Five key skills to look for in a Digital Copywriter by Natalie Lancaster

12-02-12 Alison Parker 0 comment

Whether you are a Dubai based company selling a local service or products worldwide, you will be using a website either to sell directly or use an online brochure. Which means you’ll need a digital copywriter alongside your web design team.

As the world of business turns on the Internet these days, you cannot afford to place your trust in a traditional copywriter with no experience of working in the digital environment. Unless you are a marketing company willing to teach someone on the job, there are too many essential skills required in this medium to leave it to a newbie.

If you are using the services of a large Dubai marketing agency, it’s highly likely that you’ll be working with a skilled digital copywriter – but it is always good to ask anyway, just in case. However, for smaller companies without a large marketing budget, hiring a freelance copywriter to work alongside your web design company is common practice and very economical. But ensure beforehand they do have the relevant digital background.

Writing for the web does need some of the skills used offline, but there are a raft of skills and little tricks of the trade, that only a digital copywriter will be aware of. The most basic of these are:

Search Engine Optimisation (SEO) & Keywords

SEO is the buzz word for getting your website seen on the first page of sites such as Google and Yahoo. But not many people really understand what it actually means. A good digital copywriter will know. They will understand where keywords are best located on your website. They will write a great title tag, including the keywords for each individual page on your site.

Provide a brilliant user experience

A digital copywriter has to have more than a passing interest in web site design theory and practice. There have been numerous studies done to find out how people interact with websites. The most scary statistic is that you have less than a second to hook someone’s interest. Once that is done, the writer’s job is to keep them hooked and take them on a journey through your site and, ultimately, hit the buy/download button.

Editing & Proofreading

no smoking arabic

Make sure your directives are carried out by someone competent!

Although a traditional copywriter will be a stickler for correct grammar and spelling, there are always a couple more sets of eyes along the line that will pick up on any glaring mistakes. But when a writer is loading up content directly to your website, you need someone who will not leave a trial off blivious errors.

 

Use Content Management Systems (CMS)

A content management system sounds easy enough, but there are rules and your digital copywriter should be able to whizz around it, uploading new copy to your website, fixing the odd broken link and creating tag cloud words, decide who can and cannot view the page, create META descriptions and keywords, upload images, change the font, the font size, colour the text, and lots of other design elements you don’t want an amateur mucking about with.

Cut and Past?

 Oh, and lastly, it doesn’t matter if your business is in Dubai and the digital copywriter is based abroad as everything can be done over the web. But they should definitely know not to cut and paste from Word into your CMS – your website will suffer visually and you’ll need a web designer to sort the mess out – because a copywriter who doesn’t know that, wont know how to fix it!



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