My Website Writing Process
Since I’m often asked about my web writing process, I thought I’d put it into words.
While the actual writing process can be boiled down to research, draft, revise, revise some more, and submit, let’s back up.
Let’s go start with why you’re interested in hiring a writer.
I’ve never met a business person who wanted a website or a blog post, or (you get the idea.)
They want customers.
They see the content as a way to attract those customers.
If this sounds like you and you’re a Marketing Director/Content Manager/another person who hires writers then you know there’s a lot of thinking that goes into writing.
There’s a process to creating websites and other content that attracts prospective customers, builds trust, and shortens the sales cycle.
Just like the directions for Ikea furniture help you put together your bookcase, there’s a process for developing a web writing plan for every website.
Over the years, I’ve broken it down into a strategic process:
Pre-Writing, Research, and Organization
1- Clarify the target market
2- Review writing resources (competitor’s analysis, for example)
3-Identify the typical sales cycle
4- Review SEO keywords to keep in mind (or do SEO research and develop the strategic SEO plan if needed.)
5-Clarify 1–3 business goals for each page
6- Identify SMEs to interview for background and/or quotes
7- Research sources
All of that preparation has stimulated my brain to think about the target customer, what they want to know, and the main points I need to make.
THEN, I’m ready to draft words on paper (or screen.)
1- First draft outline
2- Let it sit overnight or for a couple of days
3- 2nd Draft/Revision — See where I need additional data to support my points
4- Review for a solid draft, format for the web, review for SEO fundamentals
5- Polish — run through Grammarly, check the readability score with a Fleisch Kincaid reader
6- Send to client
7- Incorporate client feedback
8- Final approval
9- Send to web designer/developer
If I’m rewriting/optimizing your website so you can increase your traffic and conversions, I analyze the keyword research and assign terms to different pages on your website in alignment with your targeted prospect. I also include all “on-page” SEO elements including meta descriptions – these are the “behind-the-scenes” code that helps your web pages get found.
I let it sit (a day or two is ideal) to revise.
Then it’s off to you, the client, for review.
Are you ready to get started with your writing project?
You can drop me a note here and tell me about your project.
I look forward to hearing from you!