Web content

Board member bios. Why so dry?

19th September 2018 | Posted in Branding, Editing, Web content, Website

When I wrote my book on B2B copywriting, I devoted a section to writing for websites. Content for websites, said I, should be in line with the tone of voice determined by the company. In many cases that means professional, approachable and easy to consume. The one exception is the page of bios for the […]

I’ve written a book. A short book. About the value of copywriting.

2nd July 2018 | Posted in book, Branding, Marketing communications, Web content

Why did I write a book? Celebrity? Gosh, no thanks. Lifelong ambition? Nope. They say there’s a book in everyone. I think maybe Barbara Cartland got mine. Money. Not yet but I’m open to offers. Publicity for my copywriting business? I confess. That’s why. The end. Or not. Let me explain a little more. As […]

Extrovert or introvert copy. What’s best?

8th May 2018 | Posted in Marketing communications, Web content

Today I took a quiz to determine whether I’m an extrovert or introvert (not that there’s much doubt about the answer). Not one of those daft click-bait quizzes, but one created by organisational psychologist Adam Grant. It was actually the description of the ambivert that caught my attention and left me wondering whether copy can […]

Going with the flow – copywriting that gets your reader from start to finish

28th August 2014 | Posted in Web content

A quick five tips for you to help you write words that ease your readers through your content right through from the introduction to moving to the next step in the customer journey. 1. Tell a story. Story-telling for brands is high profile right now. But everything we write about our company and our products and […]

How we make our clients’ content work harder

28th May 2013 | Posted in Web content

We’ve been working with a couple of clients recently who have written their own draft web content and just wanted it checked over for spelling and grammar. This is the choice we’ve offered them: a. We will do exactly what they ask. It will take an hour and that’s what we will charge for. b. […]

Case study: Fast web content for a newly merged company

24th September 2012 | Posted in Web content

Here’s the story of a successful copywriting project just completed where speed and knowledge of the industry were vital. The challenge Two service companies had merged and needed to tell the world about their new combined offering. The criteria The requirement was constantly evolving. Working with a new, exciting marketing communications agency, we started on […]

What you need to check on your web copy

28th August 2012 | Posted in Web content

There are still plenty of people in the world who will think less of you and your business if your web site doesn’t read well. So here are a few things to check before you press publish – and again after you have. Are you a “we” or an “I”? Tricky one for anyone who’s […]

A short list. Why brochures don’t work as web copy.

5th May 2011 | Posted in Web content

Deep sighs whenever the clients say they want to use our carefully-crafted brochure copy on their web site. I know it saves them money, but this is why it’s wrong. In a brochure you start at the beginning by showing your understanding of the industry and empathising with the business needs. On the web you […]

Want visitors to actually read your web page?

29th September 2010 | Posted in Web content

Text still rules when it comes to attracting attention. Big headlines, short paragraphs and smaller fonts for full content could be the key to keeping readers interested right to the bottom of the page. One of my favourite content gurus, Gerry McGovern, has recently picked up on some Eyeball research about what people look at […]

Creating web content that supports direct mail

2nd September 2009 | Posted in Web content

When you invite your potential customer to visit your web site for further information, what are you actually offering as content on your site? Are you providing a special landing page, or even a micro site, that is dedicated to drawing the customer further along the purchasing process? Are you truly offering “more information”? To […]

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