1. Understanding the Brand
The first and most important step in the process is running a complete brand analysis. Start by meeting with the client in order to establish a firm grip on the concept of the company and the message and image they’re trying to convey. Ask for any documents they can provide, be they visual, textual, or in any other formats, in order to better understand the sector that houses the brand. It is also vital to grasp the company’s ultimate intent. Whether they’re aiming to introduce the brand on the market, expand an already existing service, or rebrand and conceptualize their establishment, defining their ultimate goal early on will prove capital to your overall approach to the writing process.
2. Establishing the Audience
Once you’ve finished conducting the proper research in regards to the brand’s history and aim, it’s time to establish the target audience. Look to form a clear understanding of the target demographic, keeping a close eye on the age groups, interests, cultural backgrounds, and religious and political beliefs of the audience, in order to select the most suitable course of action and find the easiest way to connect with them.
3. Determining the Tone of Voice
The first two steps will then enable you to perform a crucial task when creating website content, which is determining the tone of voice of the site. This task is made infinitely easier when you look for the answers to the following two questions:
- How is the brand trying to come across? Friendly? Informative? Persuasive? Experienced? Reachable?
- What is the purpose of the website? Sell a service? Establish the company’s presence? Educate the audience?
By finding the answers to the above inquiries, you can then determine the proper writing style and find the most suitable tone of voice, in order to achieve website uniformity and continuity.
Successful website copywriting requires brand and audience understanding, as well as glossary generation and the establishment of the tone of voice very early on.
4. Shaping the Sitemap
Considered as the most defining task in website copywriting, the shaping of the sitemap is easily achieved once the first three steps are thoroughly executed. It is both critical and meticulous, as it outlines the spine and backbone of the project.
5. Generating the Glossary
Analyzing the brand and its sectors will eventually influence glossary generation in a very direct manner. It will help you and your team determine the proper vocabulary and single out the key terms, as well as enhance the search engine optimization (SEO) to give the website an upper hand over its competitors.
6. Highlighting the Main Ideas
The penultimate step is to highlight and discuss the main ideas with the client before proceeding with the writing. By having the client approve the content to be produced in each of the different sections of the website, you’re taking the necessary precautions to avoid the trouble of having to alter content later on, which makes for a smooth and fast overall process.
7. Writing the Copy
Now that you’ve studied the brand, established the target audience, determined the website’s tone of voice, outlined the sitemap, generated the glossary and highlighted the main ideas, you’ve got all the necessary tools to undergo a smooth writing process. All that’s left is for you to combine your comprehensive resources with your linguistic skills to write the most suitable website content.