If you’re a freelancer, or even an agency, and you’re struggling with scope creep, frustrated clients, or timelines dragging on with your web development projects, the first thing you should look at is your process around copywriting.
The copy is one of those things that seems so simple. After all, it’s not like it’s coding or graphic design. But the truth is nothing derails a project faster than copy.
I’ve worked on grassroots websites and enterprise websites — I’ve worked with huge teams, agencies, and I’ve worked solo. Through all of these years, projects, and circumstances, copywriting has been the number one obstacle.
Why is copywriting so important?
Copy should be the core of the website. Copy is what browsers read to determine SEO. Copy is how the brand delivers its message. Copy is how a user is or is not persuaded to take action. Copy is a part of the UX/UI design.
A good copy strategy is the difference between a pretty website and an effective website.
Who should handle the copywriting?
The client is going to want you to just do everything and come to them for feedback and approval. However, for content to really be successful, it needs to be genuine, and it needs to be from them — passing it off is like having a stranger handle your online dating profile.
As the consultant you should advise your client on the SEO strategy, keyword focus, content length, type of language, and voice to use. But the actual writing should come from the client.
Why is copywriting such a big obstacle to project timelines?
There are several reasons copywriting becomes such a detriment to timelines and satisfaction. But the three main reasons break down like this:
1. Copywriting wasn’t accounted for in the original plan
2. You haven’t given the client the tools they need to succeed
3. A copy change down the road made an adverse domino effect
To properly account for copywriting in your planning, give your client the tools they need to succeed, and ensure…