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  Proof points: elevate your copy with a touch of reality

  
  The words you write on the web don’t carry much weight. Corporate web copy is littered with platitudes, boasts, claims and statements of ‘facts’ – all with questionable levels of truthiness. Because any company can claim to be:

  • experts
  • experienced
  • creative
  • enterprising
  • this list could go on forever

  the words are weak.

  Great web copy gets beyond empty words and offers something tangible.

  Don’t claim to be an expert in your field. Demonstrate your experience with copy that reveals your knowledge. Get down to details – talk of things that only the initiated know about. You don’t have to bore people with your technical prowess, just give them a hint of the expert knickers under your corporate skirt.

  Your web copy is not the only way to reassure visitors that you really are experienced/creative/enterprising/expert. Make liberal use of testimonials, case studies and portfolio pieces to give proof. The imagery and design of your website is crucial in this respect.

  Ask yourself how you can stand out from every other business that claims to be the best – how can you show that you’re the best?

  17 days on
  Freelance Copywriter | Web / SEO Copywriter | Brighton/London
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  Writing a book on freelancing I’m writing a book!!! I’m very excited about this. Ever since I wrote ‘Monkeys’ – my powerfully insightful poem about the nature of monkeys – at the age of 7, I’ve fantasised about writing a book. Now, at the age of 32, I have my first opportunity to write a book, and it’s really exciting. I’m [...]

  2 months on
  Freelance Copywriter | Web / SEO Copywriter | Brighton/London
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  Keywords: Research vs Guesswork There are two main approaches to choosing the keywords that you use within your site: Guesswork You ask yourself, “what would I type into Google if I was looking for myself?” and write down everything you can think of. Job done? Research You analyse competitors, take your ‘guesswork’ list and put it all into Google’s Keyword Tool. You make [...]

  2 months on
  Freelance Copywriter | Web / SEO Copywriter | Brighton/London
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  Coming to terms with ‘content’ Not so long ago, I objected to the word ‘content’ when used to describe the words and pictures that populate websites. ‘Content’ seemed degrading, a lowly term for what might be carefully-crafted copy, perfectly-composed pictures or a web-cam wizard’s captivating video. So ‘content’ doesn’t sound amazing. It’s a bit like calling the words between the covers [...]

  2 months on
  Freelance Copywriter | Web / SEO Copywriter | Brighton/London
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  Why I want to talk to your people Good copywriters will talk to you. They’ll ask you questions that will draw out useful information. They’ll be bloodhounds on the trail of wounded meat. They know what they’re after: the pieces of information that matter most to your clients. Once they’ve found it, the good copywriter retreats to his lair to write. Great copywriters want [...]

  2 months on
  Freelance Copywriter | Web / SEO Copywriter | Brighton/London
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  Piling spam upon spam: why unsubscribe confirmation emails are evil Picture this, if you will: You are a busy person. You get too many emails. Loads of those emails are irrelevant, but you get them every month, like really shit clockwork. You’re clever, so you take the time to unsubscribe. It takes a few clicks, but it’s a good investment of your time. You’re all done [...]

  2 months on
  Freelance Copywriter | Web / SEO Copywriter | Brighton/London
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  Clients: reveal your budget! Clients should stop being coy with their budgets and put their cash on the table. Here’s why: Compare like with like If you ask two or three different service providers to quote for a piece of work, they will all provide a quote that involves different levels of service, different features and different elements. The three quotes may [...]

  2 months on
  Freelance Copywriter | Web / SEO Copywriter | Brighton/London
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  How’s the daddy? Researching men’s mental health Totally off-topic: this blog post is about my soon-to-be-wife’s research project. I’m blogging about it because Megan needs to interview new fathers who have experienced some emotional or psychological difficulties after becoming a father. This is an under-researched area, but it deserves attention. Not least because the mental well-being (or not) of fathers has a direct [...]

  2 months on
  Freelance Copywriter | Web / SEO Copywriter | Brighton/London
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  WriteClub gets a logo WriteClub now has a logo! WriteClub has always been a loose connection of people, tumbled together with a light sprinkling of organisation, but the opportunity to have a logo and give our group an identity was warmly received. WriteClub owes a massive thanks to Ayse Kongur, the graphic designer and WriteClub member who designed our lovely logo. [...]

  3 months on
  Freelance Copywriter | Web / SEO Copywriter | Brighton/London
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  Content strategy: the new name for copywriting? I’ve been hearing more and more talk about ‘content strategy’ recently. Unsure what it was, I went looking for answers. I found: What is Content Strategy? Content strategy plans for the creation, publication, and governance of useful, usable content. Necessarily, the content strategist must work to define not only which content will be published, but why we’re publishing it [...]

  3 months on
  Freelance Copywriter | Web / SEO Copywriter | Brighton/London
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  Design update at Kendall Copywriting Welcome to the new-look Kendall Copywriting site! Regular visitors may wonder why things have changed, given that the old look was less than 6 months old. Well, as time passes you get a better sense of your website’s purpose, and it gradually became clear that to achieve my aims, the site would need a little refresh. [...]

  3 months on
  Freelance Copywriter | Web / SEO Copywriter | Brighton/London