Effective Website Copy

Can you say everything you need to about your business in just 10 seconds?

Research shows that’s how long a web page has to make an impression. Let me tell you why that’s plenty of time.

First off, there’s the tone. This tells the reader a lot before they’ve registered what you’re saying.

Then, there’s a bunch of tricks you can use to keep the reader engaged long enough for them to understand the benefits you offer them. That’s the good stuff.

After all, it’s been longer than 10 seconds now. That’s because the nature of this copy is designed in a way to keep you reading long enough to prove a point: effective website copy is a service that you need.

What it is: effective web copy

If you’re here, you probably know what web copy is. It’s the copy that makes up a website.

And, it comes in many forms. Some of the most important are:

  • Home pages
  • Sales pages
  • Product/services pages
  • Landing pages

These are also the easiest to get wrong, as so much is relying on them for the success of your business.

Why it's important: conversion rate

A well-designed website, with effective web copy, should act a little like a supermarket.

In a supermarket, the smell of fresh bread lures you towards the back of the store. And once you’re there, you can’t resist picking up a pack of freshly baked cookies, because who doesn’t love cookies, right?

Effective web copy serves as the lure. Home pages and landing pages engage with readers, directing customers deeper into your site and eventually to your sales pages. And once there, sales page copy makes your products or services as appealing as fresh cookies to your hungry reader.

The cookies here represent website conversions. These can be sales, email subscriptions or whatever your goals are. And the purpose of effective web copy is to increase this conversion rate.

How it works: website copy

My engagement process is the same for whatever work I’m doing:

  1. Initial enquiry – the part I’m hoping you’ll do shortly where you fill in my contact form with as many details as you can.
  2. Clarification – I get back to you to answer questions and get missing pieces.
  3. Quotation – I send you what it’s going to cost.
  4. Proposal – If you agree, I send you a full agreement outlining exactly what I’ll do for you, when, and how much I’ll charge.
  5. Brief – I pick up the finer details of the project to make sure the process is as smooth as possible.

This process generally doesn’t take too long, around an hour of commitment from your end in total, including all five steps. Once this has been agreed, I can get to work on the creative process:

  1. Research – I conduct the necessary research required on the company/market/audience/competitors.
  2. Writing – I write your effective web copy designed to improve your conversion rate.
  3. First draft – I submit this piece for your feedback in good time, onto a website template or in whatever format you require.
  4. Revision(s) – If there are any elements that you feel are unsuitable, I will revise the piece up to three times.
  5. Final draft – I submit my final draft alongside my final invoice, within budget and on time, every time.
Note: if this is the first time we’ve done business, I may ask for 50% of the fee upfront.

How much it costs: web copy pricing

Writing effective web copy is a process. The time it takes to complete depends on a number of factors, including:

  • The type of page it is and the complexity of the products/services
  • The number of pages and the length of these
  • How long it’ll take me in hours or days
  • When it’s needed by

It’s for this reason that I always propose a project-based quote to ensure a fair deal for both of us. That said, the following can be used as a guide.

  • £30 hourly rate
  • £225 daily rate
  • £150 for a single simple and short landing page directing customers towards a common type or product or service
  • £900 for a six-page website inlcuding any type of pages but excluding very complex products/services
  • £1800 for a twelve-page website including products/services that are more complex in nature
For a reference guide, the average UK copywriter charged £349 per day in 2019, and that’s without background in finance or often even a professional copywriting qualification or marketing degree.

What is included: why it's worth it

Included within the price is the following:

  • Full 10-step process listed above, contracts drawn up, phone calls/emails and all back and forth
  • A 30-minute consultation regarding site structure on multi-page packages
  • Important and appealing call to action for each page
  • Keyword research
  • Relevant competitor/market research
  • The latest SEO techniques as I have completed extensive training in this area
  • My unique experience working within financial services including IFA qualification
  • My copywriting diploma from CMP, the gold standard for copywriting
  • Experience from studying marketing at degree level
  • Five years of business writing experience both within finance and as a freelancer
  • Professional indemnity insurance
If you’ve got any more questions, or if you’d like to obtain a no obligation quote, please click the link below. Let us get to work in building your online presence, attracting readers and converting them into satisfied customers.