Digital Copywriting

Digital Copywriting

The digital marketing environment is complex, and a flair for copywriting is just one – albeit important – toolset that a freelance writer needs.

The copywriter works in a world where the written word isn’t enough to do combat with their environment. A fantasy writer would create a wand.

Unfortunately, we’re not working in a fictional world.

  • Information Architecture (IA) – the way that your site’s content is structured for user navigation and semantic SEO. The IA structures the arc for the copywriter’s narrative, and when badly designed, it’s like searching for items in an unfamiliar supermarket.
  • Content Marketing – relying on static content isn’t going to work. Publish fresh, creative content that engages and informs. You are the experts in your domain – share that knowledge with your customers to reinforce your brand’s identity.
  • Social Media – for some it’s annoying and for others it’s an addiction. Either way, you need to integrate its use into your content marketing strategy; just don’t suffer from #tweetarrhea.
  • Search Engine Optimisation (SEO) – it’s all about semantic search, content marketing, social sharing, and brand authority. A well-structured IA is vital – as is technical knowledge of both ‘on’ and ‘off’ page optimisation.
  • User Experience (UX) – understanding how design elements might affect a user’s engagement with content, and how the design’s aesthetic should be present in the content’s voice. It’s an iterative process, and the earlier the copywriter is collaborating with the designer – the better.
  • Responsive Web Design – an awareness, when writing, of how the view-port, and the user’s interaction with its content, will change on different devices.
  • Content Management Systems (CMS) – knowledge of one CMS is generally transferable to others. Both the content and the IA will need to be aware of any CMS limitations/features.
  • Infographics & Data Visualisation – whether this format is being over-used is a debate best left for the pub. What can’t be disputed is the form’s effectiveness. A copywriter, at the very least, needs to be able to describe what an info-graphic should look like.
  • Conversion, Bounce Rates & Analytics – whilst the copywriter might prefer to write the copy, take their cheque, and disappear to a tropical island, a campaign’s metrics need to be monitored and analysed. As the cliché goes: ‘the devil is in the detail.’
  • A/B Testing – analyses may have indicated a problem. A/B testing allows alternative content to be delivered to a subset of your customers to monitor their response. It may be as simple as moving a call to action, or as dramatic as re-writing content in a different voice.


How Can I Help?

I can write, code, manipulate a Bezier curve, and find Lucifer roaming around your data. I’m a digital copywriter who understands agile methodologies and can help your digital projects run smoothly.