Copywriting is the art of writing persuasive text that communicates a marketing message to your target audience.
Advertising has a largely negative reputation in our lives. For the most part, we see it as invasive and a nuisance. Between commercials, targeted ads on social media, and the stream of banners coloring most websites, individuals want relief from advertisements. These ad strategies are effective at building brand awareness and driving sales. But they fall short of strengthening relationships with customers and humanizing your business. Copywriting is the medium between direct advertisement and long-term customer persuasion. Rather than directly advertise a product or service, a copywriter translates that message into persuasive text encouraging an audience to take a specific action. In fact, one of the defining differences between advertisements and copywritten material is the call-to-action (CTA) of copywriting. The CTA sums up the text's main points and encourages the reader to take action towards a goal. The main difference is the delivery. Advertisement is interested in direct sales. Copywriting aims to bring the reader in without being invasive and inform them while guiding their decisions. For example, advertisements tell people why a product is the best choice. On the other hand, copywriting educates customers on what the product is and makes it clear that the product is the solution to their problems.
Identifying which schema types will be rendered, will depend on the content on the website. Most websites can use schema types such a "LocalBusiness", "Breadcrumb", " SearchAction" etc. But these are just the basics. A website featuring event should have an "Event" schema for each event, and an eCommerce site should have "Product" schemas, etc. A template must be made for each target item, which may vary depending on the content the website has for each schema type.
Schema markup only recognizes certain content as valid values. For example. For an event schema, if an the event is an online event, the only valid way to identify this, is to mark the event with the value "OnlineEventAttendanceMode", under the attribute "eventAttendenceMode". So, the content of each item that will product a schema code, must be converted into recognized and accepted values.
There are multiple ways to install schema code to a website. The best way will vary depending on the structure of the website, and the content the schema will include. Methods include JSON-LD, Microdata, RFA etc.
There are many industry-standard validation tools that help a webmaster identify that properly installed schema markup is rendering properly. This includes Google's Rich Results Tester, Schema.org's Validator, etc. Syntex, valid content values, properly structure etc are just some of the items tested in a validation.
The first step is outline the the website's structure. This will first include the domain acquisition + DNS configuration; This is to set up the IT infrastructure of the site. This includes understanding the content that will be included, how it will be arranged, which features and functions the website will includes, and how
We then need to develop the structure of the website. To do this, we will need an understanding of the content that will be included, how it will be arranged, which features and functions the website will includes. This will allow us to develop a mapped hierarchy of the website.
After getting to know a brand, such as what it stands for, and the assets associated such as visuals, colors, messaging, etc, we develop a way to present the websites content; also known as UX/UI (user experience/user interface). This is how the site looks, feels, handles etc. This includes layout, navigation, animations, etc. This should capture the look and feel of the brand.
Loading the site with both branding assets likes copy, logos, videos, etc as well as marketing assets likes blog posts, product descriptions, etc is the next step. You may already have content you wish to use on your site; or you may need to have the content of your site professionally created by us.
Once the content is settled, then comes an SEO overhaul. Although we offer high-end custom SEO projects, each of our websites includes the basics of SEO. This includes the customization of website meta tags and page-specific tags, and open graph images. This also includes the usage of chosen keywords implemented as page headers and placed throughout the content, conveying to search engines the topic of the webpage. More aspects like schema markup and sitemap-submission are also included.
Websites are marketing assets. Depending on your level of services, there is often a plan of marketing the finished website. This may include challens like Pay-Per-Click Advertising, Social Media Marketing, press releases, regular website content creation and more.
Identifying ideal target keywords can either be a straight up location and service based analysis such as "marketing company in Westport, CT", or may be something much more complex depending on your level of investment, and your competition. Factors to consider for higher-level SEO campaigns are "keyword relevance", as selecting keywords closest to your niche may be most relevant, but not the most profitable, "keyword difficulty" (how hard it is to rank for a keyword overall), the "CPC" (cost per click) or value of each click for that keyword, the work involved in ranking (this is an ROI metric), etc. There are many factors, but this process done correctly can yield great results over time.
Once root keywords, and supporting keywords are selected, a website and the content a brand puts out should map to those keywords. This includes changes like meta tag updating, page title updating, page header and subheader matching, blog topic restructuring, etc. Keywords also dictate other factors of SEO such as inbound and outbound link structuring, implementing schema markup etc.
Once a site is optimized, a small amount of marketing allow us to speed up the process of search engines identifying the content. This allows us to faster receive feedback from analytics, thus speeding up the process of the SEO plan's effectiveness.
Comparing KPI's (key performance indicators) such as CPC (cost-per-click), CTR (click-thru-rate) and more to industry standards, and against each other, we can get a sense of how the SEO campaign is performing, allowing us continued tweaking to refine the ROI of the campaign.
If your business wants to build brand awareness and transform prospective leads into conversions, copywriting is an excellent addition to your digital marketing strategy. Communicating the right message allows your business to form long-term relationships with customers who will continue to indulge in your industry. Copywriting is especially useful if traditional advertisements are not working. As a replacement for or supplementation to direct advertisements copywriting is highly effective. Further, copywriting is one of the most cost-effective strategies for your digital marketing campaign. A copywriter can quickly and efficiently produce articles and landing pages for your business at a few cents a word that will continue to bring in revenue.
Professionally written blog articles can start at $0.15 / word ($300 for a 2,000 word article). Landing page and brand identity copy can far exceed this.
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