freelance copywriter in New York City

Randall Rensch Contact

FREELANCE UX COPYWRITER   B-TO-B WITH DM THINKING AND CONSUMER FLAIR Contact

     
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Who's your copywriter?

Writers and Websites

Of all your development options, one of them – a well chosen copywriter – increases your site's utility while giving your entire team a sustainable creative edge.

If you don't have the budget for three people where there wasn't even one person before, the right copywriter will fit the bill.
(For some of my own interactive copywriting, see About Me: Web Work)


Sure, you can add new software and explore the latest bells and whistles. But as you do, also consider the fundamental, often longer-lasting advantages of adding something else — — a professional copywriter, one with unique skills and qualities like these:

  • journalism training
  • marketing & corporate communications experience
  • broad experience with consumers, businesspeople, and technical products.

That's not just me talking. That's advice from professional industry observers.

Of course your team probably already has writing capability . . . some people write pretty good copy while they also develop brilliant marketing plans, elegant Web code or gorgeous graphics. But, as various observers in Web Week [now called Internet World] have explained, an experienced writer does more than just get the words out. We're talking about more than fixing the spelling and shortening sentences here. A writing specialist is specially suited to help organize the site, seeing it as others see it and making it easy to use, while developing distinctive, meaningful content, and keeping your team from spinning its wheels.

I have the qualifications listed above, but I'm also a little biased on this subject. So here's how those Web Week folks have described a writer's role on the ideal Web team:

What observers in Web Week had to say about the ideal Web development team

Here's how Web Week summarized the views of HTML book guru Laura Lemay:

Web Week 6/17/96 (emphasis added to these)
"If Laura Lemay were to assemble a web site's dream team, she would first narrow the search down to four types of people: a writer with a journalism background, a programmer, a designer, and a 'curious person' . . .  'Doing something flashy and cool is less important than writing good content,' she said."
colorful rocks, organized
Call in the writer early, to organize information and deliver it in interesting ways.

I agree, of course. After all, I was a reporter and a journalism graduate before becoming a marketing communications copywriter. As you may know, many other copywriters (Leo Burnett being a classic example) were journalists, too. We share the ability to discover and distill reader-relevant information, prioritize it, and present it in various interesting ways. Or, as Ms. Lemay pointed out, "You have to think top-down, you have to focus on details and you have to come up with creative sidebars."

Gee -- that basically defines a Web site.

Another angle on this,

Web Week 7/8/96, quoting Charles L. Breuninger, DuPont
"The thought process you go through when you write something -- what's more important, what's less important, how you structure things -- all that is stuff you've got to do when you develop a Web site."

How about a technical writer?

Yes, a technical writer (someone who writes how-to user manuals and such) is often a good choice for site development. And no, I'm not strictly a technical writer. But I'm continually explaining the benefits and uses of technical products (and occasionally providing on-line help). I offer much the same aptitude as a technical writer. And more.

Web Week 7/8/96, quoting consultant Ann Rockley
" 'A technical communicator's organizational skills are particularly important to intranets.' . . .  Writers can help make sure the interface speaks the user's language."

I've said the same thing in my brochure for years. A site's language should be user-driven. That's not always easy. In fact, sometimes it's even harder when the product's developers and its users work for the same company.

Enter the freelance writer. And in my case, with my unusually broad background in many kinds of communications for virtually all kinds of products, services and companies, I can quickly get up to speed as part of the team.

To strengthen your capability, value versatility

A strong Web site is not simply a "brochure-on-a-screen," but writing for the Web does have a lot in common with writing a capabilities brochure. Or a long-copy ad. Or a sales letter. Or a catalog. Or a roadside billboard. Although some people think it's heresy to say so, traditional copy elements are just as important on a New Media page. For example, consider the importance of writing a good "blurb" or a headline:

Web Week 6/17/96, Editor's Note "Scoundrel E-mail"
"Take the time to write a compelling subject line."

Robert Hertzberg was talking about e-mail, but his point applies wherever you have to capture the reader's interest within moments. We all know about the value of strong topline copy in stimulating click-through. And the importance of clarity and imagination in creating effective billboards, whether on the screen or beside a road.

Also, about a site that sells Java applets:

Web Week 7/8/96, quoting Donald DePalma, Sr. Software Analyst, Forrester Research
"Ultimately, unless the developer does a really good job of description, there aren't going to be a lot of people anxious to run applets on their system."

Amen. A clear, compelling description helps whatever your client sells -- because it has to be seen and remembered amid both physical and mental clutter.

roadsign with options
By organizing information in various ways, a writer offers flexibility and prevents dead ends.

In addition, understanding other media helps fit New Media successfully into the overall marketing mix.

Yeah, like nobody else can do all this?

Obviously, many Web developers are accomplishing these things now, sometimes without a copy or content specialist on their teams. I'm a confirmed team player, and -- as I've said -- I know that the skills of many programmers, designers and managers cover much of this ground.

But I can add flexibility and let you accomplish these things more easily. The advantages of my contributions will also survive technological change, and they're relatively inexpensive to implement, debug, enhance, evolve and maintain.

In addition, with my broad background covering marketing situations in a wide variety of product and service industries, I can help you blend New Media creative with sound marketing concerns, for companies of all sizes and personalities ... in your Web sites, your self-promotion, and your proposals.

Call or e-mail me now.

If I can help you describe, discover, digest, organize, translate, extend, or whatever, please call 718-577-0005 or drop me a note. If you like, ask me to review one of your sites or proposals at an economical rate.

And please continue to browse the rest of my site, to learn about other ways I can enhance the capabilities of your team.


For more details, call or e-mail me now.

X CLOSE UPDATE

2019 UPDATE: Why the web development team should include a copywriter, from the start ...

When I wrote the underlying article in 1997, some Web developers thought "writer" meant only "code writer." That soon changed. Along with a professional Web copywriter on the team, site producers began including an Information Architect and even a search engine optimization content specialist. I contended that an experienced copywriter could expertly wear all three hats. (Close this update to read article)

But is that changing back? With the growth of social media, it seems everyone now considers themselves a writer, so is a professional copywriter still needed? Can you really write your website yourself, or entrust it solely to a novice staffer? Heck, there is even software that will "spin" an existing article — even someone else's article — into dozens more articles for supposed SEO impact.

So is an expert copywriter still necessary?

The answer is still yes. For the same reasons I detailed 20 years ago. As this page and my search engine optimization article explain, all three functions can be well served by one experienced Web-savvy, marketing-savvy copywriter, someone who sees your needs with fresh eyes, knows how the reader will see it, and can help you avoid costly mistakes.

I might allow some leeway for blogs. They're often informal, maybe in a "personal" voice. In that case, some awkwardness can be forgiven. But tone still needs to be consistent, the content strategically on-target, and the writing both clear and succinct. If the blog writer is not an expert writer, blog content should at least be planned, reviewed and edited with guidance from a content professional. (Run yours past me.)

In fact, to the original three disciplines, today I would add the issues of usability and content value. User Experience (UX) involves more than the user interface. UX encompasses the entire user experience. Will your user see content that is helpful and unique to you, and be persuaded to take the action you most desire? Accomplishing that takes more than a writer. It requires a copywriter who is experienced at salesmanship and readability.

And, yes, that still includes SEO. As you may know, Search Engine Optimization has itself changed a lot in recent years, and will change again, as Google launches new algorithms overnight. (Good luck with all that spammy spinner content!) So a copy generalist can no longer promise all-encompassing expertise with SEO and SEM. But a skilled copywriter can quickly adapt to a given set of specifications while keeping the text readable and useful. A skilled copywriter can also efficiently write product and page descriptions to spec, and focus on motivation.

At the very least, simply by writing strong content that speaks meaningfully to visitors, a good marketing copywriter or content specialist will satisfy virtually all aspects of organic SEO and motivation, which will always be up-to-date.

For a look at my online copywriting, see About Me: Web Work.
For a UX Writing perspective, see Copywriter as UX Designer.

Randall Rensch, freelance copywriter
Contact me now.

To read why every development team needs a content specialist, click through to the original article. Its references to various authorities and publications are dated, but its lessons are timeless.

X CLOSE UPDATE

 

These pages are also UX and web-related:

  • Usability/UX Thinking: UX Writer Samples
  • UX Writer. Is there any other kind?
  • Copywriters as UX Writers?
  • Interactive Copywriting
  • How-to Help Advice
  • What Kind of Editor Do You Need?
  • Social Media
  • a wide range of other UX writing samples
  • Web Work
  • Search Engine Optimization
  • Copywriting Services: a dozen ways I can help you

You can also interactively search for UX among my Samples.

Do you have a project, question, or suggestion in mind? Let's put our minds together. Contact me now.

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Randall Rensch, freelance UX copywriter   •   inquiryrensch.com   •   718-577-0005   •   8355 Austin St 4F, Kew Gardens, NY 11415 (New York City)

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