Posts Tagged ‘Telecommunication’

10 Things to Expect from Your SEO Copywriter

September 23rd, 2022

These changes have led to a growing appreciation of the value of quality web copy. This appreciation has,Guest Posting in turn, led to an influx of opportunistic ‘copywriters’ promoting themselves as website copywriters or SEO copywriters. Don’t get me wrong, there are quite a few excellent SEO copywriters out there, and you should definitely shop around. The purpose of this article isn’t to scare you; it’s to help you find the SEO copywriter who’ll deliver honest service and excellent results.

So with that in mind, take a look at the following ten tips. These are the things you have a right to expect from anyone wearing a name badge that reads “website copywriter”, “SEO copywriter”, “internet copywriter”, or “web copywriter”… (See also 10 Things to Expect From Your Website Copywriter and How to Make the Most of Your Website Copywriter.)

1) An understanding of SEO

Obviously, your SEO copywriter must have a solid understanding of the essentials of Search Engine Optimization. They must know that ranking is essentially the result of a website’s relevance (i.e. keywords) and importance (i.e. inbound links). There are a whole lot of other factors involved, but if your SEO copywriter doesn’t understand these two basics, you should look elsewhere. If you’d like to ensure your SEO copywriter knows a little more than just the basics, take a look at SEO for CEOs, Writing SEO Copy, SEO Trade Secrets, Web Copy – How Much is Enough?, and How to Top Google by Writing Articles for some clues as to what you might like to ask in order to assess their knowledge.

2) Proven experience

The proof is, as they say, in the pudding. It’s not enough that your SEO copywriter can talk the talk; they must also be able to walk the walk. Ask to see some examples of websites for which they’ve obtained some good rankings. Note that it may be very difficult to find an SEO copywriter who has actually worked on both keywords and link generation, so if you find one who has, and they write well, snap ‘em up! They’ll have a very broad and useful working knowledge of search engines.

3) An understanding of how many keywords to use

You don’t want to fill every page up with every keyword you’re targeting. This simply dilutes your site’s relevance and reduces readability. Ask your SEO copywriter how many keywords they would recommend targeting on each page. Hopefully they’ll suggest no more than 3, preferably 2. By targeting 2 keyword phrases per page, you can use them a lot without impacting readability.

Why a Solicitor Might Not Be the Best Legal Writer

March 14th, 2022

These days, legal copywriting for a law firm’s website, for keeping up with social media, and for articles and press releases is a vital part of the astute law company’s marketing mix. Posting regularly on the issues of the day through blogs, articles and Facebook statuses is demanded and expected by a legal firm’s many audiences.

Legal copywriting is also a key component of traditional print marketing. The law firm that finds itself without a corporate brochure, a recruitment pack, and leaflets and direct mail, could get left behind in the drive to attract top candidates and to market itself to the big corporations.

So, who’s going to do all this legal copywriting? Obviously, solicitors are intelligent people. They’ve been through law school. But that doesn’t necessarily make them great at legal writing. Chances are, they might not have the time to spare. Not to mention the inclination. Solicitors are also very well paid professionals. So it makes no sense to take them away from their core legal work to have a dabble at legal copywriting.

It’s also a surprising fact that former solicitors aren’t necessarily the best option for legal copywriters, either. A quick trawl through the websites of ex-lawyers who have set themselves up as legal writers reveals some unrefined writing, some of it complete with grammatical errors. It’s that old chestnut: not being able to see the wood for the trees – ally that with core skills and training that are based around the law rather than marketing and writing, and it’s a recipe for failure.

Legal writing is best left to professional copywriters. Lawyers looking for freelance legal writing should first check that the writer has had sufficient experience of dealing with major-name law firms and is familiar with the basics of legal jargon, the seat system and the different facets of law that they will encounter when working with a legal firm.

So what kind of legal copywriting should a copywriter expect to tackle as part of a law firm’s marketing? Obviously, all businesses need high-quality website content. Beyond that, these days, it’s vital that lawyers have regular promotional output through blogging and social media – 100 or so ‘tweets’ or Facebook ‘statuses’ a month can cost as little as £100, but be worth their weight in gold.

Also critical is high-class recruitment literature that picks out the firm’s unique selling points and attracts the cream of the graduate crop each year. Newsletters, plain English legal documents, biographies, journals and radio adverts are also all key elements of the marketing arsenal that can be tackled by the legal writer.