If you’re new to Copywriting Land, you might be wondering what the difference is between a copywriter vs copy editor. I got you!
But first, a disclaimer. For this post, I’m talking about copy editors who work for brands/companies rather than publishing houses or the media. While there’s overlap, a copy editor working for a brand is biased by the fact they work for a company. So that’s a biggie and something you should remember as you read through what I have to say below.
(BTW: Do you learn better by watching a video? Jump to the end for my video on this topic.)
Copywriter vs Copy Editor: One writes the words. The other makes them shine.
As a copywriter, you’re tasked with getting the words down on paper and pixels.
You’ll be writing things like . . .
Blog posts
White papers
Social media posts
Website copy
Ebooks
Video scripts
When it comes to digital marketing, the list is seemingly endless.
A copy editor, on the other hand, will revise a writer’s words for the following:
Clarity, quality, and consistency
Grammar and punctuation
Overall alignment with the brand voice
Overall alignment with the brand messaging
Alignment with an in-house style guide and other relevant style guides (AP, Chicago, etc.)
Copy editors won’t typically rewrite a piece of content. They’ll lob it back to the writer with their requests for more significant edits.
How they communicate with writers will vary. Some might track their comments in Word. Others might email. Some will get on a call. I find that most copy editors prefer sticking to the source material and making edits and comments on the doc itself.
Copywriter vs Copy Editor: How are they the same? How are they different?
Here are some ways they’re the same:
They both care about the final piece.
They both care about writing, conveying a message, and communicating clearly.
While both tend to be detail-oriented, copy editors will almost always win that battle, hands down. I’m a fast writer. I get things down. Good editing is all about slowing down and taking a breath.
Here are some ways they’re different.
Copy editors are usually less concerned with results. The copywriter’s job is to create something that resonates with the target audience and gets them to act. The copy editor’s job is to ensure the message is clear, on brand, and punctuated correctly.
Copywriters are usually more familiar with the nuts and bolts of digital marketing. Good copy editors, especially today, must have a basic understanding, but good copywriters must be immersed.
Good editors have a damn fine nose for bullshit.
Copy editors don’t typically fact-check, but this can vary. They might ping the writer if there’s a glaring error—or something that doesn’t make sense. But they’re counting on you, the copywriter, to get the facts right, to use good sources, and to provide proper attribution.
I wouldn’t be surprised if more copy editors run copy through plagiarism checkers. And I won’t be surprised if they soon run copy through AI detectors.
They can’t always prove when a writer makes something up. But they can smell it. There’s a great scene from Season 5 of my all-time favorite show—The Wire—where Gus, the managing editor of a Baltimore newspaper, knows that one of the writers on staff is making stuff up, even though he can’t prove it.
All copywriters need copy editors.
Including me! My copy for clients always has several eyes on it. It might not always be a professional editor, although sometimes it is. Even though I’ve been writing professionally for over twenty years, I still need that gut check, that person who’s a little more objective and can correct my messes and save me from myself.
A good editor-writer relationship can be magical.
An analogy I like to use? Think of a good football coach and quarterback. A coach’s job is to help the QB be the best he can be by leaning into strengths and correcting weaknesses. The editor’s job is to see a writer’s strengths and weaknesses and help the writer adjust for both so the writer can perform their best.
Got a Question for the Copy Bitch?
That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2023-05-23 07:00:422023-05-19 18:48:14Copywriter vs Copy Editor: What’s the Difference?
We can’t discuss email marketing without discussing email subject lines. They are a critical component of a campaign’s success or failure. (And some would argue they’re the most critical component.) Below, I’ll be getting into examples of time-sensitive email subject lines.
I highly recommend the tool since it will give you a score, show you where you get dinged, and offer other variations to consider.
When it comes to email subject line best practices, the big ones you have to keep in mind are length and tone.
For length, the rule of thumb as I’m writing this now in 2023 is to aim for fewer than 60 characters and no more than eight or nine words.
For tone . . . I wish I could tell you there’s one winning formula. There isn’t. Action-oriented words and verbs tend to work. Clever copy can work, even with businesses you might not expect. But straightforward can work as well. Both b2b and b2c audiences have gotten used to emojis. (Remember, in both cases, a human is receiving your emails, so this isn’t a surprise.) But where you place the emoji can matter. Putting them at the beginning of your subject line rather than the end can have a positive impact.
For now, though, let’s discuss time-sensitive email subject lines.
If something is truly time-sensitive, you’ll want to make sure you’re being super clear. Experiment with words like . . .
Hurry
Time’s running out
Last chance
Don’t miss out
Final call
Emojis to experiment with include:
Hourglass emoji
Clock emoji
Wide eyes
Worried face/surprised face
You get the idea. And I’m riffing here. When you sit down to write email subject lines, you begin like you would any other piece of content. Who’s the audience? What do you want them to do (besides open the email)? Why should they open this email? What’s in it for them? Why should they care? Why does this matter? WHAT’S THE MEANING OF LIFE?
And then encapsulate all of that in fewer than 60 characters.
Fun challenge, right?
Let’s turn it over to me on Zoom below, where I’ll share my screen so I can . . .
Review five time-sensitive email subject lines plucked straight from my inbox
Show you how to use SubjectLine.com
Use SubjectLine.com to audit a couple of my subject email lines for a client
One of my favorite types of writing is “about” page copywriting. You’ve likely come across this on a brand’s website or a person’s website. Other words and phrases to describe this page include:
Our Story
Company Story
About Me
My Story
You get the idea. The reason I love it so much? Because of the storytelling nature of this page and because it’s (mostly) not marketing copy. You can have fun on a company story page. You can be clever. You can just take a breath and be REAL.
I’d argue you should always aim to be real in your copywriting. But not all businesses see it that way.
What are the main features of “about” page copywriting?
Remember, when it comes to copywriting, you must always think about who you’re writing for. So if a visitor to your website were to click over to your client’s “About Us” page, what do you think they’d want to know? The answer will vary depending on the business and industry. But you’ll want to make sure you’re covering what your audience is looking for.
At a minimum, you’ll likely want to talk about the organization’s history (for example, why was it founded?), the key people behind the business, and the company’s mission and values.
Is the “about” page just one page?
Not necessarily. The size of the site and the business itself will dictate your approach to this page. A solopreneur who’s been in business for five years might opt for a simple “My Story” page. A business that’s been around for fifty years and has offices throughout the world might opt for a more robust “Our Company” section that includes separate pages for things like . . .
History
Mission statement/values
Management Team
Careers
What are some examples of great b2c and b2b About page copywriting?
So glad you asked! Check out the video below where I walk through and discuss the “About” pages for various brands (including two that I wrote).
That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.
Giving your freelance copywriter a copywriting “brief” is an excellent way to make sure your project goes smoothly from the get-go.
But what is a copywriting brief anyway?
Who develops the copywriting brief?
Why is a creative brief necessary?
How to write a creative brief?
Where can you find a good copywriting brief template?
I’ll address these questions below. You can also download the copywriting brief template I created (the link opens a PDF). Feel free to use it “as is” or refine it further for your copywriting projects.
Note: If you’re a copywriter, you can still get a lot out of this blog post. Download the copywriting brief template and ask clients to fill it out. Also, I’m using the words “copywriting brief” and “creative brief” interchangeably. And be sure to check out the post I write for YOU: 10 Questions to Ask Prospective Clients.
And if you’d prefer a video on this topic, I got you covered. Scroll to the end to watch.
What is a copywriting brief?
A copywriting brief is a one- to two-page document that summarizes details about your company, your target audience, the project, and your timeline. Occasionally, people will refer to the copywriting brief as a “creative brief,” since it will likely address things beyond writing, like design.
This summary ensures everyone is on the same proverbial page since the brief outlines goals, deliverables, and timelines, as well as info about the messaging, target audience, CTA, and brand guidelines.
Who develops the copywriting brief or creative brief?
You, the client, should develop the copywriting brief. You know your project, the goals, and other relevant details.
If you’re a freelance copywriter who’s working with a business, you can request a creative brief. If they haven’t created one, hand them a version of this copywriting brief template (the link opens a PDF) and ask them to complete it.
Why do you need a creative brief?
Developing a creative brief is an excellent exercise for you and your team since it forces everyone to carefully think through the project. You must make sure everyone on your end agrees with the project goals, messaging, etc. Ironing out all these details internally before consulting with a copywriter (or graphic designer) saves everyone time.
That said, a creative brief is meant to be a fluid guide. Once the copywriter reviews the brief, they will likely have further questions and possibly suggestions that might require refining the brief further. This is a good thing. A skilled copywriter brings more to the table than simply sparkling prose.
What should you include in your copywriting brief?
There’s no right or wrong way to create a copywriting brief. The goal is to create a comprehensive overview of the project. Again, think one to two pages, max. You’re answering three basic questions: Who are you, what’s your project, and what are you looking for from the writer?
At its most basic, you’ll want to include the following:
Company Snapshot. You’ll provide a short paragraph or two about your company, including info about your audience. Think slightly longer than an elevator pitch. The writer is looking for a snippet, not the whole story. (The writer can review the website to learn more.)
Project overview. This is where you get into the nitty-gritty of the project itself, but also your expectations regarding messaging, tone, and do’s and don’ts.
Related assets. Keep the copywriting brief short (one to two pages). For supporting docs, link to them. (For example, you can upload a mockup for a new landing page to Google docs and link directly to it within the copywriting brief.) Things you might link to . . .
Brand guidelines
Style guideline
Legal language/requirements
Mockups
Imagery
Buyer personas
Messaging docs
Wireframes
Keyword research
Timeline.Here, you’ll outline when you want the first draft, revisions, and other deadlines.
You’re free to expand as you see fit and as your project requires. But try to keep the brief concise—no more than one to two pages.
How to write a creative brief: Let’s see one in action.
Let’s pretend you’re an education company in the beauty and wellness space. You’re making one of your popular online courses free for an upcoming industry “awareness” week. You want a landing page promoting the week and the free course.
Here’s how your copywriting brief might look.
COMPANY SNAPSHOT
We’re a beauty and wellness education company that produces course materials for cosmetology programs across the U.S. Our primary client is school owners and directors of education in beauty schools. Our secondary audience is licensed professionals who seek continuing education directly through our website where we sell e-learning courses, webinars, and digital guides.
PROJECT OVERVIEW
We’re making our popular online course, Beautiful You, free during this upcoming awareness week about inclusivity in the beauty industry. We need a writer to develop copy for a landing page that’s promoting this awareness week and the free course. The goal is to get as many beauty pros as possible to register for the free course during the awareness week and complete the course before the end of the month. We have a mockup for the landing page, which we’ll link to below. While this page is for beauty pros and students who can directly register for the course, we’re also asking our partner schools to promote this offering via their social channels.
We need copy for the following sections on the landing page:
Brief intro/info
CTA: (“Enough talking–I’m ready to act”)
More details: What this is, why we’re doing it, information on the content (how long it is, etc.)
Logo and other assets
Giveaway: People need to complete the course by the end of the month. They’ll get a digital certificate that they should share on Instagram and tag us. Anyone who does that will be entered to win a $500 gift card giveaway.
About Us
CTA leading to the course page
Our tone is friendly, helpful, and encouraging.
RELATED ASSETS
Here’s a link to the course page, the mockup of the new landing page, and a similar page we did last year for a different awareness week.
You’ll also find our brand book and style guidelines in Basecamp, which we’ll give you access to.
Our team will handle the legal fine print for the giveaway.
TIMELINE
We’d like a first draft by June 15.
We’ll deliver revision requests within three business days.
From there, we’d need the final copy by June 30.
When it comes to writing a creative brief, don’t overthink it too much.
The creative brief doesn’t need to be some long drawn-out project of its own. Your goal with a creative brief is to answer the following questions:
Who are you?
Who is your target audience?
What is the project?
What related assets are available (e.g., buyer personas, messaging docs, wireframes)
What is the timeline?
Effectively answer those questions, and you’ll set up the copywriter for maximum success.
Hopefully, you had a chance to read my article on blog best practices. (If not, I’ll wait. :)) Today, we’re going to discuss how to structure a blog post for SEO (search engine optimization).
I recommend watching the video I recorded (embedded at the end) because I share my screen and walk you through one of my blog posts. Methinks it will help to see the different pieces in action.
But here’s a brief overview of how to structure a blog for SEO.
First, make sure you have an engaging topic.
This involves understanding your client’s target audience and their “pain points,” as we like to say. What questions do they have? What problems are they trying to solve? What do they plug into Google when researching solutions to their problems?
Then, do keyword research to find the best keyword phrase to focus on.
Create a “compelling” title that includes the keyword phrase.
Keep in mind that what’s “compelling” is relative. Your title needs to be effective. An effective title compels a person to click. Check out the title of this post. My focus keyword phrase is “how to structure a blog post for SEO.” That probably doesn’t sound like a “compelling” title to most people. But for new copywriters interested in learning how to write optimized blog posts, the title will likely resonate with them.
Have a clear introduction that includes the keyword phrase.
You also need to situate the reader for what’s ahead. I often outline (in a bulleted list) what I’m going to discuss. My blog post on “What is a primary source” can show you what I mean about including an outline of what you plan on discussing.
Use the keyword phrase in headlines/sub-headlines if it makes sense.
Don’t stuff in the keyword phrase simply to include it. You don’t want to come across as spammy.
Use the keyword phrase naturally throughout the copy.
Don’t worry about so-called keyword density. (And share that link with anyone who tells you it’s still a thing.) Google is smart. Again, you don’t need to stuff the phrase into the copy.
Use synonyms for the keyword phrase. Because, again, Google is smart.
Write for people first, search engines second. Your goal is to write helpful, high-quality content that will satisfy the reader who landed on your blog post via search. How you format your content will depend on the topic. Maybe you set up the content in a question-and-answer format. Maybe it’s a checklist. Or maybe it’s more like a case study with a problem/solution/results format. Let the topic guide the flow.
Make sure your copy is punctuated correctly and grammatically correct.
Link to relevant internal content. Don’t be afraid of linking to reputable external content, either.
Don’t link words like “Click here” or “read.” Instead, the anchor text should make it clear what you’re linking to. This helps readers AND Google.
So, to recap: Are you writing for people first, search engines second, and using the keyword phrase naturally throughout the copy to create a well-written, helpful article that resonates with your client’s target audience?
If so, congrats! You’ve learned how to structure a blog post for SEO.
Got a Question for the Copy Bitch?
That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2023-05-20 15:10:152023-05-20 15:04:15How to Structure a Blog Post for SEO [Guide for New Writers]
Hello, writers! If you’ve landed here, you’re likely thinking about getting into copywriting or you’ve heard about this copywriting “thing.” And you’re probably like, What is copywriting? Why is copywriting important?
So let’s discuss! (If you prefer watching/listening, check out my video at the end.)
What is copywriting?
I’m all about keeping things simple. At its simplest, copywriting is any writing that sells a product, service, or a cause.
Copywriters are the folks who write the words that help sell a product, service, or a cause.
Synonyms include content writers and content marketers.
Oh, I can hear the cranky critics already! “No, Robyn. Content writers don’t sell. They’re about building engagement and enthusiasm!”
But here’s the thing: If a brand hires a content writer to build engagement, what’s the reason behind that? To simply have engaged people floating around? Or to have engaged people who will hopefully buy from the business?
It’s the latter.
And sure: Content writers might be focused more on (jargon alert!) top-of-the-funnel content. But those words the content writer creates are critical to the overall goal, which is to sell a product, service, or a cause.
Why is copywriting important?
As I like to say, content makes the business world go round. Businesses need words that will inspire people to take action.
They need the words on their
Website
Social media platforms
YouTube videos
Print ads
Radio and TV spots
Emails
Shopping cart messages if you’re in e-commerce
Invoice messaging
Sales letters
Brochures
And that’s just the beginning of a long list of content needs.
Not just any old words will do, either.
The words need to speak to the target audience.
The words need to be clear, yet compelling. Maybe a little fun. Maybe a little saucy. Maybe a little serious, depending on the brand.
The words need to be optimized for search.
Ultimately, words matter. How you say something affects other people, for better or worse. And how you say something one way might have one effect. Say it another way, and it will have another effect.
Sometimes swapping in a different word on the call-to-action button can have an amazing effect on the click-through rate. No one knows exactly why one word might work better than another . . . we just know that, through A/B testing, it does, and it can.
Bottom line: Copywriting is a critical component in a brand’s overall marketing strategy.
Why is copywriting important if AI like ChatGPT and Bard can do the same thing?
Ah, but can ChatGPT and Bard do copywriting well? And by “well,” I mean in a way that’s moving, engaging, and compelling.
I haven’t seen evidence (yet) that generative AI has achieved this ability. It can certainly write a term paper on the themes of Romeo & Juliet (and do so in a generic-sounding voice). But even with training, I haven’t seen AI capture a brand’s voice consistently (if at all, really). This could change, of course. And possibly quickly.
But I still think there’s a place for human copywriters.
I asked Bard about this the other day. Here’s what he wrote back . . .
Got a Question for the Copy Bitch?
That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2023-05-20 07:00:102023-05-13 17:35:23Why is Copywriting Important?
Figuring out what to charge for copywriting can be one of the most confounding things for new copywriters and veterans alike. You want to get paid well. You want to be fair to the client. Or at least, I’m assuming you want both of those things. 🙂 I have another blog post (video included) on how to charge for your copywriting services. But today, I’m going to discuss something super specific: how much to charge for copywriting a website.
BTW: If you learn better by watching a video, I got you. Jump to the end where I’ve embedded a video on this topic.
How Much to Charge for Copywriting a Website: Don’t Underestimate Your Value
Let’s discuss the value you’re delivering when you write website content. (For the purpose of this exercise, I’m going to assume that you know how to do SEO copywriting. If not, go learn that first. Then, come back here.)
A website is a company’s virtual storefront that’s open 24/7. Good websites will . . .
Draw in targeted traffic.
Turn that targeted traffic into leads.
Keep the leads engaged and guide them through the buying journey.
Websites are critical to the success of so many businesses.
So when you’re tapped to write a website, it’s a big deal.
Talented SEO copywriters bring a ton of value to a website project.
As an SEO website copywriter, you’re tasked with making sure the messaging and branding are consistent page-to-page while keeping the user experience and search engine optimization top of mind.
Doing a kick-ass job with SEO copywriting involves . . .
Digging deep into the client’s business and their industry
Making sure you thoroughly understand the client’s audience
Reviewing your client’s competitors
Analyzing the existing site—what pages work, what pages don’t work, what messaging resonates, etc.
You do all that before you put finger to keyboard.
Then, you need to figure out the framework for the site.
You need to do keyword research.
You’ll likely develop messaging concepts for the client to review.
Again, this ALL happens before you write any website copy.
Once all of the above is done . . . THEN you start working on the copy.
Bottom line: Websites are A LOT of work.
This brings me to the approach that I DON’T recommend when trying to figure out how much to charge for copywriting a website: hourly rates.
No one likes hourly rates. Intuitively, clients might “get” it, but their psyches won’t. They’ll fixate on how long something is taking. Or they’ll question whether something really needs to take you three hours or six hours. They’ll end up losing sight of the value you’re delivering. And invoices will always be nerve-wracking to deliver because you’ll never know what sort of response you’re going to get.
That’s a crappy way to work.
Hourly rates suck for writers, too. You’re going to put pressure on yourself. There will be days when you’re crushing it because you’re in the zone and churning out awesome copy quickly. Should you make less just because you’ve gotten faster? Of course not. The value is still there.
On the flip side, you’ll have days where it’s more of a slog. Maybe something took you six hours instead of four, but you feel “guilty” about charging for six, so you don’t.
Ugh.
There’s a better approach: Project quotes.
Project quotes are neat and tidy. Everyone knows where they stand.
Hi, Awesome Prospect.
My quote for writing a 10-page website is $x.
This quote covers the following:
Kick-off call
Buyer persona discussion
Messaging discussion
Research and review of all relevant collateral
Competitor review/analysis
Keyword research
Drafting and optimizing 10 website pages for search
One round of revisions
For any pages beyond the initial 10, I charge a flat fee of $x per page.
Best,
Brilliant Copywriter
Again, nice and tidy, right?
That said, I realize you might be reading this blog post because you’re like, “I HAVE A PROJECT I NEED TO QUOTE NOW AND OMG I DON’T WANT TO EFF THIS UP JUST TELL ME WHAT MONEY NUMBERS I SHOULD USE”
I got you.
Maybe this is your first website project (or second or third).
You’re still figuring things out.
If that’s the case, how do these numbers feel to you for a 10-page website?
Home page: $500
Discovery call: $150
Competitor research/materials review: $500
Keyword research: $500
Website page rate: $150 (9 pages x $150= $1350)
Grand Total: $3000
Now, even though I don’t recommend giving clients hourly quotes, you still need to have a sense of how much you’re making an hour so you can figure out the larger plan: as in, how much money do you want to make a year and how much work do you need to do to achieve that number. But that’s a different subject, for a different post.
For now, let’s consider the above money numbers and assign rough hours per task. Your mileage will vary . . . and it will change over time, and depending on the client.
Website page rate: $150 – 2 hours per page (9 pages x 2 hours = 18 hours)
(*Keyword research: Keep in mind that keyword research is relative. It will take much more work for larger sites and for businesses that have aggressive conversion goals. I optimize all websites I work on, but I do plenty of sites where clients aren’t expecting a ton of business from their sites. I also have clients who DO expect business from their sites.)
That comes to 31 hours if my math is correct.
That’s an hourly rate of $97/hour.
Some people reading this might be like . . .
SCORE!
That feels low. I want to make more per hour.
I love the idea, but I’m not sure I have the confidence to sell that. Am I worthy?
All of those reactions are normal.
Here’s the thing, guys. For some copywriters, the above quote is low. For others, it might be right on target. And, of course, different writers will spend different amounts of time on the tasks.
And the really smart writers are going to be like, “Well, it depends on the business. For a small business that’s just opened its doors, like a local coffee shop, $3000 might be a bit rich for the copy for their new site. For a local, but established accounting firm that brings in one million in revenue, $3000 for copy for its new site might be in the ballpark.”
Just as I advise new writers on the importance of knowing your client’s audience before you write . . . you need to know YOUR audience before you quote. Some businesses will have higher tolerances for bigger quotes.
You also need to consider where YOU are in your copywriting journey. If you’re just starting out, and you really need business, you might go with a project quote you feel more confident about and build from there.
I DON’T think you should work for free (with rare exceptions), and I do think you should be paid “well.” But “well” is subjective. And everyone has to start somewhere.
So let’s pretend you’re giving a quote to the owner of a local coffee shop that just opened. Maybe you recognize her budget is tight. And you also recognize she doesn’t need the same level of copywriting services that go into a big project for a bigger brand. For example, you can likely skip the competitor research in this case. (Or simply do a very quick drive-by in Google. What other coffee shops are in a five-mile radius?)
You can likely skip in-depth keyword analysis since the coffee shop owner’s site needs to be optimized for local search, which usually includes some form of “coffee shop near me” and “coffee shop + town/city.” You can glean this info quickly.
The coffee shop might not need a 10-page site. Maybe a five-page site will work for now. (Along with an optimized Google Business Profile.)
And because the home page doesn’t need to work as hard as a home page for a brand where conversions are more important, you might go with the same per-page rate for the home page.
If the original quote above for a 10-page site for a new local coffee shop didn’t feel right, does this one feel better?
Discovery call: $150
Per-page rate: $150 (for five pages, that comes to $750)
Total: $900
Does that feel doable to you?
There’s no right or wrong answer here. Some folks reading this might think, “Nope. I’m going to pursue work where I can bill the true value.” Other writers might say, “This is low, but it’s my first paid gig. I’ll get a good piece for my portfolio. And there might be an opportunity for future work if the coffee shop does well.”
Both reactions are fair.
I wish I could tell you there’s a formula for how much to charge for copywriting a website. But all I can give you is guidance.
Even organizations like American Writers & Artists Institute (AWAI), which puts out this handy guide yearly on copywriting rates (definitely check it out, starting on page 36) . . . even AWAI gives ranges.
Here’s my guidance on how much to charge for copywriting a website:
Don’t do hourly rates.
Give project quotes.
Think of all the pieces that you’ll need to do, depending on the client.
Apply money numbers to each piece.
Figure out your ideal per-page rate (beyond the home page, which I recommend dealing with separately).
Assign an approximate number of hours it will take you to complete each task.
Add up everything and ask yourself how you feel about the quote and the hourly rate.
Note: When you give the quote to the prospect, you won’t break down the money numbers. Just give one number (the grand total for the project) and simply list all the tasks that number includes.
For your pricing “terms,” I recommend:
Getting a deposit that’s 1/3 of the project quote.
Having the balance due 30 days after you deliver the FIRST draft. Don’t make it contingent on the final draft. And definitely don’t make final payment contingent on the website going live. (I’ve written sites that have never gone live . . . or that have taken nearly two years to go live.)
You’ll learn from the first couple of copywriting projects you do. You’ll make mistakes and misses in your quotes, and that’s OK. You need to start somewhere.
Got a Question for the Copy Bitch?
That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2023-05-19 07:00:282023-05-13 17:17:10How Much to Charge for Copywriting a Website [A Guide for New Copywriters]
Whew! Before I get to today’s topic about blog editorial calendar templates, let’s recap the blogging topics for new copywriters that I’ve recently covered:
OK, so here’s the blog editorial calendar template that you can download and customize for your clients. But read on if you want more context. Note: The link will download an Excel spreadsheet.
BTW: Do you learn better by listening or watching a video? I got you! Scroll to the end of this article, and you’ll find my video on this topic.
Why do you need a blog editorial calendar anyway?
If you blog regularly for clients, editorial calendars are essential. A good blog editorial calendar will help ensure that . . .
Your blogging strategy aligns with the overall content marketing strategy. Marketing should never happen in a vacuum. The person who holds the keys to the overall content strategy can make sure the blog posts you’re planning align with the overall strategy and that you don’t have any major content “gaps.”
You’re planning the right topics with the best keyword phrases. A calendar helps provide that all-important 30,000-foot view.
You stay on target with deadlines. Include deadlines for first drafts, approval, and publication dates.
What’s the most effective type of blog editorial calendar?
The most effective blog editorial calendar is the one that you and your colleagues will stick with.
It doesn’t need to be fancy, but it does need to be something everybody uses.
You’ll need to discover what format works best for you if you’re tasked with creating and managing a calendar for a client. You also need to be flexible and willing to embrace the tools your clients are already using.
For example, it’s not unusual for me to be working with different editorial calendars for different clients, like Asana, Basecamp, Monday, and Microsoft Teams—along with my own “down and dirty” calendars that I create in Excel or Google spreadsheets.
Luckily, the most popular tools are incredibly intuitive. (They have to be—otherwise, no one would use them.)
Keep in mind that you might not always be in charge of creating or managing the client’s blog editorial calendar—you’ll simply be assigned certain blog posts. That’s how it works for me and one of my clients who uses Monday. I’m assigned a blog post within Monday. I see all the details in the “card.” I draft the blog post in Word and upload it to Monday for review.
For other clients, I’ll create and manage their blog editorial calendar for them. I usually create it using Google Spreadsheets. That makes collaboration much easier than passing around an Excel spreadsheet.
What should you include in a blog editorial calendar?
It depends. At a bare minimum, I include the following . . .
Proposed blog post title (optimized with a keyword phrase)
Primary keyword phrase
Secondary keyword phrase (if applicable)
Relevant notes (usually for myself, like an article I want to make sure I include)
Due date
Boom! Like I said, down and dirty, right?
From there, you can include whatever you need that will help make the client happy and keep everything and everyone on track.
For example, for the urology practice I blog for, I create and maintain the calendar. I have an additional column called “subject matter expert,” which identifies the doctor I can interview for a particular blog post. I also include a column that indicates a particular month’s “health awareness” designation. For example, June is Men’s Health Month and September is Prostate Cancer Awareness Month.
I have a text box at the bottom of the calendar with notes about future topics, SMEs I’ve reached out to, and anything else I want to remember.
If you’re managing a team of writers, you’ll want to get a little more granular with due dates:
First draft
Client feedback
Revised copy
Approval
Publication
Here’s a blog editorial calendar template you can download and use.
Here’s the blog editorial calendar template I created in Excel. It will download an Excel spreadsheet to your machine. You can upload it to Google Docs and customize it accordingly. I filled in a couple of blog post titles (for a fictional pest control company . . . if you’ve read my other blogging-related posts, you know this subject is on my mind due to an ant problem in my house).
As I said above, your editorial calendar doesn’t need to be fancy . . . it needs to be effective.
So if a bare-bones spreadsheet is what keeps you honest, that’s great. But if you prefer something a little fancier or aesthetically pleasing, go for it.
Got a Question for the Copy Bitch?
That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2023-05-18 07:00:192023-05-11 18:25:19Blog Editorial Calendar Template [Free for New Copywriters]
You’ve structured your client’s blog post for SEO and written a compelling article that follows blogging best practices. You’ve reached the end of your draft, wondering, NOW WHAT? It’s a good question. Because HOW to conclude a blog post is a skill, just like writing an engaging intro is. And that’s what we’re going to discuss today.
Below, I’ll get into . . .
Why your blog post’s conclusion might be even more critical than the intro or body copy
What a call to action (CTA) is—and why you need one (or more) in your blog posts
How to write strong CTAs
Should you end every blog post with a CTA
How to conclude a blog post: four other ways (in addition to a CTA)
If you learn better by watching a video, scroll to the end of this blog post for my vid on this topic.
Why your blog post’s conclusion is SUPER important
If you’ve done an excellent job writing an optimized blog post around a keyword phrase that your target audience is searching on, chances are good that the blog post will bring in targeted traffic over time. Meaning prospective customers will land on the blog and begin reading it.
Whether they read the entire blog will depend on many factors like . . .
Does the blog post deliver? They likely clicked on it because they were hoping it would provide specific info, like an answer to a question or a solution to a problem.
Is the blog post written well? People don’t have patience for confusing prose.
Is the blog post interesting? If you hold their attention, you stand a better chance of having them read to the end.
Do they get distracted by something shiny?Listen, life happens even if we’re locked into an interesting blog that’s giving us the info we’re looking for. Like, the work meeting might be about to start, the dog needs to be let out, the kids need to be fed, etc.
But here’s the thing: If the reader makes it to the end of the blog post, that’s a BIG deal because it suggests they’re genuinely engaged with the topic—and quite possibly (or potentially) with whatever it is that your client is selling. Maybe not right away—but soon-ish.
They consumed the content you gave them . . . and now you need to let them know what you’d like them to do next. If you don’t tell them, they’ll do something on their own—which may or may not be what you had in mind.
Left to their own devices, the person might . . .
Bounce off the blog post.
Head to a page that might not be the next best step for them based on what they just read.
Click on one of your social media icons and quickly get sucked into their own feed.
Go to a competitor’s site.
Decide to feed the kids or dog.
The person could do any number of things, right?
Your job is to direct them to the next logical step. In marketing parlance, this is called a “call to action.”
What is a call-to-action, and why does your blog post need one (or more)?
A call to action, or CTA, is exactly that: You’re calling on the reader to act. You’re asking them to take a specific next step.
You’ve encountered CTAs before, like . . .
Download our guide.
Book an appointment.
Shop now.
Call now.
Read more.
Get started.
Register for free.
Subscribe to my YouTube channel (no, really . . . please subscribe!)
How to write strong CTAs
CTAs use action-driven verbs, and CTAs are usually short and punchy. When you have digital CTAs, like the ones you encounter on websites or banner ads, the CTA should make it clear where people will end up when they click on it.
Not all CTAs are graphics, either. You could have what’s known as an “in-line” CTA, where a phrase is hyperlinked.
Think of CTAs like guideposts. They help guide prospects on their buying journey. When prospects finish reading your blog post, they should know where to go next, thanks to a CTA that guides them there.
A reminder about what blog posts are and how they serve your content strategy
JARGON ALERT! Blog posts are usually considered top-of-the-sales-funnel content. People at the top of the funnel are in the learning/research/educational phase of their buying journey. In fact, they might not even realize they’re on a buying journey.
Going back to our ant example . . . if someone is searching “Does Lysol kill ants,” they might not be on the market for a pest control company yet since they’re likely hoping they can take care of their ant problem with a home remedy.
Once they read your fabulous blog post, “Does Lysol Kill Ants: Our Honest Take,” some folks might be convinced they need a pest control company, but they’re not necessarily sure your client’s company is it. Some folks might want to know more about ant extermination, like what chemicals are used and if they’re toxic. Other folks might be panicking over the potential costs.
Your job is to determine the best CTA to include at the end of your blog post. No, it’s not always easy.
If I were writing the “Does Lysol kill ants” post, I’d probably include two CTAs. Something like . . .
Need help getting rid of ants? Let’s talk.
Learn how ant extermination works.
Picture two buttons (different colors) side by side. This gives people a choice, which I think is important. It enables the prospective buyer to decide where they want to go next after consuming your awesome content.
Should you end every blog post with a CTA?
I say yes. The CTA doesn’t always have to be a button or graphic. The CTA shouldn’t necessarily be pushing a sale (unless it makes sense). And the CTAs shouldn’t be the same. Thing. On. Every. Post.
Consider who you wrote the blog post for and why you wrote about that topic. Put yourself in the prospect’s shoes. Where should they go next? Create CTAs that guide them there.
Note: Sometimes, you might not have the perfect content to send them to next. That’s a great example of a content “gap”—a gap YOU can fill by writing a blog post that fills the gap. This is why having a blog editorial calendar and an overall content strategy makes sense. You can identify content gaps and natural linking opportunities between pieces of content.
MIND BLOWN POINT OF THE DAY: Your CTAs don’t always have to go at the END of your blog post.
Sprinkling CTAs throughout the blog post, especially articles that clock in over 1000 words, can be a great way to engage people, especially those thinking about bouncing away anyway.
You should also monitor your CTAs’ performance.
Pay attention to CTA click-through rates (CTR). Just as you monitor engagement with other pieces of content, like blog posts, you’ll want to pay attention to how well your CTAs are working.
Which ones get the most clicks?Note: Good marketing automation software, like HubSpot, lets you set up A/B tests for CTAs.
Do people engage with the content the CTA is sending them to? It’s not enough to have people clicking your CTAs if they immediately back away from the content they’re being led to.
Like everything else in marketing, you need to experiment, learn what works for a particular readership, and do more of what works and less of what doesn’t.
How to conclude a blog post: Are there other ways besides CTAs?
In addition to including a call to action, here are four other ways to end a blog post:
Tell them what you said. For long blog posts (over 1000 words), it can help to summarize your main points in a concluding paragraph before the CTA. (I used to teach a public speaking course, and the structure for speeches is the same as blog posts: Tell them what you’re going to say. Tell them. Then, tell ’em what you told them.)
Ask a question. If your client leaves the comments section open on their blog, you could ask readers a question. For example, Have you had luck killing ants with Lysol or other home remedies? Let us know in the comments. Ensure someone monitors comments, removes inappropriate comments, and engages with comments.
Encourage people to follow the company on social media. You can also encourage people to share your article on their social media feeds.
Create a “You might also like” section. This could be seen as a CTA. But offering a call-out with something that says, “If you liked this article, you might also like these . . .” is a great way to share more helpful content and keep people on your site.
Drum roll . . . here’s how I conclude my blog posts. I usually use some version of the following . . .
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2023-05-17 07:00:512023-05-11 18:20:22How to Conclude a Blog Post [Tips for New Copywriters]
If you’re a new copywriter wondering how to write a compelling blog post, you’re not alone. First, what the heck does “compelling” even mean? You’re going to hear that word a lot as you’re learning about copywriting and content marketing. You’ll also hear the word “engaging.” Write engaging copy, they said. Write compelling copy. Write copy that resonates.
OK, so that last directive—write copy that resonates—is the one to focus on. Why? Because at least it references the audience who’s reading the content.
For example, a blog post titled “Does Lysol Kill Ants?” might be of ZERO interest to most people. But for the 480 people searching on that phrase every month, the copy will likely resonate.
My point: One person’s idea of compelling or engaging copy might be another person’s snoozefest.
[BTW: Do you learn better by listening or watching a video? I got you! Scroll to the end of this article, and you’ll find my video on this topic.]
When considering “how to write a compelling blog post,” always frame it from your target audience’s perspective.
What will they find compelling?
What do they care about?
What questions are they asking?
What are their “pain points”?
What keeps them up at night?
To find out this info, turn to your client’s . . .
Formal buyer personas (if they have them)
Actual customers
People on the frontlines who interact with customers, like sales reps
Now, I know I still haven’t answered your question about how to write a compelling blog post that will genuinely resonate with readers.
I think the better question to ask is this: How do you write something that your target audience CAN’T find anywhere else?
Because if you’re able to find that special something-something, that’s when you’ve got what’s necessary to create a compelling blog post.
1. Look for those odd-ball stories, amusing anecdotes, and cautionary tales.
Let’s go back to my “Does Lysol kill ants” example. Any pest control company can address the topic of whether Lysol kills ants. And most would likely say the same thing.
But maybe the pest control company you’re writing for has an amusing story about a couple that bought three cases of Lysol to attack their ant problem. But the only thing that happened was they ended up with a house that smells like “mountain breeze” Lysol and ants marching around high on fumes, overtaking the place.
I’m riffing here, but you get the idea. That would be an amusing cautionary tale to use in your blog post’s intro before getting into whether Lysol works, do other home remedies work, what about ant traps, and when should someone finally call in a professional.
A blog post that includes all that would likely be considered “compelling” by all those folks who are googling about their ant problem.
So, how do you unearth these nuggets? Talk to your client. I guarantee they have these stories. Do a free-wheeling interview and record all the little anecdotes in a tickler file that you can dig into whenever you need a good story to liven up a blog post.
2. Get more mileage out of the client’s Google reviews.
Or their reviews on places like Yelp, Trustpilot, and Capterra. Reviewers often serve up interesting tales or new pain points you hadn’t considered.
You could curate five amusing 4- and 5-star reviews about a similar theme. For example, going back to my ant infestation obsession, the pest control company could pull reviews about happy customers who were dealing with an ant problem. Take screenshots of their reviews and embed them into the blog post. Have the client (or appropriate sales rep or whatever) provide context for each situation.
This idea isn’t a one-trick pony, either. Find other themes in other reviews. For example, maybe other reviewers talk about their problem with wasps. You could do another blog post on that.
You get the idea. Reviews offer a treasure trove of info—ideas for blog posts, good phrases for branding, and questions or comments that could lead to a winning keyword phrase for a blog post.
This obviously won’t be the type of blog post that you put in regular rotation. And you’ll want to be careful in how you present it. (NOTE: I’m not talking about an apology that you MUST put out there because your business made a massive error. That’s a different thing: crisis management.)
Make sure several people review your apology post before it goes live.
Have your lawyer review it too if there are any questions your apology could lead to legal issues.
A company owning up to a mistake and showing the specific steps they’re taking to do better can be a compelling read.
And I realize this might not be your idea (or your client’s idea) of “compelling.” 🙂 But compelling doesn’t always mean something that’s rah-rah and full of rainbows and puppy dogs.
4. Share heartwarming stories.
Heartwarming stories are always crowdpleasers. People LOVE heartwarming stories. Consider human-interest features about the client’s employees, customers, or a charity your client’s company supports. Do an interview, get pictures, or record a video. There are LOTS of ways to tell heartwarming stories, and they always make for good reads—and can show the softer side of a business.
For the urology practice that I do a lot of writing for, I did a blog post interview with one of the physician assistants who did a mission trip to Malawi. That was a fun piece to write and share.
5. On the flip side, share a contrarian point of view.
For that same urology practice, when the U.S Preventive Services Task Force made new recommendations regarding prostate cancer screening, the CEO of the practice disagreed with the recs, and so we did a blog post with his response.
This can be an effective and compelling approach (and can help position your client as a thought leader in their space/industry).
Again, you’ll want to be careful with this sort of format:
Make sure several people review the content before it goes live.
Be careful about polarizing topics. If you go that route, be prepared for potential backlash from customers and non-customers alike. And have a plan for handling it.
Remember, when it comes to “how to write a compelling blog post,” look for the angle that readers won’t be able to find anywhere else.
And always ask yourself, “What do my client’s customers want to read about? What will THEY find compelling?” It’s not about what you think will be enthralling.
Got a Question for the Copy Bitch?
That’s me! I’m the Copy Bitch. Contact me or visit my YouTube channel and leave a comment on one of my videos. I might make a blog post or video with the answer.
https://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.png00Robyn Bradleyhttps://etrobbins.com/website/wp-content/uploads/2017/04/robin-bradley-logo-300x105.pngRobyn Bradley2023-05-16 07:00:402023-05-11 18:14:54How to Write a Compelling Blog Post [Tips for New Copywriters]
