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Tips for Web Site Copywriting
by Brian S. Konradt
Before you pitch yourself as a copywriter who writes copy for Web sites, know exactly
what's involved, what questions you need to ask your client — and know how much to
charge for your time.
The most obvious difference between writing conventional copy and Web site copy is that
the latter involves non-linear writing. An entire Web site can contain numerous Web pages
connected to one another, and each Web page can contain limitless copy.
Conventional print materials usually dictate the length of your copy; i.e., if a client
asked you to write a brochure, you can determine how much copy you're going to write, how
much time it's going to take — and thus, how much to charge. But if a client asked
you to provide copy for a Web site, you cannot determine the amount of copy you're going
to provide or how long it's going to take.
Procuring a Web site copywriting assignment requires you to ask the client different types
of questions so you can charge accordingly and make your time profitable. Here are some
tips.
In most cases you won't know how much copy you're going to provide. Your task is to
determine the scope of the project — and then estimate how much time it's going to
take you. Ask the client if you'll be writing a portion of the Web site or the entire Web
site. Find out what type of information the client wants at his Web site and what purpose
it'll serve. The client may want to sell products, distribute free, helpful information to
his existing customers, solicit new customers by having them fill out an electronic
response card, provide a free on-line "look-up" service, give away free
software, or all of these things.
Ask the client if he has existing conventional print materials available. His company may
already have a hefty load of printed materials that can aid you in providing the type of
useful information he wants showcased at his Web site. However, be warned when a client
asks you to "re-format" or "re-type" a brochure (or any printed
material) for his Web site. Usually, adapting conventional print materials for Web sites
involve an extension of skills — and an extension of time. Placing a conventional
brochure in Web site-format may require you to seed the copy with links; or create
electronic reply cards that the user can complete on-line and send the information
instantly to the client's e-mail account; or create "hot buttons" that run
applets or perform some type of action.
You may also be required to copywrite icons, buttons and tiny footers at the bottom of Web
pages that make browsing the client's Web Site a lot easier.
Ask the client the scope of your functions. Are you just writing copy? Or will you be
required to embed your copy in HTML code? Will you be working with a Web site designer? Or
will you be required to outsource portions of the project to other freelancers to
supplement your skills?
Is the client expecting you to create his Web site or simply provide copy for it?
What to charge is always a sensitive topic — and unfortunately, there's no universal
pay rate structure or a magical pricing formula. To make matters worse, information on
what to charge for Web site copywriting is scarce, since this is a relatively new type of
medium and copywriters are still struggling to figure out the easiest way to charge
without getting underpaid.
One suggestive way is to charge an hourly rate until you can properly estimate a Web site
copywriting assignment — then you can charge project rates, which may make your time
more profitable. You may also think about getting paid on a retainer basis, if the client
wants you to maintain the contents of his Web site and update it each month with new copy.
Brought to you by: World Wide Information Outlet -
<http://certificate.net/wwio/>, your only source of FREEWare Content online.
BRIAN S. KONRADT is the owner of BSK Communications and Associates, a
mail-order/publishing business in New Jersey, which publishes MasterFreelancers, a
mail-order product catalog for freelance writers and creative pros, providing
recommendations on how to boost your sales, sharpen your skills, and secure more work. To
request a free copy, call 1- 800-797-9027 or send e-mail to catalog@masterfreelancer.com
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This page was last updated Monday, November 20, 2006 01:49:33 PM |
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