The Audience Drives Website Copywriting & Editing

One of the things I live for is writing and editing for the web. I was in the industry when this medium started to lead the marketing pack. At that time, I was somewhat reluctant to write web content, as I knew I had a lot to learn. I proceeded to bone up on what it meant to write quality web copy. Today, I am still learning, mostly due to the steady changes to Google’s search engine as well as social media such as Facebook.

Today, as we approach Google’s 16th birthday, I still don’t call myself a web writing expert. “Expert” is a mighty strong word. “Web writing specialist” seems more on point. Take a look at some of the web writing and editing projects I’ve had the opportunity to work on:

These writing and editing samples demonstrate how web copy can be tailored to the entrepreneur or corporate voice while always keeping the audience in mind.

New Website Samples

For your viewing and reading pleasure, I just posted a couple of recent website samples on my website. I’m so grateful to work with design firms like Windmill Design, WDG Communications and others on websites, brochures and other materials! The latest samples highlight a refined b2b corporate website and a dramatic overhaul of a small municipality’s website.

Here’s the before and after of the City of Robins site, which was done in collaboration with WDG Communications in Cedar Rapids. As you can probably tell, it was time to reorganize the content to make it more user friendly. The designer made it look great and we worked together to improve the functionality.

Robins website before City of Robins new website

You’re Invited: A Print Morsel

Paarlance Creative Writing has worked for several years with Business & Talent Made Better, including working on the website, www.bizsavvyleaders.com. Recently, the client reimagined their coaching offerings into one unique option called 99Biz. The idea is that 99 businesses can grow by at least one employee in 2014 through affordable monthly business coaching. This invitation is one of the pieces we refined through editing and copywriting. Excellent branding design was provided by one of our key design partners, Amy Belice Graphic Design.

99Biz invitation 99Biz Invite p2

Small Town Company Goes Big Time

Community Insurance Services’ new website just went live! It’s a great site for a small town insurance company. The objective is to be informative and provide customers with the links they need for billing, claims and customer service. Very happy to see this site go live! Check it out at: http://tiptoninsurance.us.

Collaboration: HawkeyeHotels.com

Great collaborations never get old. New collaborations are always exciting. Here’s a renewed website for a new client and developer partner, Harrison Wheeler, and his client, Hawkeye Hotels.

Hawkeye Hotels About Page

The About page for Hawkeye Hotels includes a rewritten and refreshed story about the company.

A little bit of conversation with the client and developer made it possible to rewrite the story about the company and its strategic benefits with little trouble. Because of the open communication with the developer and client, the copy for this site was completed in a fairly short time frame. We worked on making sure SEO terms were available for this corporate site targeted primarily at investors.

We hope you’ll check it out when you have a chance. It’s a great example of what Paarlance Creative Writing can do for web designers and developers and their clients.

Website Done Right

Theresa Bornbach has been a great client over the years. She has owned several businesses, which have all evolved over time. These evolutions have resulted in changes to her websites. Our latest creation promotes Theresa’s business coaching services and demonstrates a solid B2B brand on a WordPress platform.

www.BizSAVVYleaders.com

BizSAVVYleaders.com

Check out a recent website writing sample at www.BizSAVVYleaders.com

While a few details remain to be completed, I welcome you to check out this site, which reflects a collaboration between Paarlance Creative Writing, Amy Belice Graphic Design and Edilson Web Design. I wrote the tagline, edited the copy for SEO and marketing effectiveness and provided project management services. We took the time to do it right, and the effort paid off — we even launched ahead of schedule!

Together with the client, we have put together a quality website that offers an in-depth view of her services, provides opportunities for blogging, and makes it easy to update as changes occur.

Are You Friends with Facebook?

Love it or hate it, Facebook has become a go-to spot for DIY marketing, particularly for consumer-focused businesses. If you’re looking to dabble in this realm, take some time to think about these key issues.

Be prepared for change. One thing you’ll learn about Facebook very quickly is about their propensity for change. They are constantly changing the look of pages or the way your Facebook posts are shared with users. Tune into the websites that talk about social media marketing so you can keep up with the changes.

Show and tell. People love to watch, so give them what they want! Photos and videos make for popular posts. Think about the opportunities to show people what you do instead of just telling them about the latest sale. People buy from people, so show your people working on projects. Your Facebook friends will love it.

Be consistent. When you’re just starting out with Facebook postings, plan to put some time and effort into it. You can’t build a following unless you do. Also, be consistent with the language you use in terms of spelling and the overall feel. I find it very useful to create posts in word processing software so I can take advantage of spell check.

Make it about your friends. It’s not all about you. Do your best to make your page about your friends. Share testimonials, tips and ideas that they will find riveting. Share other content that is interesting. They say you should share other content of interest several times for every one promotion you post. So, connect to your partners and clients in your industry and see what’s worth sharing.

Remember, if you find yourself short on time or the skill to put together short posts that engage customers, don’t be afraid to outsource the work. You could work on messaging with a writer or editor, or, if you have the budget, you could contract a social media agency to make your Facebook approach more strategic and comprehensive.

While I don’t consider myself an expert in Facebook, I have worked with several clients to develop plans for posting and to write and schedule posts. Feel free to check them out:

I encourage you to contact me if you have any questions about writing or editing posts and finding ways to make Facebook feasible for your business.

The Benefits of Web Copy Edits: BizSAVVYleaders.com

Sometimes clients just need a good editor.

That’s the case with www.BizSAVVYleaders.com, the latest site update by Paarlance Creative Writing in conjunction with our friends from Amy Belice Graphic Design and Brown Wing Studio.

Editing is a service I enjoy almost as much as writing from scratch. I receive requests for it when clients want to spruce up their copy without making major layout changes, which can become costly. I help clients organize their thoughts and keep their copy short and to the point for the web audience. I also insert search terms and revamp the title and description metatags when it’s appropriate to do so. It’s good to review these every couple of years, as the search engines have changed what they view as important to their search engine results. While this site wasn’t that old, the page titles did need updated to current standards.

This site is still a work in progress, with plans to break the copy into more organized buckets so visitors can find what they are looking for more easily. Watch for an update in a couple of months.

Do you need an editor for your website copy? If you answered yes, or even maybe, let me know. Email or call me at 319-362-0777 for an estimate and to discuss what I might do to enhance your website copy.

New Nonprofit Website Copy

 

Nonprofit Website Sample

Here’s a look at the all-new donations page for JuelFairbanks.org.

Juel Fairbanks Chemical Dependency Services, a nonprofit organization located in the Twin Cities, sought a new website that was modern, uplifting and hopeful. Working with my friends at Windmill Design in Minneapolis, we developed copy and design that provides an inviting introduction to their programs and services.

As is the case with many nonprofits I’ve worked with over the years, the overscheduled staff needed outside assistance organizing and writing copy for this important communication piece. I kept in mind that their audience for the site varies from potential clients and their families and friends to county partners.

I wish Juel Fairbanks the best as it moves forward with a wonderfully functional site, complete with the online donation capabilities that are so important today!