Copywriters: How to Provide Value Beyond Writing Landing Pages and Blog Posts
Copywriters are underrated. We are the silent warriors of digital marketing - the unsung heroes of SEO. We churn out blog posts at a moment’s notice, write glistening sales copy, and then disappear silently into the night.
For many of us, we like it that way - the notoriously introverted worker bees that help websites go from blah to brilliant in just a few words. But other copywriters - well, we want to do more. Be more. Kick butt and take names, so to speak.
That’s why many copywriters - particularly those in the SEO arena - are taking our content to the next level. By moving beyond traditional copywriting, we provide even more value to businesses who want the online presence and visibility they deserve. In other words, we know that there’s more to life than boring copy.
Copywriting Doesn’t Have to Be Boring
One of the appeals of copywriting is the flexibility of being able to take on projects on your own schedule, and make cash fast. Unfortunately, with that often comes the inclination to take on passion-less projects and low-paying copywriting gigs just in order to build up your portfolio.
I’m here to say, it doesn’t have to be that way! By incorporating some the value add-ons below, you can both increase your price point AND attract the types of clients you love to work with. Plus, you will be providing even more benefit to your clients, making them more likely to bring you new business. No more accepting pennies on the dollar, and no more boring blog posts
Sound good? Let’s learn!
6 Value Add-Ons for Better Copywriting
Ultimately, the point of publishing any kind of content is to bring in new business. That’s why mastering the art of writing a great “Call-to-Action” will take you far in providing even more value (read: $$$) to your clients.
An effective Call-to-Action entices users to pick up the phone, fill out a form, or opt-in for more information from a business. It is measurable, and financially quantifiable (with the right kind of analytics tracking) That means real lead generation for your clients, and potentially big bucks for you.
So, when it comes to writing your next sales copy or landing page, think creatively about the terms you use for your Calls-to-Action. Look into research around what wording is more likely to convert. Move beyond “Click Here” or “Contact Us”, and instead think about what most makes sense for your client’s audience.
- On-Page SEO
Why leave SEO to the SEO “gurus”? Copywriters can take their content a level up by writing copy that it optimized for both search engines AND their client’s target audience.
Even the most basic understanding of SEO can get you far, and marketing yourself as an SEO Copywriter is a great way to stand out from the bunch. If you can show potential clients results (in terms of traffic or ROI) from optimized content, you are well on your way to a higher pay grade.
Just note, SEO goes beyond just great copy - and can get into technical components as well. It is recommended that you take an online course, or reach out to an expert, in order to learn the basics of on-page SEO and SEO copywriting to set yourself on the right track.
- Internal Linking
Internal linking is a component of good SEO, but this value add alone can bring huge benefit to clients.
Having a strategic internal linking structure helps website visitors find the information they are looking for on a website. By linking to relevant posts within articles, adding categories to the sidebar, and linking from high-traffic content to low performing content, you make it so visitors don’t have to did too deep into the website in order to find answers to their questions. This is beneficial, because they are more likely to stick around and trust that the website has a wealth of information.
Beyond user experience, it has benefits for SEO as well. It makes it easier for search engine bots to crawl through the content of the website if the majority of the content is reachable within a few clicks from the home page.
As a copywriter, you can include internal linking within the content you provide, and offer suggestions for optimizing their overall site. You can even go as far as to look into their analytics and see what content is performing well, and how you might build off content to piggyback off of that success.
- Organization and Content Formatting
If you have an eye for visual appeal, refining your skills in content organization and formatting could be a lucrative upsell.
In a nutshell, this offer refers to organizing existing content in a way that makes sense for your client’s brand and target audience. Rather than having a bunch of long form content on a page, you will be the creative touch to make it more visually appealing and easier to digest.
This may be a service your clients don’t know they need, but it can be highly beneficial to those with very “dry” content. Take their copy up a notch by adding in some design elements, HTML formatting, images, and more.
- High-Quality Link Building
Are you great at pitching fresh content ideas? Do you have success with online networking and guest posting? Then offering link building services to your copywriting clients may be a no-brainer!
It’s no secret that attracting high-quality links is a component of website SEO. Help your clients increase their visibility on the web by attracting authoritative links to their site. No spammy methods necessary.
By pitching interesting content ideas to other websites in their industry, you run the chance of obtaining some great guest posting opportunities for your clients. With the right websites, the value of this is undeniable - from added exposure, to SEO. This is a service your clients will be begging to sign up for.
And, though some sites may charge a fee for providing a “dofollow” link to your client’s site, you can easily incorporate this cost into your regular service fee.
- Conversion Optimization
How amazing would be to know that your client generated a handful of new leads just because of your sales copy? Could you put a number on that? Could you charge more? By providing conversion rate optimization, you can provide even more value to your clients and start bringing in the big bucks.
Conversion rate optimization starts with understanding your client’s business and target market. You have to speak their language, show that you understand their struggles, and demonstrate (through content) that your client is one to make all of their dreams come true. It goes far beyond just stringing pretty words together, and really gets into the psychology behind consumer thinking and habits.
The great thing about this add-on is that it is quantifiable - meaning that you can measure how many leads a business gets, and what that monetary value that is to them. Providing that information to your clients is a sure way to better customer satisfaction (and a big pay day).
Whether you choose one of these add-ons or choose them all, the benefit that you will provide to your clients is undeniable. Not only will you bring tremendous value for going beyond traditional copywriting, but you have the potential to scale your copywriting business even larger.
Harness some of the skills above and you will be invaluable, both in the field of copywriting and in SEO. Overall, the key is in putting out amazing content that helps your clients attract business that keeps coming back for more. Win-win!