October 8, 2008
At the core of any web strategy is a well defined content strategy. And writing content for the web can be a challenging, time consuming endeavor. Web copy functions in many ways and is read with varying degrees of thoroughness. At first it’s usually scanned quickly, but once there’s interest a reader may go very deep. Web copy also gets read from many directions and perspectives, one page does not always follow predictably from another. In fact, sometimes a deep level sub-page may be the first page viewed, especially when traffic originates from search engines. On top of the structural issues, there are also technical search engine optimization matters to consider. And the larger the website, the more complex the inter-relationships of its pages become.
Kristina Halvorson is a web copy expert. She founded Brain Traffic as a specialist in writing copy for the web. Brain Traffic offers content strategy and website copywriting services as well as web copywriting seminars.
Brain Traffic clients include large companies in the healthcare, financial, high-tech and medical fields. They usually have complex sites, sometimes with thousands of pages. Brain Traffic knows and believes in the power of content on the web. They’re clients know this too, and look to them as a valuable adviser and implementation partner. They don’t just take copywriting orders for “x” number of web pages. They help craft and implement the overall web content strategy.
Most adverting agencies would not have sites large enough to qualify as a Brain Traffic client themselves, but many of your clients may very well may need their help. Especially if you’ve done your job persuading them of the importance of a robust content strategy for their web marketing.
