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Want to be a SEO copywriter? Check out these FAQs.

February 9, 2010 • posted by Heather

Ever since I launched my SEO Copywriting Certificate Program, I’ve heard from a number of people who want to dip their toes into the SEO copywriting waters – but they’re not sure if it’s the right career choice for them.

If you’re looking at SEO copywriting as a career choice, here are the 10 most frequent questions I hear…and the answers I provide:

1. I have zero copywriting experience. Can I still be a SEO copywriter?

Sure you can…after some training.

To be a successful SEO copywriter, it is very important to understand how the search engines work. I can’t emphasize this enough. You don’t have to be a technical wizard who enjoys coding sites in your spare time. But you do need to speak (and understand) “SEO geek.” Otherwise, you are doing your clients a huge disservice. Remember, clients rely on you to understand keyphrase strategy, hyperlink strategy and how content marketing dovetails with their entire marketing campaign. Not understanding SEO best practices means you’ll miss important opportunities (or make mistakes) that can cost your client money.

Additionally, you’ll also need to understand persuasive writing techniques – otherwise known as “understanding how people tick and make buy decisions.” At the end of the day, your clients look to you as a marketing expert. They may not have a good handle on how to boast their benefits or pinpoint their unique sales proposition. If you really want to help your clients succeed (and that means helping them make sales,) it’s crucial that you understand how to create conversion-oriented copy. It will help you write better Web pages, improve your email campaigns – and even help you “sell” yourself on your own site.

2.  Do I need to go back to school?

Nope.  In fact, I don’t know of any universities that incorporate SEO copywriting into their curriculum.

3.  So, if I can’t go to school to learn SEO copywriting…how will I learn the ropes?

Being a self-starter and taking the initiative to educate yourself is extremely important. Unlike some careers, don’t figure that you’ll “learn SEO copywriting” in a few months – and that’s all you’ll need to do. I’m still learning. I’m still researching. It’s a never-ending process.

Many of the top copywriters are self-taught, learning the art through reading books, combing blogs and trial and error. For folks who prefer more “formal” training,  there is my new SEO Copywriting Certificate Program (which is online and self-taught.) If you enjoy learning in a conference environment, Pubcon, Search Marketing Expo and Search Engine Strategies run SEO copywriting panels. AWAI runs Web Writing Workshops. And occasionally, there are local workshops too – you can always check with a SEO copywriter you like and see if he/she is running anything in your area.

4. My fav SEO copywriter isn’t planning a seminar in my area. Now what?

Some folks learn well in a mentor relationship, where the SEO copywriter reviews your work, answers your questions and helps you learn the art faster and easier. I’ve mentored a few folks, and it is a very powerful way to learn – especially for folks who prefer a one-on-one learning environment. Some mentors will work with folks for free, in exchange for you doing some writing. Other mentors will charge money. Although “free” is a great price, don’t reject a “paid” mentor relationship if you have the funds available. You’ll probably be able to work with a SEO copywriter faster (and receive more consistent feedback) if you’re able to pay.

If you can get hired as a marketing assistant, it’s possible that you can learn the SEO copywriting essentials on the job. Although most companies prefer to hire folks with at least a little experience, you can work as an assistant at first – and then gradually work on some writing projects as your skills improve.

5. Won’t what I learn be out of date in just a few months?

Nope.  SEO copywriting foundational strategies have been stable over time. Granted, there are always new opportunities (such as Twitter.) But the “writing with keywords” basics are tried and true. At the same time, it’s crucial to stay educated in this fast-moving field. If you love to learn, SEO (and SEO copywriting) is a great career choice.

6. How can I find SEO copywriting work?

That depends – do you want to work in-house or freelance?  If you want to freelance, think about business owners you personally know who have a Website – is there some way that you can help them? You can also work with advertising agencies,  SEO firms, online SEO copywriting agencies and even Web design companies.  In short, freelance SEO copywriters have lots of options.

If you prefer to work in-house, you can find a number of SEO copywriting and content marketing jobs online. The site Direct Response Jobs lists some great SEO copywriting gigs (registration required.)

7. How much should I charge for SEO copywriting services?

That depends on a lot of things, including your experience level, your local area (assuming that you are focusing locally,) and the types of clients you want to work with. If your heart is with small business owners, it makes sense to charge small business prices. If you love working with corporations – and you have some experience under your virtual belt – you can charge much more. I know SEO copywriters who have made 20K a year – and others who have made over 200K.

8.  Can I be a part-time SEO copywriter?

Yes. Many people when they are first starting out have a “real job” during the day – and work on SEO copywriting assignments at night. This can be a great way to build up a client base while having the security of a regular paycheck. Note that you’ll have to figure out how to communicate with your clients during your “regular” workday – even if your SEO copywriting day starts at 7pm, most of your clients will want to talk to you between 9-5. However, you can always answer emails and take calls on your lunch hour – and really focus on your clients the moment you get home.

9.  How can I get paid more money?

That’s up to you. Good – and I mean really good – SEO copywriters are SEO experts in their own right. They understand how the search engines work, and keep up on the latest and greatest algorithmic changes. At the same time, these savvy SEO copywriters are researching topics like NLP, neuromarketing, consumer psychology – anything that will help them write better copy faster. The more you know, the more you can get paid.

If you love learning and uncovering the latest search engine burp is fun for you, you can look at expanding your skills into link building, social media and even consulting and training. Some SEO copywriters even take on full-scale SEO projects, handling everything from technical to analytics and everything in between. If this is the route you plan to take, know that you’ll need to spend a lot of time educating yourself. As I mentioned earlier, your lack of knowledge can hurt a client – so be very honest in what you can do – and what you can’t provide.

10. The most important question of all: Is SEO copywriting a fun career choice?

For many people, yes, SEO copywriting is a darn fun career choice. Some folks choose to turn SEO copywriting into a lifestyle business, where they fit in copywriting gigs around family, fun and other responsibilities. Other people dream of having a full-fledged SEO copywriting and content marketing agency, complete with employees, downtown office and signage. While others would prefer to work in-house with a team of talented people. If SEO copywriting is your desired career choice, you have the freedom to create the work environment you’ve always wanted. And having that kind of freedom, combined with doing the work you want to do, is a great gig.

Filed under Commentary, Content marketing, Copywriting, Freelance SEO copywriting, In-house SEO copywriting

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8 ways to handle the haters

January 21, 2010 • posted by Heather

I remember it like it was yesterday.

15 years ago, I was working for a small-press publisher. After months of begging, I finally got my chance to write my first back-jacket blurb – you know, the promo paragraphs designed to snare you into buying the book? What’s more, it was for a well-known author in the self-help field. Needless to say, I sweated and slaved over every word.

A week after I turned in the copy, the publisher called me into her office. Apparently, not only did the client NOT like the copy, he felt compelled to break down why he didn’t like it on a line-by-line basis. The letter ended with (and no, I’m not making this up,) “I don’t know who this Heather Lloyd-Martin woman thinks she is…”

I was devastated. Looking back, I’m amazed I stayed in the industry. But I did – and this experience taught me a lot.

The reality is, some clients are going to hate what you write. They won’t be satisfied. And they will tell you in no uncertain terms.  Here’s how to handle it:

  • Calm your heart rate. I don’t care how many years you’ve been in the business, reading “I’m not happy with the copy” sends ice shivers down your spine. Immediately, self-doubt kicks in. “Was the writing that bad? Did I totally miss the point? What’s wrong with me?” Or sometimes, all you feel is anger. “Do they realize what I went through to write it? Those &*##@*^.” The more you panic, the less you’ll be able to appropriately react. And react you must do, for the next step is to immediately…
  • Email the client. The best step you can take after receiving a nastygram is immediately respond to the client. Don’t explain, don’t defend, don’t sound angry. Just tell them that you received their email and appreciate their comments. Keep in mind that most clients don’t like sending nastygrams. It’s as hard on them to write as it is on you to read. When you ignore their email because you’re freaked out, the only message you’re sending is “I don’t care about your email.” And that’s the last message you want to send to an unhappy client.  Remember, how you handle the situation is incredibly important, and can mean the difference between keeping the account and letting it go – so this is no time to hide.
  • Schedule a time to talk on the phone. Scheduling a phone chat gives you two advantages. One is you can talk through the copy changes rather than relying on email back-and-forth. Many times, a 10 minute conversation is all it takes to give the client exactly what she wants.  The other reason for a phone conversation is to assess how unhappy the client really is. Email won’t tell you if you need to tease out additional objections and do additional damage control – but a phone call will.
  • Own your mistakes. Did the client catch a mistake and that’s what’s making them cranky? For goodness sake, just own it. Don’t try to explain why it happened, or talk about how many deadlines you’re juggling. Guess what – the client doesn’t care. All they want to know is how you will fix the problem. (As a side note, if it is the client’s fault, it does no good to point out, “Hey buddy, this is your hit, not mine.” Handle situations like that with extreme care.)
  • Send an email immediately outlining the changes you agreed upon. Yes, this is a CYA move. But this also helps prevent “scope creep.” A quick email outlining the changes – and insisting on the client’s written agreement before you proceed – will make your life easier. Otherwise, you run the risk of the client saying after the second draft, “Oh yes, we didn’t like this part either…I know we didn’t mention it before, but we need you to change this” – and you’re stuck in a constant editing spiral.
  • Make the changes immediately. This is the time to clear your schedule, make the fixes, and turn the copy around fast. Don’t schedule it for “when you have time.” Do it right away. Quick action will impress your client and show that you care about the account. Taking your sweet time to turn around the copy will do nothing but alienate them further.
  • Follow-up again by phone. Once your client has your second draft, there is nothing that will impress them more than a quick call making sure that all is well. And if it’s not well, make their changes and send the copy through again.
  • If it’s not clicking – and both parties have tried – let the client go. This rarely happens if you’ve really listened to your client’s needs – but it happens for various reasons. Sometimes, it’s just not a good copywriting “click” and nothing you write will make the client happy. Sometimes, the client is facing behind-the-scenes political pressures and that’s why nothing is working. It’s OK. It’s not fun, but it’s OK. Just give them their money back, refer them to other smart SEO copywriters and wish them well. I’ve had this situation happen three times in 12 years. Two of the clients eventually came back because they liked the way I handled the situation. And guess what – there were no future client issues.

Dealing with unhappy clients can be scary, frustrating and maddening. But remember, if you handle the situation quickly  – and take the time to really hear your client’s needs – you can save the gig. Plus – like what happened to me 15 years ago – you may even get more work because the client likes the way you handled the situation. What a great way to transform a stressful problem into a profitable, happy client relationship!

Looking for low-cost SEO copywriting training? Learn more about the SuccessWorks SEO Copywriting Certificate Program, designed for in-house marketing professionals, agencies, SEO shops and copywriters.

Filed under Commentary, Copywriting, Freelance SEO copywriting, Working with clients

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6 ways to handle it when a client changes your copywriting

October 27, 2009 • posted by Heather

Frustrated womanTalk about frustrating.

You thought what you wrote showcased your best work ever. You expertly followed your client’s content marketing strategy. You chose good keyphrases. And when you finished writing your SEO copywriting masterpiece, you could almost hear the harp music playing softly and feel the sunshine on your face.  Your copy didn’t just sound good.  It sung.

Then a week later, you see what the client actually uploaded. All of your tricky turn-of-phrases were gone. Your Title was changed from a compelling statement to a list of keyphrases. And your headline…you can’t even look at what they did to your headline. You aren’t just mad.  You’re hurt. How could they destroy your copywriting baby like that?

Rule #1 of working with clients. They will change your writing, no matter how good you thought it was. Get over it.

The question is: How to handle it. Here’s what to do:

  1. Leave your ego at the door. Sure, it’s easy to get miffed when a client tweaks your SEO copywriting genius. But take a big step back before you send that nastygram. Did the changes mess with anything important (like the keyphrase usage.) Is the tone and feel consistent? Does the edited copy stick out like a sore thumb? If there’s no real damage to your conversion strategy, keyphrase strategy or Title, it’s probably not a big deal (except, of course, to you.)
  2. Check-in with the client.  You need to understand what happened before you react.  Often, it can be a good idea to phrase your initial email as a question. For instance, “I noticed that you changed the Title. Can you help me understand why?” That tends to sound better, than, say, “WTF did you DO?” Asking questions can uncover additional information you may not have known about – and helps you figure out how to proceed.
  3. Respond and educate. There could be a host of reasons why your work was changed, ranging from, “We thought it would be better this way,” to “Our SEO told us to change it.” Some of these reasons are more logical than others – and they all require thoughtful responses. If a client added a bunch of nonsense paragraphs because their SEO told them a page had to be “750 words for search engine positioning” (true story,) point out exactly how the new copy hinders conversions. If your Title was totally tweaked, help your client understand how Titles need to be keyphrase-rich, yes – but also compelling and clear. Within your response, consider including links to articles and blog posts that echo your sentiments. That way, the client sees that multiple experts feel the same way you do – and it adds credence to your position. Educating the client helps them make more informed decisions – and can often help them see the “SEO copywriting light.”
  4. Offer a compromise. Depending on the scope of work, it’s sometimes worthwhile to tweak the copy one more time, merging the client’s changes with your original text. Sometimes, a little copy-massaging can go a long way – and the client will (hopefully) see the difference between their edits and your shining final product.  Or, if nothing else, you’ve made the page just a little bit better.
  5. Try testing. If a client is sold on their 1,000-word sales page – and you’re trying to slice it to 200 – see if the client is open to testing your version against theirs. An A/B split test will provide irrefutable data that will show your client what really works (rather than what they think will work.)
  6. Let it go. At the end of the day, your client is the “decider” – not you.  If you’ve emailed your thoughts, backed them up with evidence and discussed the SEO ramifications – there’s really not much else you can do. Give it some time and see if you can revisit some options at a later date (like A/B testing, or tweaking the copy.) A few months of so-so results may help the client be more open to your expert advice – and you can finally start showing them what good SEO copywriting can do.

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Filed under Content marketing, Copywriting, Freelance SEO copywriting, Working with clients

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Daily SEO copywriting candy: The business side of starting a freelance SEO copywriting shop

March 31, 2009 • posted by Heather

Candy coinsAh, if I had a dollar for every time I’ve heard, “So, it’s easy to be a freelance SEO copywriter, right? All I need to do is learn SEO copywriting, find clients and start writing.”

Well yes. And no. Certainly, finding clients is important. And if they’ve paid you, clients really appreciate when you actually do the work and write the copy. But being a freelance SEO copywriter is more than writing catchy taglines and doing killer keyphrase research. If you don’t have a handle on the business side of your business (you know, the un-fun stuff like legal and accounting,) you’ll be out of commission before your first year.

If you’ve decided on a SEO copywriting career, consider lining up these five things before you launch your online writing business. Your life will be easier in the long run if you do. Trust me.

  • Client contracts. Yes, I know that contracts seem so...businesslike and impersonal.  They are also incredibly important. A good client contract outlines the SEO copywriting work you’ll perform, discusses what (and when) you’ll get paid and discusses other details like how many revisions you’ll do and what happens if a change is out of scope.  A common newbie SEO copywriting mistake is figuring that you’ll deal with contracts when you’re making more money. Get over it. You need them now.
  • A good bookkeeping method (or a good bookkeeper.) Creative people are really good with creative stuff. We’re not so hot when it comes to numbers and taxes and “having to get tax forms in on time.” Setting up a good bookkeeping system before you start your business (or enlisting the help of a trusted friend) can save you hours of frustration later. I know many writers who use QuickBooks – although everyone has their personal favorite.
  • A solid marketing and networking plan.  Many SEO copywriters are fantastic online writers, and can skillfully craft fantastic promotional copy for any-sized client. When it comes to promoting themselves…well…not so much. It’s true that if you’re an introverted writing type, getting yourself out there (whether online or face to face) is remarkably scary.  One way to help make it slighly less scary is to outline a very specific marketing plan. Who is your target audience and what are their exact needs? How can you start a conversation with them? Once you start a conversation, what will you talk about? Whether online, offline (yes, people still create and use print brochures) or on Twitter, it’s crucial to have a solid start-up marketing strategy. The good thing is, once you’ve done the hard part (planning your strategy) and you have a focus, doing the networking stuff doesn’t seem quite as frightening. Really.
  • Money. One of my favorite small business war stories is how I started SuccessWorks with a $1,000 gift from a friend – with no money in savings. I was also single and lived in a house with a very inexpensive mortage, so although what I did was still incredibly risky, I had a solid handle on the situation. No matter how confident you are that you’ll be able to gain new clients immediately, take the time to figure out the financial side of things. How much should you have in savings “just in case?” How much money do you need to make a month to pay your expenses, pay taxes and pay yourself (knowing that you may not be able to pay yourself right away.) Many a freelance online writer’s business has failed because she didn’t make enough to live on.  I love TaxMama for small business money and finance tips (and Eva Rosenberg, the owner, is an incredibly wonderful woman.)
  • Make yourself a “real business.” Some new freelance SEO copywriters don’t get a separate business account and fail to file for a business license. Outside of the tax ramifications, getting a business license, filing tax forms and setting up the bank account is important for psychological reasons. A business license proves that you have an actual business.  You’re not just someone with a hobby. You’ve taken the plunge. You’re living the dream. You’re out there.  And that’s a very exhilarating (and incredibly addictive) feeling.

Now, what “must-do” startup steps would you add?

Wondering if a career as a freelance SEO copywriter would be good for you? I’ve created this 6-hour SEO copywriting training DVD in conjunction with AWAI, teaching you everything you need to know to be a freelance SEO copywriter.  Take a peek today!

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Filed under Copywriting, Freelance SEO copywriting

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