The written content you include on your company website is of paramount importance. After all, most new or potential customers will head straight to your website to learn more about what your company does. The content they find there will establish their first impression of your brand. It’s in your best interest to provide content that is well-written, easy to follow, substantive, and informative; ideally, it should instill trust while also encouraging the reader to pick up the phone and call you for more information, or even to buy a product from you straight away.
That’s a tall order, which is why a lot of business owners outsource their Web content writing services to an outside firm. This is the best way to tell the story of your company in a way that is compelling, and persuades the user of the value you can offer.
Evaluating a Web Content Writing Company
As you meet with a Web content writing company for the first time, it is important to establish clear lines of communication; in particular, we recommend asking a few key questions, to ensure that you understand the process and that you are truly comfortable with the company you’re meeting with.
Here are a few of the key questions you should ask:
What’s your experience in Web content writing? Learn more about the track record of the company you’re working with. Inquire about how long they’ve been writing websites, and ask to see examples of their past work.
How will you capture my voice? You may not be the one writing the content, but your voice should still come through. Ask the writer how this will be achieved.
What’s your research process? The content writers will need to gain an understanding of your company and of your industry, through interviews, independent research, or some combination of the two. Make sure you get a good sense of what this process entails.
What do you expect from me? Your Web content writer may need you to furnish some information, and it’s important that you do so as promptly as possible.
What are the SEO considerations being made with this site? Your Web content writing company may not be an SEO firm per se, and that’s fine—but hopefully there will be some attention paid to the best practices for search engine optimization. You might especially ask about keyword inclusion, meta descriptions, and meta tags.
Will there be calls to action on the website? The answer should be yes!
How will the page be formatted? Ask about section subheadings and bulleted lists, and be sure to voice any of your own preferences.
What about revisions/rewriting? Even a great Web content writer may miss a few things on the first pass. This is usually a process, and it’s good to clarify whether revisions and rewriting are included in the company’s services.