Interesting discussion regarding copywriting for the web here on Dave Naylor’s site.
We know from experience that getting content from clients can be like getting blood from the proverbial stone. Sometimes swathes of pages that were once thought essential get culled at the last moment as no one knows what to write on them. News pages get stagnant, with the only post being “Welcome to our new website – December 2003.”
I think some of the lessons that can be learned are as follows:
1) Don’t see it as something for you to do “when you get a moment”. Don’t rush it. If you are busy running your business, then get expert help to write your copy.
2) Think about the keywords you are targeting. Are they covered by your content? If not then how do you expect Google to find you for those keywords?
3) Keep it up to date! Build web publishing into the fabric of your business and reap the rewards.
