CONCEPT, COPY, CREATIVITY 213-550-8650 ELLIOT BORIN Home News & Evals Web Content PR/Marcom About Me Resume Ebooks/Ezines Advertising Rapping With Your Writer

In the beginning, a bunch of top scientists, largely funded by the United States Defense Department, created the internet.

Some years later Tim Berners-Lee looked at what they had wrought and declared it good – but not good enough. So Berners-Lee,  funded primarily by his own seemingly inexhaustible supply of brilliance, imagination and creativity, invented the World Wide Web as a kind of internet add-on to enable regular people to economically communicate with one another over the government's multi-billion-dollar computer-to-computer infrastructure.

Things have changed a lot since Berners-Lee birthed the web in 1989. Connect speeds are hundreds, sometimes thousands, of times faster; users are now counted in hundreds of millions instead of hundreds of thousands; and the tail – the WWW – is now most definitely wagging the internet dog.

However, the mission of both the internet and the web remains the same: communications.

In e-commerce, communication is not the main thing, it is – to steal a line from Vince Lombardi – the only thing. If you're not effectively communicating your sales message to your customers, they won't buy from you. If your site doesn't communicate the correct signals to search-engine spiders, your pages won't achieve optimal ranking. If your link anchor text doesn't communicate a compelling message to users of a link partner's site, it won't drive any traffic to your virtual store.

Since you have visited's Linking School and are reading this article, you already know – or at least, strongly suspect – that you need more and better web content to properly communicate your message. You're also, by this point, at least somewhat convinced that the best way to get that web content is to hire a professional copywriter to produce fresh, interesting, relevant and unique search-engine-optimized copy. That leaves only one potentially troublesome link in the communications chain: The communication between you and your writer.

For your web content to really produce the desired results, you and your writer must get inside each other's heads, be on the same page, and work from the same game plan.

What does that mean? For one thing, it means I just used three dreadful clichés in a single sentence – which normally would be a hanging offense. But, I also  confessed to the crime and admitted I committed it deliberately in order to make the point that you and your writer need to understand each other in order to collaborate successfully. (Given those mitigating factors, I think I'll let myself off with a stern warning.)

To understand this issue, let's take a quick tour of the process.

1. You access the GetContentWizard Wizard  give us some basic information on your website and business, and indicate what type of web content you need.

2. A GetWebContent writer is assigned your query and he or she analyzes your site's current content, compares it with the information you submitted, and calls you.

3. You and your writer discuss your web content needs, the copy required to fill those needs, how to best present the copy to maximize its positive effect on SE rankings, deadlines, and costs. You and the writer establish the job specifications and sign off on them.

4.  The writer does all necessary research, writes the copy, and posts it in your virtual file cabinet.

5. You review the copy, discuss any necessary fixes with the writer, and publish the final version on your site.

A simple five-step process and, in our opinion, the easiest, most cost-effective way for webmasters like you to purchase high-quality, customized,  search-engine-optimized copy for your sites.

Of the five steps, the most crucial, the one that demands ultimate communication between you and your writer, is Step 3. "Worked" correctly, Step 3 will result in a specification ensuring that the web copy  you receive will be exactly what your site needs and precisely what you expected to get. Get careless during Step 3 and missteps and endless revisions lie waiting down the road.

Step 3 is basically all about interrogation.  Be prepared for the writer to ask you to list the most important elements on your site in order. Think about how you're going to answer that. "All of it" doesn't work for either search engines or customers. They both expect focus, prioritization, points of emphasis.

If you sell auto parts, for example, what are you best known for: OEM parts or aftermarket parts? Domestic or foreign-car parts? Repair parts or accessories? What product lines bring in the most profits: Tires? Speaker systems? Driving Lights? What is your best special offer: Free shipping? Multi-product discounts? A generous return and exchange policy?

There's no way for a writer to know, everything being equal, you'd rather sell a $200 off-road light bar than a $200 pair of tires because the profit margin is higher on the lights. Tell him that and he'll subtly emphasize your fabulous selection of light bars.

Step 3 is also the point at which you get to question the writer. Do you think I should use more keywords related to "lights" on my home page? Why are you suggesting an article about finding a mechanic when we sell products for do-it-yourselfers? How can a blog help my search-engine rankings?

Step 3, the point at which you and your writer debate the "whys" and "hows" of your website and its content, should be a free-for-all of ideas and suggestions – a state of creative tension from which will emerge great web content.

Another old (but true) cliché says "Time is money." The more time and thought you put into what words go on your website, the more money it will earn for you.




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