Whether it’s copy for a landing page or a banner ad, writing goal-oriented copy can be a daunting task, even for the most experienced copywriters. Like website design, opinions about copy are not only subjective, but also plentiful. Likewise, both departments can benefit from a plan of attack and some best practices.
Schedule a time to chat with stakeholders to clearly define the objectives of the writing assignment. Is the website copy’s intent to build trust, with nothing to immediately sell? Or is it to convert visitors into subscribers? If you don’t know the answer, find out before one word is typed. In the same conversation, find out who your audience is. Gather demographics and any other available site data. [read]