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How to charge for freelance copywriting services

February 23, 2012 • posted by

Probably the most common question that freelance copywriters ask me is “How much should I charge?”

I know what these folks are really asking. They want me to gaze into a crystal ball and reply, “You should charge $X per page. If you charge that rate, clients will love you and you’ll make lots of money. Now go forth and write.”

If it was only that simple.

Pricing for copywriting services will always be a challenge. When you’re just starting out, you don’t know what you don’t know – so it’s very easy to undercharge (or price yourself too high.)

When you’ve been in business for a few years, raising your rates can be a very scary experience. You’re afraid of losing the clients you already have (or not being able to land new ones.)

Of course, it doesn’t make sense to stay in business if you’re never able to raise your rates…so you’ll constantly be facing this dilemma.

Then, there’s always figuring out the best way to charge the client. Per page? Per project? Come up with a magical number and hope the client goes for it (yes, we’ve all been there!) ;)

If you’re stuck in the “how should I charge for services” quandary, here are some guidelines to get you through.

First, you’ll want to start by asking yourself four questions. These questions are applicable if you’re brand new to freelancing, or if you have an established business. In fact, you may want to revisit these questions every six months or so and confirm that you’re still on track.

Question #1: What are your income goals?

This is an incredibly important point that many freelancers ignore. I’ve seen freelancers charge $10 a page just to get business in the door – without realizing the long-term impact of that decision. Think about it: If you have a $750/month rent payment, that means that you need to write 75 articles a month just to make your rent. That’s not counting food, electricity, gas, taxes…you get the picture.

Do you really see yourself writing 150 articles a month just to make $1,500? Nope. I didn’t think so.

To come up with an income goal, you’ll first want to determine what your monthly expenses are (both business and personal.) Then, increase that number by 35% (which represents what you’ll want to set aside for taxes.) This is the base amount you’ll need to make just to keep your doors open.

I would recommend adding another 10% to that number, too. That way, you can put money aside for a new computer, travel, or any other business expense that may pop up. Better to put that money aside now than put a purchase on a credit card later.

Question #2: Who is your target market?

Is your heart with small, local businesses? That’s fantastic! Just know that small businesses have smaller budgets  – and if you’re expecting mom and pop businesses to pay you $300 per page – or $250 an hour -  you’ll need to adjust your expectations. However, if you’re working within a specialty niche market, it’s possible to charge much more money.

Question #3: What’s your experience level?

Here’s a reality check: If you are new to copywriting, your rates will need to reflect that. You are not going to start out making $500 a page, no matter how many books promise “huge profits” in your first few months.  Once you can show results (happy client testimonials, rankings, case studies, etc.,) you’ll be able to charge your target audience more money.

Experienced copywriters can (and should) charge more. Have you gone through specialized training (such as the SEO Copywriting Certification training?). Have you written a book? Are you the recognized copywriting expert in a certain niche? Are you a recognized speaker and trainer? These feathers in your cap can (and should) translate into a higher per-page rate.

Question #4: What are other writers charging?

This one is trickier. Some writers will share their pricing information. Others consider it competitive information.  Chris Marlow developed a copywriting pricing guide that provides some guidelines. And sometimes, clients are very open about what other writers have charged in the past. Just remember – just because a writer is charging X doesn’t mean that you should charge the same thing.

So, now that you hopefully have a better idea of how to charge, let’s consider the various ways you can work with clients.

Hourly pricing:

Some freelancers love hourly pricing. On the surface, it looks like a great way to make sure that you’re getting paid for all of your research and writing time. However, this approach can backfire in a number of ways.

First, it works against you as a writer. When you first start out, it may take you five hours to write one page. A year later, it may only take half of that. That means that the better and faster you write, the less money you’ll actually make. You can compensate for this by raising your hourly rate, but the other challenge is…

…hourly pricing doesn’t showcase the value of what you offer. Since clients don’t know how much work goes into writing a page, they’ll often ask you to “only spend an hour” or “just a few minutes” to save time (and money.) That means you’ll be turning in sub-standard work and making less money. No fun.

Per-page pricing:

Most freelancers I know operate on a per-page basis. This structure is easy for clients to understand – they know that every web page you write is going to cost X.  It also allows freelancers to charge for the value of their work. After all, if you spend 10 minutes writing a page – and that page results in $10,000 worth of sales – charging $300 is a pretty solid investment.

The challenge with per-page pricing is that you need to have very clear boundaries. If your client asks you to “make just a few extra tweaks” (that weren’t originally in the scope of the agreement,) – you’ll “lose” money. Your contract should include information about how many revisions are included, how long you’ll spend on the phone with their team and what work is considered in and out of scope.  Be warned – a client who needs to chat with you 30 minutes a day to “make sure we’re on the same page,” will eat up your budget quickly – so make sure that you set expectations up front.

Project-based pricing:

This is also a popular way of pricing client projects. Rather than outlining your services and how much they cost, you’d quote a price for the entire project.  This can be an excellent pricing method if you’re afraid that the client will slice something out of the quote that you’ll need to do your job well (such as cutting out keyphrase research in order to save a few bucks. Yes. it happens.)

The challenge with project-based pricing is you may underestimate the time you’ll need to spend – so what you think will take you 10 hours may take you 25.  Sometimes, you can go back to the client and ask for more money…but usually only if you’re already addressed this in your agreement. Otherwise, it looks like a bait-and-switch.

Like per-page pricing, you’ll have to set some really clear boundaries. If this is your preferred pricing method, just make sure that the client understands what’s included – and what may trigger an additional fee (with the client’s approval, of course.) That way, you’re protected – and the client knows exactly what they’re paying for.

One final warning…

My final piece of advice? Don’t sell yourself short.  It’s tempting to charge a rock-bottom rate just to get business in the door – or be too afraid to raise your rates. As my father used to tell me, “If nobody is complaining that your prices are too high, you’re not charging enough.”

That’s excellent advice.

What about you? What pricing advice would you add?

 

Want to see how making small changes can help “move the needle” and make you more money? Check out the Turn Content Into Cash Copywriting Boot Camp.  If you zip an email to write4income@aweber.com, you’ll receive a free Copywriting Income Planner (and yes, some information about the Boot Camp, too.)  Enjoy!

Photo thanks goes to 401K.

 

 

 

 

 

 

 

 

Filed under Tips and techniques,Working with clients

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Winter of your discontent? 6 steps to fighting freelancer’s funk

February 14, 2012 • posted by

February’s a hard month.

You start to have doubts about seeing through your new year’s resolutions . . .

It’s when bills pile up . . . deadlines start to loom . . . your belly flab hasn’t shrunk noticeably . . . and colds and flus catch you unawares.

The sparkle of the holidays has disappeared and you feel a little deflated.

And - ah yes – Valentine’s Day brings a bittersweet reminder of both the loves in your life . . . And the challenges to loving and being lovable.

It’s an easy time to get lost in a funk. And this can be particularly tough if you’re a writer.

  • Once a funk starts brewing it can chase away your Muse, seep into your freelance business and bring it to a standstill.

Writing requires you to put your whole mind into it. It’s pretty hard to transfer words to page when a whole bunch of unruly thoughts are knocking around inside your mind and tugging at your heart.

When life’s distractions start to occupy your mind, it can suck up your productivity like a black hole.

I know – I’ve been there. See, I recently went through a pretty good funk.

All the discipline and structure I’d set up to keep my freelance health copywriting business and larger life clipping along at a good pace went flying out the window. I was unable to keep my focus on projects or get work done effectively. It felt like I had hit the Everest of writer’s block.

I kept plugging along but eventually I had to pay attention to this messy stuff that didn’t fit into my neat business plan and calendar. And I needed to take care of it.

The distractions were not business related – personal baggage, family stuff and concerns about my mother’s health. Nonetheless they had everything to do with my freelance writing success since they made it impossible for me to work with the focus and pace my business demanded.

In essence, taking care of them had everything to do with taking care of my business.

  • Here’s what I did, step-by-step, so that within a couple months I was back in gear.

And here’s the beautiful thing: Despite the fact I had to defer some jobs while I sorted through things, my business benefited in the long run.

I was able to return to writing with a clear head and a stronger voice.

I was energized and ready to go back to work full throttle. Which meant that – thanks to some aggressive marketing – I was soon booked solid several months in advance.

Best of all, I had regained solid ground with my children and spouse. I was healthier and trimmer. And I had been able to help my mother make some much-needed changes that made her safer and happier.

Fight The Funk Step #1 – Take a step back from business as usual.

Get away from distractions and let your mind ramble a bit. And I really mean get away from distractions.

We rarely give ourselves “empty space” and time to let our thoughts surface. It’s so easy to distract ourselves with all our electronic information.

  • Clear some headspace.  Even if you just take half an hour to sit with your eyes closed and ponder what’s eating you.
  • And ease off the gas a bit. You still need to discipline yourself to keep things going at a reduced pace. You still have to slowly increase the pressure on the gas pedal as the weeks go on – even when your heart isn’t ready for it.

But prioritize and cut out what you can. Clear some time to listen to the internal mumblings that are fast becoming insistent yells.

  • I guarantee: The productivity you lose now will come back in a roaring flood once you’ve taken on the source of your funk.

Fight The Funk Step #2: Hone in on the problem and reflect.

  • Ask yourself: What’s getting to me? What issues have come up that I shoved to the back of my mind and replaced with work?

Also, make sure you reflect on the good things in your life. Often enough when you look at the good things, the tough things become less daunting. This is not about being Pollyanna-ish. But perspective can help you keep your energy up and focus it where it’s needed.

Reflect and take notes. But don’t get stuck here. Too much reflection can be counter-productive.

  • Action restores a sense of control and positive momentum.

Fight The Funk Step #3: Brainstorm your solution.

Figure out how you can solve the problem or issue and create a step-by-step action plan. What action can you take to solve it? Do you need to enlist some help? Do you need to confront someone? Do you need to make some changes?

  • Focus on moving towards action and change.

And even if you feel the problem can’t be solved by you, there usually is some action you can take to live more effectively and comfortably with the problem.

  • Figure out what you can do to regain some control. How can you gain the peace of mind that you did your part to resolve things?

Brainstorm. Be creative. Don’t nix any potential solutions outright. Allow yourself to look at different options.

But keep moving forward. Turn this into . . .

Fight The Funk Step #4: Create an action plan.

Starting with your desired outcome, go backwards and map out step by step how to get there.

Make the steps doable. Think about what you need to put in place to get from one place to the other.

  • Most importantly, make sure it starts with something you can do just about immediately so you can move into the action phase of getting out of your funk.

Fight The Funk Step #5: Schedule your action plan and commit to it.

Use a calendar or a list to schedule your steps. And then commit.

  • This is key.

When we’re emotionally drained it’s hard to muster up the energy to get things done. By scheduling actions you save yourself tons of energy.

You just do it. No debate. No internal quizzing about whether you feel up for it. Just do it.

Fight The Funk Step #6: Keep yourself fueled.

Your best bet for taking care of business (and I mean everything – family, emotional, writing, and more) is to have the physical capacity to do this.

Make sure you make healthy habits a part of your day:

  • Get some exercise in every day. Even if it’s just some jumping jacks every few hours, exercise will give you energy and shift your mood.  Making exercise part of your morning routine is an especially good way to get a little action in. It sets the tone for the entire day and gives you a burst of can-do attitude.
  • Eat well. Caffeine, sugars and too many carbohydrates will just drag you down – emotionally and energy-wise. Snack on good proteins, lots of vegetables and fruits.

The work of writing requires substantial brain food. (Notice how you get the munchies when working on a project?) Your brain uses up about a ¼ of your total calorie intake – more when you’re concentrating hard. So make feeding your brain right a priority.

Remind yourself that each bite is an act of regaining control over your situation.

And enjoy your food. Use mealtimes to relax and recharge.

  • Get your sleep. When I got dragged down by a funk I was pushing it in terms of sleep. This only contributes to a short wick and inability to focus. Do what you can to get 7-8 hours of snoozing in.

Fight The Funk And Get Back To Work!

You can find all kinds of tricks and techniques for conquering writer’s block. But sometimes none of them will do because something deeper is getting in the way.

All too often we’re told that we’re being irresponsible, undisciplined or lazy if we step back from business a bit to restore our focus. But as I’ve found – and you will too if you follow this plan – stepping back can help you leap forward.

Put this plan to use and you’ll be able to restore your business and your enthusiasm for your work as a writer.


About Sarah Clacher

A proud graduate of the SuccessWorks’ SEO Copywriting Certification training program, Sarah Clacher  has combined her expertise in health and her experience running a freelance health copywriting business into a special resource for home biz owners, freelancers and solopreneurs. Her website, Your Healthy Home Biz, provides inspiration and a system for transforming your workday so you can run your home business without running yourself into the ground.

 

Did you enjoy this post? Do you want more details on how to energize and transform your work day?  Get your FREE Fight The Funk Action Kit and special report, The Simplest Most Important Thing You Can Do For Your Business, Your Waistline And Your Life at Your Healthy Home Biz: Fight the Funk.

 

 

 

 

 

 

 

 


 

 

Filed under Freelance SEO copywriting,Tips and techniques

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Is traditional copywriting dead?

February 2, 2012 • posted by

Is the latest “Google Plus” news making you think that traditional copywriting is dead – and it’s all about social?

I received this note from a talented SEO copywriter:

“It’s really true that it’s important to do what one loves – and because I have ADD, I find social campaign management/monitoring, etc. to be extremely difficult, staying on top of Twitter and Google+ and FB and LinkedIn and StumbleUpon and YouTube and and Hootsuite and hash-tags and likes etc. ;-) It’s downright painful for me and I’d rather chew glass I’m afraid… 

Is there a place for an SEO Copywriter who has very strong skills in writing website core content, email/landing page campaigns, blog posts, case studies, reports, ebooks, etc. (which is a heck of a lot) — and not do social posts/monitoring too? I was recently asked to submit a proposal for a social campaign and I’m actually dreading it. I don’t even want the project. “

If you cut your teeth on traditional print copywriting, this may really hit home. Once upon a time, you may have been writing catalog copy (for print catalogs,) direct mail pieces and display ad copy.

Today, you’re being asked to research keyphrases, keep up with the latest search engine changes and watchdog social media campaigns.

Which leads many copywriters to ask the question “Is traditional copywriting dead?”

The answer is no. Not really. But things certainly have changed.

Many folks know that I cut my teeth on print copywriting. Long before we were Googling, I was writing ad copy for a local newspaper and developing marketing collateral for screw compressors (really.) Moving to an online environment was a very different experience 14+ years ago. Readability rules changed – since people were reading off of a monitor, that meant presenting the content in a slightly different fashion. Skill sets changed – I had to learn how to research keyphrases and segment them by buyer’s intent. And yes, I did have to keep up with the latest search engine changes and learn the technical lingo.

I think the definition of “copywriter” (and “copywriting”) has changed and morphed over the years. Today, a copywriter may still choose specialize in print communications (print is not necessarily dead and can still gain some great returns.) Or, a copywriter may love writing emails, landing pages and special reports. Or, some copywriters (sometimes called social media writers) may love tweeting, Google+-ing and Facebooking.

At the same time, how we write what we write goes back to traditional copywriting techniques. Show, not tell. Make sure your reader knows “what’s in it for her.” Know what makes your reader tick. The list goes on and on…

So “traditional copywriting” isn’t dead. There’s just more opportunity.

Does this mean that you, as a copywriter, need to embrace and do everything? No. It is perfectly OK to tell your clients, “I specialize in X copywriting” rather than tacking on Y and Z and gritting your teeth the entire time.

Having said that, there are some things that you may want to consider:

If you’re working online, it’s crucial to keep up with the latest search engine changes. Sticking your head in the sand because SEO is “too technical” can hurt your clients (something may change that you need to know about) and makes you look dumb (you want to be able to answer your clients’ questions.) It doesn’t mean that you need to be an expert. Just know what’s going on.

If you’re getting a lot of requests for X, partner with another copywriter. If you’re a print copywriter, the smartest thing you can do (assuming you don’t want to learn how to write online) is work with another copywriter. Then, when a client requests something you don’t like to do, you can hand it off to someone you know and trust. You could even build up a powerful virtual agency with this technique. Imagine being a “one-stop shop” for print, online sales pages/email and social – wow!

Always try something new – but be gentle with yourself. It’s easy to get caught up in the “I don’t want to learn that – I’m already overwhelmed” trap. And yes, it really is easy to overwhelm. Choose one “thing” a quarter that you learn more about. Maybe it’s learning more about SEO copywriting. Or try setting up a Google+ account and build your Circles. Or if you’re more of a sales writer, try your hand at an ebook. Trying things new keeps you fresh and curious. And besides, you may discover that you actually like whatever you just tried – and you can develop a brand-new profit center.

Are your clients asking about SEO and you need to know more about it? Do you have a print background and need to learn how to write online? Check out my SEO Copywriting Certification training for step-by-step help.

Photo gratitude to tj scenes

Filed under Freelance SEO copywriting,Tips and techniques

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Are you suffering behind the scenes?

January 19, 2012 • posted by

Have you ever said, “If I have to write one more post about (something you’ve been writing about a lot) I’m going to go completely insane?”

Yeah, me too.

Once upon a time, it felt like I wrote copy for every cosmetic dentist in North America. At the drop of a hat, I could talk about veneers, teeth whitening and “laser gum surgery.”  Yeah, I was great fun at cocktail parties.

I was also bored too. So very, very bored.

I’ve seen this happen to in-house and freelance copywriters. Every day feels exactly like the day before. Your writing no longer energizes and excites you.  Everything you write starts to sound exactly the same.

If you’re being really honest with yourself, you know that your writing is starting to suck.

Here’s a reality check: This is very common.

And here’s another: You need to get a handle on this and stop suffering behind the scenes. Fast.

Here’s what to do:

Take some time off. Have you been working some heavy-duty deadlines? Is it hard to remember your last vacation? Your lack of creativity is a big red flag with “You’re burning out” in big, block letters. If you’re thinking, “I can’t afford the time. My clients/employer needs me,” consider this: They hired you for your writing ability. If your writing quality is dropping, you owe it to your client to take a break.

Give yourself some space.  Is a short-term holiday not possible right away? Start giving yourself “writing breaks.” I’ve found that scheduling one or two non-writing days during the week makes an incredible difference – and what I do write is sharp, flows easily and is even fun to write.

Take on a new challenge. Consider taking on a new client that’s not in your current niche. Or writing a short story just for fun. The key is to break out of your writing rut and stretch your wings. It’s amazing how focusing on something else for awhile can help us regain passion for our current gig.

Split up the work. Do you have 100 pages of personal injury law copy staring you in the face? Are you wondering how you’re going to write all those product descriptions without losing it? Sometimes, the best way to give yourself a break is by letting someone else do the work. If you’re still feeling the burnout blues, see if another writer can take some pages off of your plate. Not only will you get a break, but reading someone else’s copywriting approach may spark some new ideas.

Let it go. Does another type of writing (or client) excite you ? There’s no law that says that you have to keep working with the same niche group – or writing about the same topic. Slowly phase out the work that’s making you suffer and make room for your new profit center. Sometimes, a new direction is all it takes – and you’ll finally remember what you love about copywriting.

What about you? What do you do when you’re “suffering in silence?”

Do you have too much content to write, and no time to write it? My Certified SEO Copywriting team can write blog posts, product descriptions sales pages and more. Contact me for details – I’m happy to help!

 

 

 

 

Filed under Freelance SEO copywriting,In-house Content Marketing,Tips and techniques,Working with clients

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Are you putting your freelance copywriting business at risk?

January 12, 2012 • posted by

“I’m working my butt off and writing all the time, but I’m barely scraping by. What’s wrong with me?”

You know the difference between a successful copywriter with disposable income and one that’s just getting by?

The first copywriter isn’t just a good writer. She’s a smart businesswoman, too.

Every year, I hear about new copywriters entering the space – and that’s a wonderful thing. But there’s a scary side to this too. Although these folks may be whip-smart copywriters, they may not know a darn thing about running a business.

And that will, eventually, bite them in the butt.

Here’s a reality check: if you don’t have the business side of your business tight and wired, you will fail.

You won’t make the money you can make.

You’ll burn yourself out.

You may find yourself “stuck” paying a tax liability that you weren’t expecting to pay.

You may need to refund money to a client due to a bad contract.

In short, you’ll feel like you’re on a hamster wheel of a lot of work for little pay.

And that’s not why you’re in business for yourself.

Want to avoid this trap? Get business-savvy. Now.

Whether you’ve been in business 10 minutes or 10 years, here are some things to think about:

  • Are you writing what you love to write? Or are you gritting your teeth before every gig? If you’re not enjoying what you do, you’re not going to do a good job.  What other writing tasks will make your fingers fly, your heart soar and your pocketbook fill with cash?
  • Does it feel like every client you have pays late (if at all,) is a pain in the ass to deal with and doesn’t appreciate your work? You’re attracting the wrong type of client. It’s time to let some clients go and track down a new target audience.
  • What is your contract like?  I’ve seen a bad writing contract almost bankrupt a writer. Don’t let this happen to you – even if you feel like you can “trust” your client. Find an attorney who can help – it’s not going to cost as much as you think.
  • How many prospects are in your sales pipeline? How do you find prospects? Do you wait for them to contact you (bad idea.) Or are you proactively tracking them down?
  • What happens if you get sick or tragedy strikes? Do you have a colleague who can fill in and handle the work (because flaking out on your client is never, ever an option.)
  • Are you working with a tax professional? There is nothing worse than discovering that you have a huge tax liability that you could have avoided with a little planning. A savvy accountant will make sure that you’re in the best financial position.
  • Are you spending hours creating proposals and then not getting the gig? How is that working out for you? Have you considered that there may be another way of packaging your services?
  • How much money do you have in your business savings account? If you need something – like a new computer – how do you plan to pay for it? And no, saying “my credit card” is not a smart option. :)
  • What’s your unique sales proposition (your U.S.P.) How do you communicate your U.S.P. to prospects? If you can’t communicate what makes you unique, you won’t land the gigs you want.

Your business is like your baby – and you need to do everything you can to protect it and help it grow. That may mean spending money on contracts and consultants. Or incorporating your business. Or even firing some clients and retooling your sales and client acquisition strategy. Any time or cash that you spend improving your company will always pay off  – and you’ll enjoy the freedom (and fun) of a well-managed, profitable copywriting business.

Did you just launch your copywriting business? Have you been freelancing for awhile, but you’re feeling “stuck?” You may want to consider my Copywriting Business Bootcamp. Just let me know how I can help.

Photo credit: KatJaTo 

 

 

Filed under Freelance SEO copywriting,Tips and techniques

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Screw resolutions. Take action instead!

January 5, 2012 • posted by

Lately, I’ve been seeing quite a few posts discussing how SEO content marketing should be on the top of every businesses’ resolution list.  For instance, there’s this post. And this one. And this one.

These are all great posts. But here’s the thing…

…I’ve read these “write more quality content” resolutions before. For about 14 years now.

And you know what? Very, very few companies follow through. They want to. They mean to. But then, content marketing gets pushed to the back burner. Or, even worse – someone does a half-assed job just to get it off their plate – and the results (and writing) shows it.

To me, putting something on a “resolutions” list is the same as saying, “Here’s what I’d like to have happen. But I don’t have a plan to get there.” It’s a fuzzy goal – and I can’t get invested in a fuzzy goal. As soon as the next shiny thing comes along, I’m more apt to focus on that and ignore whatever resolution I created.

But here’s what does work: Taking action. Don’t just say, “I’m going to write more content in 2012.” Get off your butt and do something.

You’ve probably heard of creating S.M.A.R.T goals:

  • Specific
  • Measurable
  • Attainable
  • Realistic
  • Timely

The S.M.A.R.T framework gives you an easy way to bring your resolutions into reality. The next step is breaking down the goal into action steps.

For instance, maybe you want to revamp your site’s copy. You know that sales have been slow for awhile, and you suspect that the writing may not “hit the mark” anymore. Action steps could be:

  • Reviewing your analytics – what pages are doing well? Where are you losing your readers?
  • Contemplate your customer persona – is your target market the same as when the content was last written? Are the benefits still relevant?
  • Review your SEO effectiveness – are the search engines driving qualified traffic? Are you positioning for your main keyphrases?
  • Review your sales copy – does it match your customer persona? Does the copy pop, or is it flat?
  • Consider your resources – who would rewrite your content? Do you have the resources to do it in-house, or would you need to outsource?
  • Do you need to find qualified vendors? If so, how would you find them?
  • What’s your drop-dead, deadline for all content to be on the site? Make sure you give your team plenty of time to complete everything necessary. My recommendation: Figure out how many months you’d need to finish the job, and then double that amount.

See? That’s much more specific than “I resolve to revamp my site’s sales copy.”

If you’re a freelance copywriter, one of the most popular resolutions is to “make more money.” Unfortunately, that won’t magically happen without you making some business changes. For instance, some action steps could be:

  • Contact old clients and see if there’s anything that you can help with.
  • Research a new marketing technique (such as Twitter) to help get the word out.
  • Go to a local business networking meeting.
  • Expand your skills and specialize in a new niche (for instance, going through the SEO Copywriting Certification training.)
  • Raise your prices (I know it’s scary. But you need to do it.)
  • Get a handle on your taxes (Eva Rosenberg developed a module for my Copywriting Business Boot Camp that discusses tax issues for copywriters.)
  • Find a mentor and get expert guidance.

The key is: all of these action steps will move you forward rather than leaving you stuck. Instead of “resolving” to do something, you’re actually doing it and making progress.  Before you know it, you’ll have a SEO content marketing plan that rocks – or a freelance career that gives you the lifestyle you want.

It’s all about taking action.

Now, what are you going to do right now to improve your business and personal life? Leave a comment and let me know! :)

Photo thanks to Acererak

 

Filed under Freelance SEO copywriting,In-house Content Marketing,Tips and techniques

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Balancing SEO and copywriting best practices: a true story

January 3, 2012 • posted by

Guest Author, Nick Stamoulis

I was working with one of my social SEO clients on their blog. My SEO company, Brick Marketing, was responsible for writing two blog posts each week, which we would then promote through the client’s various social networks as they went live.

We were specifically instructed to make sure the blog posts were “SEO friendly” and would do well in the search engines. However, before we even scheduled the blog posts I would send the new posts over to my client for their approval. If they had any changes or comments about the post, they just had to email me back and I would have my writing staff change the post as directed.

One day, they sent back a blog post with so many edits, changes and corrections that you could hardly discern the original article. When I asked them what they didn’t like about the original post, my client responded “Oh no, we really liked the post. We just didn’t understand why you had put those links in there. The blue text is really weird looking. And we thought we should only focus on the same keyword through the whole post, so we removed the variations so as to not confuse our readers.”

They essentially threw the SEO component of the blog post out the window!

I’ll be the first to say that any content, whether it is a blog post, article or webpage, should be written for the reader first and the search engines second. But even great content needs a little help getting found and read by your target audience. That’s where SEO and content optimization come into play.

Here are 4 ways to balance content optimization and traditional copywriting:

1. Don’t dumb it down.

Have a little faith in your readers. Writing generic and generalized content so you can target broad keywords won’t do anyone (you or your readers) any good. Don’t be afraid to target long-tail keywords that someone further along in their research process might be using to find related information. The most specific audience you can write your content for is the best chance you’ll have of earning their business.

2. Incorporate keyword variations.

Speaking of specific keywords, there is no rule that says you have to target the exact same keyword throughout the entire blog post. Obviously you want to stick with keywords that accurately reflect the theme and messaging of the content, but don’t be afraid to throw some variations in there. This not only makes your content much more natural sounding, it also helps your content appeal to more searches. Not everyone searches for the same thing in the same way, so variations help ensure you aren’t accidentally alienating a segment of your target audience.

3. Use anchor text to get the link.

Interlinking your blog posts is a great way to keep your readers engaged, educate them further on related topics and show off your industry savvy. No blog post is an island! Obviously you don’t want to pepper your blog posts with dozens of links (it can get a little distracting for your reader) but incorporating 2-3 links via anchor text is a great way to beef up your blog’s SEO! By using anchor text instead of the full URL to direct readers to another blog post (or even a page on your site) you are keeping the flow of your content intact and spreading the link juice from more popular posts across your blog, lending more value to other posts.

4. Write first, optimize second.

Getting the words down on paper is probably the hardest part about writing a blog post. Yet some site owners seem like gluttons for punishment and think that every word has be to perfect for SEO before they can move onto the next. You don’t have to sacrifice great content in order to make a blog “SEO friendly!” In fact, site owners should write the post first and THEN go back in and see how you can tweak it for SEO. If you can’t make a keyword fit, then don’t force it in. If you can’t find a reason to link, don’t bother. Trying to stuff SEO into a blog post is only going to ruin the integrity of the post.

About the Author – Nick Stamoulis

Nick Stamoulis is an SEO consultant and President of Brick Marketing. With over 12 years of B2B SEO experience, Nick Stamoulis shares his knowledge by posting daily SEO tips to his blog, the Search Engine Optimization Journal, and publishing the Brick Marketing SEO Newsletter, read by over 160,000 opt-in subscribers.

Give yourself the gift of a more prosperous new year! Get your certification in SEO Copywriting by the recognized founder of SEO, Heather Lloyd-Martin.

 

 

 

Filed under Freelance SEO copywriting,In-house Content Marketing,Tips and techniques,Working with clients

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10 hottest SEO copywriting posts of 2011

December 22, 2011 • posted by

Wow, it’s the end of 2011 already…

…And that means that it’s time for the “Most popular posts of the year” roundup (cue applause!) :)

2011 was a big year for Google updates – and a big year for SEO copywriting. Most of the top-10 post topics aren’t overly surprising (Panda, anyone?) Other top ten posts surprised me – and showed that many folks are still mastering the “writing for search engines and social” balance.

Without further ado, here are the top 10 hottest SEO copywriting posts of this year. Enjoy!

#10: Did Panda kill SEO copywriting?  Did Google’s Panda update mean the death of SEO copywriting? Not just “no” but “hell no!” Quality SEO copywriting is here to stay – and always has been. If you’ve thought “Why bother with a SEO content campaign,” read this before you give up.

#9: 3 skills every SEO copywriter should have.   2011 was the year of the freelance SEO copywriter. I received more questions than ever about how to launch an SEO copywriting career, how to get an in-house job and how to build a writing brand. Whew!  It’s nice to know that more folks are entering the wild and wooly world of SEO copywriting. Welcome!

#8: The trouble with SEO copywriting. The Panda update taught some folks a lesson: What they thought was “SEO copywriting” was nothing but keyword-stuffed crap. This great guest post by Eric Enge shows how to mix keywords with your value proposition to create tasty, high-converting copy.

#7: “How to write for Google’s Panda update. In the Brady Bunch, the keyword is “Marsha, Marsha, Marsha.” In the SEO industry, it’s “Panda, Panda, Panda.” “Panda” was certainly the SEO buzzword of 2011.  It’s no surprise that this two Panda-themed posts made it into this year’s top ten.

#6: Keyword density: Lose this relic and adopt best practices  Confused about keyphrase density? Apparently, you’re not alone. I’m a little surprised that this post made it into the top 10. My thought: Folks are scrambling post-Panda to figure out what quality copy means. And that’s a wonderful thing. (Side note: I can’t help but notice that Matt uses my “read the copy out loud” tip in his most recent video.)

#5: 5 sure-fire ways to create a killer home page  Yet another “back to basics” post (and the third video post) makes it into the top 10!  If you’re wondering what information is great to have on your home page – and what’s not so hot (hint: don’t shove every keyword you have into the footer) – this one is a must-read.

#4:  How to be an SEO copywriter: The ultimate guide for beginners  I wrote this post a few weeks ago, but it’s already zoomed to the top 10 list.  If you know someone who is feeling “stuck” in their in-house writing job – or someone who is thinking about being an SEO copywriter – send them this post.

#3: How many words should be on your home page? Is your boss (or client) insisting that your home page have a certain word count “for SEO reasons.” Or worse – no words at all?  In this post, I build upon a video post by Google’s Matt Cutts and add my own SEO copywriting spin.

#2: Why social media is good for SEO.  Yes, SEO and social DO play nicely together. In fact, they can definitely help you build exposure, brand – and yes, search positions, too. In the second guest post to break the top-10 list, PRWeb’s Stacey Acevero explains why social media is yummy for SEO. If you’re wondering how the two dovetail, check out this post. It’s a good one!

And the #1 most popular post of 2011 is…..(drumroll please)

Wow. This one was a surprise. I expected a “sexier” topic to be the #1 most popular post. Instead, the post answered an age-old question: How to turn a boring FAQ page into a sales star!

Looks like basic SEO copywriting information is always in style.

Happy holidays to you and yours! We’ll be taking next week off for the holidays – and we’re back in the blogging world on January 3rd. Thank you for reading the posts and sharing them with your friends and colleagues.  I smile every time I see a retweet. Really.

Here’s hoping that 2012 is your best year ever! Happy New Year!

 

Filed under Freelance SEO copywriting,In-house Content Marketing,Tips and techniques

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Are too many words jamming your Web copy?

December 19, 2011 • posted by

Greetings Web writers! In the last SEO copywriting video how-to for 2011, Heather answers a question posed to her on Twitter: “How can you tell if your Web pages have too many words?”

Given that last week’s video discussed three essential tips for writing for the Web, the question of word count makes for a natural fourth in the Web-writing fundamentals sequence.

So without further ado, tune in as Heather discusses how you can tell if your web pages are jammed with too many words:

It’s true that writing for the Web is different…

As we learned from last week’s video post, writing copy for the Web is markedly different that writing for print. With online copy, people are scanning, and they’re also viewing your content from a variety of different mobile devices – and possibly even when they’re doing something else, like watching T.V.

According to usability expert, Jakob Nielsen:

  • People scan first, THEN read. 79 percent of people scan a new website, picking up individual words and sentences.
  • If people are viewing your site on a mobile, they may not want to “pinch” and scroll if the content is hard to read.

So the challenge is that you have to present the copy in a way that makes it really easy to read and really easy to take action.

Unfortunately, some folks react to the “too long” dilemma by going the other way.

The unfortunate side effect…

  • Some online writers who know that readers are turned off by long, scrolling pages may tend to over-react, and produce too-short copy that doesn’t help with conversions, SEO, and most importantly, reader engagement.

From an SEO perspective, there could be more room to insert the keyphrases if there was more copy to work with. From the readers’ perspective and the conversions perspective, more content will help the reader to engage more in the experience, and thereby help conversion rates.

  • You don’t have to strive for super short content. You do have to be able to showcase your content so that it’s easy for people to read the copy, and take action.

So here are some ways to tell if your Web content may be a little too long for the page:

Tip #1: How easy is it to read the copy?

  • The first way to tell is to take a step back and simply look at your site: evaluate how easy it is – really and truly – to read your content.

Take the snippet shown as an example. It is only part of a webpage that is 1,600 words long.  Not only is it a very long page, but for some folks, reading this particular font online might also prove challenging. So these are the things you might want to consider when evaluating your own site copy.

  • If you feel like you’re “too close” to your site content, ask other people for their feedback. It might be interesting to hear their perspectives and suggestions.

Tip #2: What do your analytics say?

Of course, you always want to look at your analytics to find out what people are actually doing on your site:

  • Are people quickly bouncing out of a page?
  • Are your conversions low (or non-existent)?

Analytics allow you to check out those pages that you’re afraid might be running a little too long, and see how visitors are interacting with the page: are they bouncing right off of it? How are the conversions?

Your analytics will let you know if there’s an opportunity to re-write that page if your bounce rate is high, and/or if your conversions are on the low side. Then you can see if you can improve the amount of time that visitors stay on the page, and if you can encourage more visitors to take action.

Tip #3: Test, test and test again

Testing is something that more sites should do, because it is such a powerful tool!

  • Until you test, all you can make are “educated guesses.”
  • Test short vs. long copy and see what happens.

No matter how skilled you are as a copywriter, no matter how well you know your business, until you test your copy to find out what really works, all you do is make educated guesses.

So go ahead and test that long copy against the short version, and see which one pulls better!

From there, you can start testing other page elements, like headlines, and get really dialed in to the point that you have Web pages that you know work: for the search engines, and for your readers.

Happy New Year! To celebrate the beginning of 2012, Heather is offering a 12-percent discount off the full price of the SEO Copywriting Certification program! Just use coupon code SAVE12 and enroll now while the offer lasts!

That’s a wrap for the SEO Copywriting video series for 2011. Have a wonderful holiday, and be sure to join us again on Monday, January 9th, 2012!

 

photo credit to: chris-sy

 

Filed under Freelance SEO copywriting,Tips and techniques

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Is your SEO copy crap? 8 ways to tell

December 15, 2011 • posted by

Last week, a prospect asked what I thought of his site copy.

I took one look and resisted the urge to say, “Um, how much did you pay for this?” The writing was…bad.  Picture a 500-word, below-the-fold paragraph with no hyperlinks, no call-to-action…and what’s worse…

All of the copy was italicized. All of it.

Imagine reading that on a mobile device.

The prospect knew that something seemed “off.”  But he thought, “I hired someone who specializes in SEO copy. Well, maybe the copy should be that way.”

Not by a long shot.

Life is too short to pay for bad copy. If your SEO copy sucks, that means that it’s time to send it back to the writer and get her to fix it.

Here’s how to separate the stupendous from the sucky:

  • Read the copy out loud and hear how it “sounds.” If your content sounds clunky – or if the keyphrases stand out like a sore thumb – send it back to the writer. Over-optimized copy will not do you any favors – and you don’t want your readers bouncing out of your site the second that they arrive.

 

  • Do you have the urge to bring out your red pen and slice unnecessary words? Smart SEO copywriting is tight – which means that the writer is using as few words as possible to bring the point home. If you feel like the content is “fluffy,” send it back for editing.

 

  • Does the copy make your company’s benefits “pop?” Or is it all focused around features? One tip: Review how many times the writer used the words “we” and “our company.” If you find that it’s focusing too much on features and not enough on benefits, send it back.  If the page is live, try out this fun “We-We Calculator” for feedback.

 

  • Is the copy focused around one single keyword? Good SEO copywriting focused on two-to-three keyphrase variations. If you’re seeing the same word repeated over and over, have the writer rewrite it.

 

  • Are there spelling or grammatical errors? Granted, your writer is human – and things happen. But if you are seeing multiple errors and you’re finding yourself correcting the document, stop. That’s what your writer is supposed to do for you.

 

  • Is there a call-to-action? This could mean linking to a sales page, another blog post, or encouraging folks to sign up for a newsletter. Your writer needs to weave your site’s (and your page’s) conversion goal into the copy. If they haven’t, it’s time for a rewrite.

 

  • How is your page Title (what appears as the clickable link on the search engine results page.) Does it include the page keywords? Is it enticing? Or is it a bunch of keyphrases separated by pipes? If you’re thinking, “Hmm, I don’t think I’d click on this result,” send it back to the writer.

 

  • Is the page easy to read? Long, scrolling paragraphs are visually overwhelming – especially on a mobile device.  If the paragraphs are long – and you’re not seeing any subheadlines that break up the text – have your writer check out these Web writing tips before they rewrite the copy.

What happens if your writer revises the content – yet your SEO copy is still crap? It may be time to let the writer go and find someone else who better suits your needs. Better to take the loss now and move on, then upload crappy copy and suffer the consequences.

 

Filed under Freelance SEO copywriting,In-house Content Marketing,Tips and techniques

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