Website Copy

MY ROLE

As the squad’s copywriter, I was responsible for writing content for the clients’ homepage and inner pages. I adopted a multi-step collaborative approach to every project:

  • Research – I reviewed the client’s voice and tone, key services, and unique selling proposition. I also looked at competitors’ websites and researched keywords to identify which ones to include in the copy.
  • Brainstorm – I met with my team of graphic designer, developer, and project manager to discuss our findings about the copy, design, and technical features.
  • Write – I wrote the website copy and my peers reviewed it for clarity, tone, and consistency. I also wrote meta descriptions and created a sitemap for the inner pages that align with SEO best practices.
  • Iterate – As a team, we adjusted the copy, images, and layout based on the client’s feedback.

CHALLENGES

  • Ambiguous feedback from clients makes it hard to revise the copy on the mockups.
  • Not getting feedback from clients delayed projects and created backlogs.
  • Clients don’t have a clear content strategy and goal for the website.

SOLUTIONS

When clients didn’t provide specific feedback, I provided some options for them to choose from. When clients don’t have a clear content strategy, I explained my approach to writing the copy along with the reasons to the project manager to pass along to the client.

OUTCOME

After we developed a new website for our clients, their Google rankings improved significantly and their web pages with targeted keywords are ranked higher on search results.


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