Marketing Sherpa: In-house expertise challenges to LPO
Optimization of copy was seen as a "somewhat significant" challenge. From the article:
On the opposite end of the spectrum is the highly mature field of copywriting. While LPO sets its own standards for developing copy that converts, writers that were effective at traditional direct marketing tend to find themselves just as effective writing for websites. As in direct marketing, optimized website copy is objective-driven, and experienced copywriters have recognized this. Objective-driven copy is certainly not necessarily short copy, and the celebrated "super-long-copy" sell pages have been shown to work exceptionally well for certain product and target market categories.
Jean Paul a.k.a AdwordsMogul
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