for your site.

Do you sell yourself online? - the process of getting that sale
Firstly establish what it is that you are trying to achieve. Are you trying to get a sale, repeat visitors, or get an enquiry? Once you have established what you are trying to achieve, you must as speedily as possible get the customer to the point of required response.

I find it useful advice to talk yourself through the sales process or task:

How would you sell yourself, your product or your site to a person you were talking to, rather than who was viewing the site?

In the case of non product based sites, how would you explain the site to them?

Click here for more in-depth advice on how to write the copy.

Write the text!
Just get on and write it all down without being overly critical and once you are done, print it out and start to re read the text. This can then often provide you with the basis for a whole site as sections of the process will become more obvious using this method.

Split into sections / pages
Once you have the text in front of you, splitting the process into sections (topics) and pages within these will reveal both the structure of the site necessary and also a path through to the desired result. It will give you information on how to persuade the customer to buy from you because you must remember that in order to be effective the process must lead the visitor through your pages and keep them interested, ultimately leading to the response.

Mark your printed notes with the sections and headings and any corrections and then use these notes to rearrange the text on your screen within the headings for the page, add in corrections, notes etc.. You can then re print this and further reorganise, add in further notes or sections as you wish. At this stage the structure of the site will have become more obvious to you.

Start to make the pages
When I begin splitting this up into pages for a site I find it useful to place the text into my html editor and start to save the whole page as the new section names and work my way down the sections, saving as I go a page for each section. I then work back through these saved pages, deleting information relevant to other sections and keeping the relevant text. If these pages are still too large I will repeat the process again with the section pages, producing pages off these.

Page names - keep it logical
Keep the page names logical and you will then be able to pick these pages up and link them together. For instance, this pages is 'content-copy-writing.html'. All the pages in this section are also held in a folder called web-design-tips. This aids the designers in linking between pages. Imagine if you are the designer producing a page and you want to make a link for someone to follow to this article, you just browse to web-design-tips and find content-copy-writing.html - simple!




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