WHAT IS WEBSITE WRITING?
As the term suggests, website writing encompasses everything related to developing the text (known as “copy”) for a website – from page headings to subheadings to sales copy to FAQs (frequently asked questions) and more. Professional website writers understand that users do not follow a single path when they use your site, and that a search might bring them to any page, so they make sure every page will have the strongest possible impact.
WHAT IS WEBSITE REWRITING?
Creating a website involves a great deal of time, effort, and money for companies and organizations. Often, by the time they’ve launched their new website, they’re exhausted. They know their new website will have to be updated – maybe even rewritten – at some point, but they’re in no hurry to go through the process again.
That’s not good, because companies operate in a constant state of change. Your organization is different from what it was five years ago, when you posted your new website. Unfortunately, your website hasn’t changed along with the company.
One day you notice that a page that once looked and sounded nice has become a little bit awkward. It’s no longer consistent with all the changes your company made. Before long,
you reach a point at which your website no longer reflects the current state of your business. Perhaps it emphasizes products and services you no longer offer, while neglecting what’s become your biggest source of revenue. Maybe you posted the most recent item to your “news” page two years ago. Or it could be that one page is written in paragraphs using your standard corporate voice, but another simply presents a list of bullet points.
The inconsistencies become even more common in situations where multiple people or departments have made updates to the site. Each uses their own language, voice, and tone. They may even refer to identical services by different names. Color, font choices, capitalization style – elements like these may vary from page to page. Do the people who visit your site notice the inconsistencies? Maybe not at a conscious level, but at the subconscious level where we make our initial and most honest judgments about others, they do.
Does failing to keep your site updated present any real dangers? You bet. A site that’s inconsistent or clearly out of date sends a clear message that your organization is unable or unwilling to keep up with change, or that you struggle to deliver the information visitors expect to see. Neither of those creates the impression you probably want to convey. Sadly, most organizations update their websites only every few years, and that becomes the sole opportunity they take to fix problems they’ve noticed.
That’s when it can be helpful to work with a website writer to have your site rewritten. The rewriting process begins when the website writer analyzes your current site and identifies potential problems and areas that may benefit from a rewrite. After you have an opportunity to review the web writer’s recommendations, you can ask them to proceed with the rewrite. Depending upon the size and scope of your website, the process may take a matter of days or possibly weeks.
WHY WOULD WE CHOOSE AN OUTSIDER TO REWRITE OUR WEBSITES?
Outsourcing website rewrites to professional website writers provides several clear benefits, including:
- Professional web writers specialize in writing, so they provide a higher-quality product. They know how to use language to present your messages in the most effective ways.
- Outside writers must develop a thorough understanding before presenting it to the outside world, so they’ll ask questions you and your team may not have considered. Those are likely to be many of the same questions your prospective customers might ask, so they can help you shape the most impactful messages.
- A professional web writer approaches the process and your company with fewer preconceived notions and internal assumptions about your product or service. They will bring more objectivity to the process and be better able to point out how your audience might not come away with the same impression of what you plan to say.
- Turning outside helps you make better use of your time. Even if you’re a skilled writer, it’s going to take longer for you to develop web copy than it would for a professional website writer. And what happens to the rest of your workload?
- You can be more objective. When an outsider writes under your direction, you have the opportunity to review and edit it without having to worry that your comments will reflect negatively on the person in the next office or department. And if someone else finds fault with it, you can deflect those criticisms.
- Ultimately, you get the credit. Even though you may not have done the actual work, you get the credit for it – along with the recognition that you made the best possible use of your time. That makes you look no less industrious, and a heck of a lot smarter!
DO WEB WRITERS HANDLE DESIGN SERVICES?
Some do, but most high-quality professional web writers focus exclusively on the writing portion of the project. That allows them to concentrate where their skills are strongest. Professional web writers will be happy to work with whoever designs your website. Skilled website writers know how to write with design in mind, structuring their website copy to have the greatest impact on readers while making the design process easier and more effective
DO WEB WRITERS PROVIDE SEO SERVICES?
Some do, but professional web writers like Scott Flood prefer to work with your own SEO (search engine optimization) consultant or standards. Few SEO experts offer identical advice, so when Scott Flood works with an organization to develop an SEO-friendly site, he’ll begin by discussing your SEO expectations and how to best implement your standards or recommendations.
WILL THE WEBSITE WRITER UNDERSTAND OUR COMPANY AND WHAT IT OFFERS?
Whether your expertise is in tax policy, microbiology, or logistics, a professional website writer from Indianapolis or anywhere will never know as much about it as you do – and that’s one situation in which ignorance is highly beneficial. To capture your message accurately and convincingly, the website writer needs to develop a solid understanding of the subject. That usually means asking a lot of questions to clarify points. Often, professionals and other leaders operate so deeply in their subject matter that they forget the outside world doesn’t use the same jargon or grasp elements as clearly. Part of the website writer’s role is bringing it to your audience’s level of understanding.
WHY USE SCOTT FLOOD AS A WEBSITE WRITER?
Scott Flood has been writing and rewriting websites for clients for several decades – working in a range of industries, including financial, professional services, healthcare, government, mental health, home services, economic development, and many others. He has helped companies and organizations communicate in the most effective way for their specific audiences. And while he’s based in Indianapolis, Scott Flood has written website projects for clients throughout the United States.
WHAT DOES WEBSITE WRITING & REWRITING COST?
Because every website writing or rewriting project involves different levels of complexity, varied formats and lengths, approval processes, and working arrangements, it’s impossible to set a standard rate that’s fair for both parties. However, here are some typical price ranges for website projects):
- Review of existing website $500-800
- Rewrite of existing 8-page website $800-1000
- Complete copy for new 8-page website $1200-1500
- Rewrite of existing 20-page website $1600-1750
- Complete copy for new 20-page website $2500-3000
Note: this pricing reflects single, one-time projects. When Scott Flood handles ongoing projects or multiple projects at once, he adjusts the pricing to reflect economies of scale.