Rep Content Essentials Guide

8/19/2019 Rep Content Essentials Guide

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Content Essentials

Guide

By Rebecca Matter

for


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American Writers & Artists Inc.

245 NE 4th Avenue, Suite 102

Delray Beach, FL 33483

Phone: 561-278-5557

Fax: 561-278-5929

Website: www.awaionline.com

© American Writers & Artists Inc., 2015. All rights reserved.

Protected by copyright laws of the United States and international treaties.

No part of this publication in whole or in part may be copied, duplicated, reproduced, or transmittedin any form or by any means, electronic or mechanical, including photocopying, recording, or by any

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reproduction or retransmission will constitute an infringement of copyright law.

Federal law provides severe civil and criminal penalties for the unauthorized reproduction,

distribution, or exhibition of copyrighted materials. Penalties for criminal and statutory

copyright infringement are set forth at 18 U.S.C. § 2319.

Published by:


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Table of Contents

Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

Content Essentials Guide

Home Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

About Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Frequently Asked Questions Page . . . . . . . . . . . . . . . . . . . 7

Testimonials Page . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Samples Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Contact Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

Specialized Content Copywriting . . . . . . . . . . . . . . . . . . 19

Specialized Content Web Writing . . . . . . . . . . . . . . . . . . 22

Content Specialist . . . . . . . . . . . . . . . . . . . . . . . . . . 24

SEO (Search Engine Optimization) Specialist . . . . . . . . . . . . . . 26

Social Media Expert . . . . . . . . . . . . . . . . . . . . . . . . . . 28

Specialized Content Business-to-Business (B2B) . . . . . . . . . . 30

E-newsletter Specialist . . . . . . . . . . . . . . . . . . . . . . . . 32

Lead-Gen Specialist . . . . . . . . . . . . . . . . . . . . . . . . . 34

List Building Specialist . . . . . . . . . . . . . . . . . . . . . . . . 36


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Specialized Content

Cause Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . 38

Christian Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . 40

Coaching . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42

Copy Editing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44

Desktop Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . 46

Grant Writing . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48

Graphic Design . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50

Internet Researcher . . . . . . . . . . . . . . . . . . . . . . . . . 52

Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54

Publicity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56

Resume Writing . . . . . . . . . . . . . . . . . . . . . . . . . . . 58

Concluding Thoughts . . . . . . . . . . . . . . . . . . . . . . . . . . 60

Article Appendix

How to Build a Web Copywriting Portfolio FAST by Sid Smith . . . . . . . . 61

Building Your Portfolio is Easier Than You Think by Lane Sennett . . . . . . 64

How to Create an Impressive Portfolio from Scratch —

Even if You’ve Got ZERO Professional Experience by Jason Gaspero . . . . . 65

Build a Website in Your New Niche in Only Four Days . . . . . . . . . . . . 68


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Your 21st Century

Business Card

Dear Freelancer,

Five years ago, you may have been able to get by without one …

But in today’s world, if you’re going to be successful in your freelance business,

you absolutely need your very own website.

One that promotes your freelance services in the most concise and professional

manner, and persuades potential clients to hire you.

In this special “Content Essentials Guide,” we’ll cover the different kinds of content

that you should have on your website, and then dive in deeper to look at specic

content you also need depending on your freelance niche.

By following the suggestions in this handy guide, you’ll have all kinds of new and

exciting ideas for building up your website’s content, whether you have years of

experience or are just starting out.

To your success,

Rebecca Matter

President, AWAI

www.rebeccamatter.com

www.awaionline.com/bio/rebecca-matter

http://www.rebeccamatter.com/http://www.awaionline.com/bio/rebecca-matter/http://www.awaionline.com/bio/rebecca-matter/http://www.rebeccamatter.com/


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Home Page

This is where it all begins …

You’ve attracted your potential client’s attention. It’s time to make your very rst

impression … and as you know, rst impressions are everything. So, right up front

in the headline you’ll want to tell them …

What kind of freelancer are you?

What can you do for them and why should they hire you?

Be specifc, and make your copy beneft-oriented towardsthe potential client. What will you do for them?

It’s on this page that you need to grab potential clients, and convince them they’re

in the right place, and they’ve found a freelancer who can do their project, and a

whole lot more.

They’ve either found your website through the search engines or social media, or

have been referred to your website by another client, or your own self-marketing

materials. So, your copy needs to be specic and benet-oriented towards the

potential client. Remember, it’s all about what you can do for them …

What can you do for them?

• Can you write white papers, case studies, and lead-generation materials

for the B2B market?

• So, you specialize in writing web copy that converts trafc into sales?

• What about writing press releases that grab the media’s attention?

• How are you with writing autoresponders that drive email recipients to

a sales page?

• Do you know how to run a PPC campaign from start to nish?


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• Can you help them build up their mailing list?

• Are you able to dig up interesting nuggets for their copy by researching

the Internet?

• Do you write social media posts that get shared?

• Are you capable of creating copy for a cause marketing campaign?

• Are you the person to call when they need their direct-mail campaign rewritten

so that it’s effective on the Web?

• They’ve heard there are “tricks” that can get them to the top of Google? Is that

true and can you do that?

• What if their webmaster is controlling their online sales messages. Can you

make them stronger and work well with the staff in place?

• Can you redesign their website? What about their magalog?

• If they just lost their job, will you be able to write them an executive resume

that gets them an interview?

• Can you complete a marketing project from beginning to end, including the

copy, layout, and design?

• Are you a video expert who can drive trafc with online video?

• Do you perform complicated programming and database tasks that hardly

anyone else working freelance can do?

• What can YOU do for THEM?

The key is to be specifc. It’s the only way you’ll stand out from every other

freelancer in your eld. Let the potential client know exactly what you can do for

them, so they know they’ve found someone who can do the work.

Remember, it’s not about how many skills you have. You don’t have to know every

skill in your freelance niche. It’s about standing out from the crowd, and letting

potential clients know you are the person to hire if they’re looking for someone

with the skills you possess.


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So, now what?

Now they know what you can do …

Let’s show them why YOU are the right person for the job, and what they can

expect when they hire you. Let’s move on to the About page …

Pam Foster’s ContentClear home page is aworkhorse! It includesa sales message, acall-to-action contactbutton, a sign-up areafor free tips for emailaddress collection, andtestimonials with a linkto more.

www.contentclear.com

Add a short video. (Be sure it doesn’tautomatically start playing, though.)

www.exactlywritewebcontent.com

Another option is to keep it simple —showcase your writing talent.

www.johnwoodcopywriting.com

http://www.contentclear.com/http://www.exactlywritewebcontent.com/http://www.johnwoodcopywriting.com/http://www.johnwoodcopywriting.com/http://www.exactlywritewebcontent.com/http://www.contentclear.com/


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About Page

Your About page is different from your home page. While they both have the sameintention — selling you — your About page can go into more specics about who

you are and what you do.

Think of the home page as a 30-thousand-feet view of who you are and what you

can do for them …

And then your About page is a closer look … perhaps the 10-thousand-feet view …

of what they can expect from working with you.

If the potential client clicks to your About page from your home page, you knowyou have someone who is interested and wants or needs to learn more. By going

here, your potential client is saying, “Please, tell me more!”

If you’ve been working for a while, here’s your chance to brag about all the

success you’ve had, all the success your clients have had, and who some of your

big-name clients may be.

If you’re just starting out, you’ll want to draw up relevant experience to your

current profession. For example, even if you’re just starting out as a B2B

copywriter, you may want to talk about the 15 years you spent working for a major

technical outt in Los Angeles.

Or, if you’re targeting the alternative health market, you may talk about the

importance of alternative health in your own life, and demonstrate your passion

and understanding of the market.

You can also talk about any of the programs or training classes you’ve taken to

acquire your skills. For example, if you’ve taken AWAI’s The Accelerated Program

for Six-Figure Copywriting, you’ll easily be able to help your potential client, andalso further enhance your own credibility by drawing on testimonials from some of

the best in the business like Bob Bly and Clayton Makepeace.

There are many avenues you can take when writing your About page. How do you

decide what to include?


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Bottom line:

If it sells you, and encourages the potential client to hire you, include it.

Now your client knows more about what they can expect from you, and why they

should consider you for the project.

Let’s push them even closer to hiring you, by answering any questions they may

have, and removing any roadblocks that might be in the way. Let’s move on to the

FAQ page …

Mandy and Cindy use the same tacticon their About pages. They weavedetails about how they can help prospects with personal background

information and stories about uniqueskills and interests.

www.mandymarksteiner.com/about

www.cincyrcopywriting.com/cindy

http://mandymarksteiner.com/about/http://www.cincyrcopywriting.com/cindy.htmhttp://www.cincyrcopywriting.com/cindy.htmhttp://mandymarksteiner.com/about/


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Frequently Asked Questions Page

The purpose of your FAQ page is often misunderstood. Sure, you’ll want to answer

some of the questions your potential client may have …

But, the FAQ page is also a great opportunity to continue selling yourself and your

services, and push the potential client closer towards deciding to hire you.

It’s also an opportunity to begin establishing your value in the client’s mind.

Remember, you want clients who are willing to pay you a lot of money for the skills

you possess. Show potential clients just what you can do for them, so they’ll beprepared to pay you what you’re worth.

Include questions that show your value …

• What can I expect from working with you?

• What kinds of results can I expect?

• What is your process?

• Do you do the work yourself or outsource?

• Can you do the design, too?

• Do you charge more for rush jobs?

• I have a tight deadline to meet. Can you start on my copywriting project

right away?

Answer questions that truly are “frequently asked” by potential clients …

• What are your rates?

• What kind of turnaround time can I expect?

• What if I want to make revisions?

• I’m in New York, and you’re in Missouri. Can we still work together?


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• What do your fees include?

• What is the best way to reach you?

• How do I go about hiring you? Do I have to sign a contract? Do you ask

for money up front?

• Will you coordinate with my other suppliers?

And, include questions that position you above competing freelancers …

• I work in a highly technical eld or a eld that is very involved. How are you

(or any freelance copywriter for that matter) going to understand enough about

my work to write about it?

• What kind of search engine rankings have you been able to get for other

websites?

• What programs do you use, and are you able to work with Mac and PC?

• Do you have experience working with printers, list suppliers, or mail houses?

• Can you show me any samples of your work?

• Do you have a success rate with getting your resume clients interviews?

• Do you have any specialties?

• Do you have a reliable network of suppliers that you work with or will I need tosource them, too?

• What sets you apart from everyone else?

Just like a well-crafted sales message, EVERY page and EVERY piece of your

freelance website should work towards a single action …

And that’s hiring you for the job!

Your FAQs are no different. Use them to get the potential client one step closer to

hiring you.

Now your client’s questions have been answered, and you’ve removed any

roadblocks that were in the way.


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The nal thing we need to do is build up his condence. We want him to feel

condent that his decision to hire you is a good one, so we want to give him some

proof. Let’s move on to Testimonials page …

“What can I expect from workingwith you?” is one of the mostcommon questions prospects have.Show professionalism and condencethat you can meet their needs.

The FAQs page is an ideal spot tooutline your process for working

clients.

www.jamesdavidwright.com/faq

www.angelawstillwell.com/faqs

http://www.jamesdavidwright.com/faqhttp://www.angelawstillwell.com/faqshttp://www.angelawstillwell.com/faqshttp://www.jamesdavidwright.com/faq


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Testimonials Page

You’re in the home stretch! If a potential client is checking out your testimonials,

he is getting really close to contacting you about his project (if he hasn’t already!).

So, you’ll want to be sure to include powerful testimonials that will push him over

the edge.

What makes a good testimonial …

As with every other piece of copy on your website, each and every testimonial

should sell you and your services. They should also follow AWAI’s four golden rules

of testimonials:

1. Be as specic as possible.

2. Stick with one benet per testimonial.

3. Make sure they’re believable.

4. Keep the testimonial targeted to your potential client.

Obtaining testimonials …

If you’re a freelancer, obtaining testimonials should be a top priority for your

self-promotion strategy, whether you’re experienced or just starting out.

If you’re working with clients already, you should be asking every single one for

a testimonial after your project is complete.

When a client says something positive about your work, immediately ask

permission to use the quote in your marketing materials.

Let them know they are welcome to revise the quote, now that they know it will

be used to help you land additional clients. Often times you’ll nd that they’ll end

up sending you something even stronger than the original quote.

If soliciting a testimonial, go ahead and write up a sample or rst draft of what

you’re hoping to get. Usually your client will just make a few small changes, and


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then approve its use. Not only will you get more testimonials quickly, but you’ll

also be sure to get ones that are unique and help to sell your services.

If you’re just starting out and you don’t have any clients yet …

Don’t worry! You should still be able to gather up enough testimonials to start.

Here are some ideas …

• Do work for free in return for a glowing testimonial.

• Ask past employers for a testimonial on your professionalism, or any other

aspect of your former job that would be relevant to your current freelance niche.

• Use comments from previous clients and/or customers from a different

career or job.

• Get testimonials from people in your community or from social organizations

that demonstrate strengths like attention to detail, professionalism, and

creativity.

• If you volunteer, get testimonials about your commitment, ability to get results,

and dependability.

Even if you’re just starting out, there’s no reason you can’t come up with a half

a dozen or so benet-oriented testimonials that further encourage the potential

client to hire you.

Now your client has heard from other people why you’re right for the job. He’s

feeling condent in his decision to hire you, and at this point should contact you

to discuss the details of his project.

BUT, there will be some who want just a little more proof before nally making

the decision. So for those prospects, you’ll want to show them what you can do

for them.

That’s right — you’ll show them samples of your work. So let’s move on to

Samples page …

(And, don’t worry if you’re just starting out … you can still have a Samples

page, too!)


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Position testimonials in a sidebarand throughout the copy for extraemphasis.

www.cincyrcopywriting.com

In your testimonials, list full namesand company names and titleswhenever you can.

www.frogcommunications.com/

success-stories

Use photos to add personality (so long as

your clients approve)!

http://http//www.cincyrcopywriting.comhttp://www.frogcommunications.com/success-storieshttp://www.frogcommunications.com/success-storieshttp://www.frogcommunications.com/success-storieshttp://www.frogcommunications.com/success-storieshttp://www.angelawstillwell.com/faqshttp://http//www.cincyrcopywriting.com


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Samples Page

Time to close the deal! Because if a prospective client goes to your Samples page,

you can assume he’s just looking for one more piece of reassurance that you can

do what you say you can do.

So, if you’ve been working for a while, here’s where you get to show off your

best stuff. You’ll want to provide a good mix of samples, but make sure that each

sample you include is your very best work.

And, if it’s an old sample that you feel could be made better using the recent skills

and experience you’ve acquired, by all means revise it! That way, you can ensureyour samples are demonstrating your current ability.

“But, what if I don’t have any samples?”

Don’t let “no samples” scare you or take away the chance to show potential clients

just how good you are at what you do.

According to legendary copywriter Bob Bly …

“You probably already have a few good samples to show clients. Think about

things you’ve written for your current or previous employers. Maybe you’ve

written sales letters, press releases, business letters, memos, or bulletins

that look good. Or maybe you’ve contributed to your department newsletter,

company magazine, town newspaper, or church bulletin.

Plus, you can get good samples fast by offering to do pro bono work for an

animal shelter or another local business. Tell them that if your letter works,

they have to let you use them as a reference.

And whatever you do, don’t let not having experience stop you. Believe

it or not, having a portfolio is helpful, but not vital. Most clients are more

interested in talking with you about their projects than in looking through a

bunch of samples.”


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Even if you’ve never worked for a single client, you can still show your talents by

creating sample pieces of your work.

Many AWAI members have landed their rst, second, and third clients with

“sample samples.” Here are some more ideas for you …

• Turn your practice exercises into samples.

• Write a series of autoresponders.

• Optimize a website and post before and after results.

• Write a landing page for a product or service you use.

• Re-write a website for a local business in exchange for the sample.

• Redesign something you receive in the mail or nd online.

No matter where you are in your freelancer career, you should be able to show

your potential client what you can do for him. (In case you’d like more help

creating a sample portfolio, I’ve included a few bonus articles in the Appendix to

help you.)

So, at this point he knows what you can do for him, knows what to expect from

working with you, and is condent in his decision to hire you.

All you have to do is let him know how to contact you!


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Post a list of company namesand projects, and let visitorsclick-through for more details.

www.petcopywriter.com/clients

To best showcase your Samples, adddetails about the project, such aschallenges and outcomes.

www.diannahuff.com/portfolio-category/manufacturing

http://www.diannahuff.com/portfolio-category/manufacturinghttp://www.diannahuff.com/portfolio-category/manufacturinghttp://www.diannahuff.com/portfolio-category/manufacturinghttp://www.diannahuff.com/portfolio-category/manufacturinghttp://http//www.cincyrcopywriting.com


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Contact Page

Your Contact information is a critical element of your website and should be visible

throughout your site.

You should also have a dedicated Contact (Contact Us) page. It could list your

email information, mailing address, phone numbers (ofce or cell), Skype user

name, and even ofce hours — or none of those details if you’d rather they were

not in the public domain. For privacy reasons, many freelance copywriters instead

choose to use a ll-in form on their Contact page. Prospects complete their details

and submit the form, enabling the copywriter to respond to legitimate requests.

Use your Contact page to reiterate your interest in helping prospects. Friendly

headlines like “How can we help you?” or “Thanks for stopping by!” or “How to

contact me” encourage further communication.

Plus, it’s now more important than ever to encourage prospects to connect with

you on social media. Your Contact page should include social media icons and links

to your proles.

Your Contact page is another place to let your prospects know you want to hear

from them and you’re ready to learn more about their project needs and goals.

Get the ball rolling with a strong, clear call-to-action.


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Encouraging prospects to connect onsocial media is a great way to buildrelationships. Prospects buy from people they know, like, and trust.

www.jamesdavidwright.com/contact

Note the “TAKE THE NEXT STEP”button. It appears on every page ofthe website. Excellent call-to-action!

www.zbcontent.com/contact

http://www.jamesdavidwright.com/contacthttp://www.zbcontent.com/contacthttp://www.zbcontent.com/contacthttp://www.jamesdavidwright.com/contact


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Now that you know how to write the content for your freelance website, we’re

going to dive a little deeper into some specics that apply to your niche, as well as

take a look at some good sample websites you can learn from.

Note: Be sure to read the Specialized Content: Copywriting pages before

you focus on your specialty, because the strategies on those pages should be the

foundation of any freelance website.

The next section of this report will cover writing content for specic freelance

specialties. For example:

• Copywriting

• Web Writing

• Content Marketing

• SEO Specialist

• Social Media

• Business-to-Business (B2B)

• Lead-Gen Specialist

• List Building Specialist

• Cause Marketing

• Christian Copywriting

• Grant Writing

• Internet Research

• Photography

• Copy Editing

• Desktop Marketing

• Graphic Design

• Publicity

• Resume Writing

And, new freelance specialties evolve all the time. The pages which follow should

help give you a clear idea of how to write the content needed for your own

freelance website.

Let’s dive in …


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Specialized Content

Copywriting

The Copywriter website focuses on providing engagement, sales, and ROI toclients primarily involved in B2C (Business-to-Consumer) transactions. It serves as

a promotional website for the freelancing professional that both showcases talent

and provides credibility.

Just like good copywriting, the content of your website is an essential part of the

persuasion process. The content must appeal to both the emotional and rational

mind of any prospective client.

This website style is appropriate to various types of freelance copywriting businesses.

B e s u r e t o i n c l u d e ( t h i s i s a ct u a l l y r e l e v a n t f o r a l l f r e e l an c e r w e b s i t e s ,

s o w e w o n ’ t r e p e a t t h i s a g a in a n d a g a i n ) :

• Home Page: Think of your home page as a dedicated “hire me” page. Your

prospective client needs to know what you offer and how you deliver within the

rst few seconds of reading. Be clear about your specialty, particularly if you’re

a niche expert. Show off only the skill you’re selling and tell stories/provide

examples your prospect can relate to despite not having any expertise in your

eld. Close the page with a clear call-to-action.

• About Me Page: Contrary to how it sounds, this page should not be all about

you. Instead, talk about what you can do for your client. Explain what you

provide, how you deliver, why you’re worth it, etc. After that, feel free to

provide a few “humanizing” things about yourself: Where you’re from, what

hobbies you like, etc.

• Samples/Portfolio Page: This page should offer examples of your work and

the details of your experience as a copywriting professional.

• Contact Page: Provide a clear means of contact where a prospect can easily

submit a question or ask for a quote. It’s wise to state your reply-timeframe

on your Contact page — i.e., do you follow-up within 24 hours? Three business

days? Be specic, and then commit to that guideline. NOTE: Don’t list your email

address on your website, otherwise spambots will nd it. Instead, either embed

it as a hyperlink: Contact Me OR provide form elds with a “Send” button.


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• FAQs: Though it can go by several other names, a Frequently Asked Questions

page is good to have to 1) explain your process (i.e., timeline, payment terms,

revisions, etc.), 2) answer any questions your prospect has about what a

copywriter does, and 3) calm fears and doubts by talking about your guarantee

and what you do to make sure your client is happy every time.

• Testimonials: This page should provide credibility and proof that you deliver.Present your testimonials with the name, position, and picture (when possible)

of the person praising you. Don’t be tempted to edit the testimonials, except for

relevance. The more personable and unique each one is, the better.

• Blog/e-letter: This page will have constantly updated content that keeps your

website fresh and provides a constant stream of SEO entries. This is where you

can explain things of value to your client, like the features and benets of good

copywriting, and what to look for in a freelancing professional. It’s also where

you showcase the depth of your knowledge in the eld.

I d e a s f o r co n t e n t :

• Guarantee: Provide some form of reassurance to prospective clients that you

go the extra mile to deliver satisfaction. Many copywriters offer a set number of

“free” revisions or similar promises.

• Free report: A free, downloadable report is an opportunity for you to further

sell your services while providing something of value to potential clients.

• Articles/Credibility boosters: By writing and listing different articles on yourwebsite, you can easily showcase your expertise in your eld. This is also a

good way to provide credibility if you’re short on samples. In addition, consider

linking to authoritative websites that back up your claims.

• “Specs”: These are mock samples you can create to show what your work

looks like. Just be sure to clearly state that the sample was done as spec work

(you don’t want to inadvertently post as if it were a live sample).

One last tip: Present your information in more than one way. People have

different preferences and learn differently. You can present the same information

multiple times in different ways. For example, through video messages, PDFs, etc.

Also, keep your pages short and concise. Speak in a clear, consistent voice written

no higher than an 8th grade reading level. Choose one tense and stick with it (I

vs. me) and constantly answer the “What’s in it for me?” question that will be on

your prospect’s mind.


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Offer reassurance that the services you provide are necessary, satisfying, helpful,

and important. Also, ask for feedback and use it to improve your site.

Go o d e x a m p l es t o f o l lo w :

• Pam Magnuson Copywriting www.pammagnusoncopywriting.com

• Mandy Marksteiner mandymarksteiner.com

• Heather Sloan Copywriting www.insurancecopywriting.com

• Jerry Bures www.ascendmarketingsolutions.com

• Sean McCool www.seanmccool.com

• Carline Anglade-Cole www.carlinecole.com

Example

Example

http://www.pammagnusoncopywriting.com/http://mandymarksteiner.com/http://www.insurancecopywriting.com/default.asphttp://www.ascendmarketingsolutions.com/http://www.ascendmarketingsolutions.com/http://www.insurancecopywriting.com/default.asphttp://mandymarksteiner.com/http://www.pammagnusoncopywriting.com/


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Specialized Content

Web Writing

The Web Writer’s website must not only make it clear that professional copy isan asset to any business, but that copy written for the Web is very different from

print copy.

Web writers have the unique position of being in high demand with clients who

know they need web materials but don’t necessarily know what those materials are

called, how to get them, or how they can benet a business. This means any good

web writer’s website must answer all these questions clearly and persuasively.

B e s u r e t o i n c lu d e :

• An explanation about why writing for the Web is different from writing print copy.

• Clarication on why websites must be visitor-centric.

• Denitions for web terms like conversion rates, optimization, autoresponders,

analytics, and the purposes they all serve.

• Examples that explain the difference between types of web copy, such as a

home page and a landing page.

• Direction on how to nd, engage, and connect with prospective website visitors.


• Examples, such as a PPC campaign or series of 5-7 email autoresponders.

• Explanation of the advantages of blogs, e-letters, articles, and email.

• A case study on how SEO can improve search-engine rankings.

• Some discussion on the essential pages every website must have.

• An overview of bonus pages business websites may want and how they can

benet from those pages.

• How web design can help showcase your message and engage your audience.

• The value of a social media presence.


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• ContentClear Copywriting www.contentclear.com

• John Wood www.johnwoodcopywriting.com

• Fresh Look, Inc. www.freshlookinc.com

Example

Example

Example

http://www.contentclear.com/http://www.johnwoodcopywriting.com/http://www.freshlookinc.com/http://www.freshlookinc.com/http://www.johnwoodcopywriting.com/http://www.contentclear.com/


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Specialized Content

Content Specialist

The Content Specialist’s website should focus on explaining how your professionalservices will help your client increase engagement with their target audience,

encourage more “shares,” generate more trafc, increase market share, improve

client retention, and close more sales. Effective content marketing has to be

emotionally-appealing and customer-driven (what does the end-user need ?), and

your website copy needs to be the same.


• Content of your own! Your website must include blog posts, special reports, and

articles to show both the quality of your work and your understanding of thevalue of good content.

• A list and description of the different specic services you offer, such as white

papers, case studies, or blog posts. Be sure to indicate if you specialize in a

particular eld (IT, pets, green building) or a specic format (white papers,

social media posts, e-newsletters).

• An outline of your level of involvement in the process … do you plan content or

just write assigned topics? Generate ideas? Help build an Editorial Calendar?

Write or ghostwrite a blog or e-newsletter? Train in-house copywriters oncontent writing?

• Proof of credibility: Testimonials from satised customers (sprinkle throughout

your site), and memberships in key organizations (such as The Professional

Writers’ Alliance or Circle of Success seals).


• A case study of how your content made an impact for a client.

• Explain the important and valuable role you play in building long-term

relationships that turn prospects into customers.

• Provide several samples of your work; write on spec for local businesses or

nonprots to start building your portfolio. (You can link to websites where your

content is being used to attract customers and convert trafc into sales but

check the links frequently to make sure they remain active.)


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• Write info articles and guest blogs that prove your expertise in the eld where

you specialize.

Go o d e x am p l e s t o f o l lo w — Ch e c k t h e s e o u t f o r i n s p i r a t i o n :

• Deb Monfette www.contenttriggers.com

• Angela Stillwell www.angelawstillwell.com

• Michele Peterson www.exactlywritewebcontent.com

• John Rugh www. johnrughcopywriting.com

• Charlotte Hicks Crockett www.greenashmarketing.com

• Jim Wright www.jamesdavidwright.com

Example

Example

http://www.contenttriggers.com/http://www.angelawstillwell.com/http://www.exactlywritewebcontent.com/http://johnrughcopywriting.com/http://greenflashmarketing.com/http://www.jamesdavidwright.com/http://www.jamesdavidwright.com/http://greenflashmarketing.com/http://johnrughcopywriting.com/http://www.exactlywritewebcontent.com/http://www.angelawstillwell.com/http://www.contenttriggers.com/


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Specialized Content

Search Engine Optimization

(SEO) Copywriter

For a website to be truly effective, it must rst be found! The SEO Copywriter

needs a website that clearly communicates to clients the benets of achieving high

search engine rankings. For online businesses, the difference between page 1 and

page 5 of search results can mean the difference between success and failure.

Web pages properly optimized for search engines rank higher, get more trafc, and

make more money.

Much like you’d expect a copyediting website to be error-free, the SEO

Copywriter’s website must be properly optimized for search engines. Your website

is much more than just your website; it’s a prime sample of your work, and a

showcase for your expertise.


• A website that is fully and properly optimized for search engines.

• A clear description of the specic services you offer. SEO may be a technical

eld, but your description of the benets you can offer your clients needn’t be.

• Clear contact information: be easy to nd, and easy to contact.

• An explanation of the benets of organic trafc that come from high search

engine rankings.

• A conrmation that you engage only in ethical or “White Hat” SEO techniques.

• Any relevant training and/or certications.


• A consistently-updated blog. SEO is a dynamic eld, and your website should

reect that. An active blog shows that you’re keeping up with the trends.

• A case study demonstrating how much more effective (and protable) a

properly optimized site can be.


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• An example of an SEO Site Audit.

• SEO checklists and cheat sheets (great bait pieces for your email list).

• How-to articles, education, and training.

• Testimonials and success stories.

• Glossary of SEO terms.


• Jen Phillips April www.jenphillipsapril.com

• Cyndee Davis www.ocavancopy.com

• Heather Lloyd-Martin www.seocopywriting.com

• James David Wright www.jamesdavidwright.com/seo-copywriting

Example

http://www.seocopywriting.com/http://www.seocopywriting.com/


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Specialized Content

Social Media Expert

The Social Media Expert needs a website that clearly explains why and how social

media is a powerful, money-generating marketing tool. Social media copywriters

must convince clients this specialty is most protable when handled by an expert.

They need to explain or demonstrate how social media can be the source of

multiple income streams for a client.

Social media is a very dynamic eld, so copywriters in this specialty must also

emphasize how important it is to stay on top of trends. They need to highlight

the full potential of social media sites in terms of marketing, branding, winning

customers, and increasing sales.


• An explanation that demonstrates how social media is transforming Internet

marketing.

• Clarication regarding the different social media platforms and which tool is

most useful for communicating different messages.

• Examples that highlight the differences between conversational and engagingposts versus ineffective social marketing strategy.

• Clear proof of how social media platforms can complement each other. In other

words, build the case that it’s important to have the same person manage

multiple platforms and accounts for a streamlined approach.


• An overview of how a well-planned social media strategy directly engages

prospects.

• Examples of which social media platforms are most effective for which types of

businesses.

• A case study on how a good social media strategy can organically boost search

engine results.

• Explanation of the difference between social media copywriting and SEO

copywriting.


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• How social media adds value by driving trafc to specic websites.

• Links to your own social media network that prove you understand your craft.

• An active blog with regular, updated content about trends in social media.


• Gloria Rand www.gloriarand.com

• Jen Phillips April www.jenphillipsapril.com/social-media

• Janice Sakata-Schultze www.schultzecopywriting.com/services

• Michele Peterson www.winecopywriter.com/services

Example

Example

http://www.gloriarand.com/http://www.jenphillipsapril.com/social-mediahttp://www.schultzecopywriting.com/serviceshttp://www.winecopywriter.com/serviceshttp://www.winecopywriter.com/serviceshttp://www.schultzecopywriting.com/serviceshttp://www.jenphillipsapril.com/social-mediahttp://www.gloriarand.com/


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Specialized Content

Business-to-Business (B2B)

The Business-to-Business Writer’s website calls for quality copywriting, just like

any specialty, but also has a few elements that make it stand on its own. These

are things that must come across clearly in your website.

Approximately two-thirds of B2B clients will look at your website before contacting

you, so your website must convert initial interest into action. Focus on explaining

how your professional services will help your client solve his or her problems and

do not get caught up in talking about yourself.


• Detailed, obvious copy that shows you write for the B2B market. B2B copy

often calls for a very different approach than B2C — companies know this and

want to be sure you’re familiar with the eld.

• A list and description of the different B2B-specic services you offer, such as

white papers, case studies, corporate brochures, press releases, and specic

lead generation approaches.

• An invitation to your target market. Many B2B sub-niches call for specializedinformation, and if you can claim a commitment to a specic eld (software, for

instance) or specialty (such as case studies), you’ll be much more successful,

much more quickly.

• List tangible benets a B2B client will get from your services, such as higher

email open rates or more qualied leads. Remember, in B2B, the decision to

hire you must match both the personal needs of the client and the bottom line

of the company.


• Explain the important role you play as a B2B copywriter when it comes to

forming relationships (not just business deals) between companies.

• Provide several samples of your work, even if you do it on spec.

• Write info articles that prove your expertise in the eld where you claim

to specialize.


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• Steve Slaunwhite www.steveslaunwhite.com

• Pete Savage www.petesavage.com

• Dianna Huff www.diannahuff.com

Example

Example

Example

http://www.steveslaunwhite.com/http://www.petesavage.com/http://www.diannahuff.com/http://www.diannahuff.com/http://www.petesavage.com/http://www.steveslaunwhite.com/


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Specialized Content

E-newsletter Specialist

Your E-newsletter Specialist’s website needs to position you as an expert in helping

your clients effectively market themselves on a consistent basis and grow their list

of prospects.

While all businesses — in countless industries — could use e-newsletters, there is

a “sweet spot” of clients who will benet the most: professional service providers.

What is a professional service provider? Basically anyone who provides a service

or their expertise — like accountants, lawyers, real estate brokers, architects,

chiropractors, and coaches. So, the E-newsletter Specialist’s website needs tospeak to this audience …


• A clear listing of the services you provide: Do you brainstorm ideas for content?

Do you conduct interviews? Do you build the Editorial Calendar? Do you write

the content? Will you handle the production of the newsletter? Will you handle

list maintenance? Will you measure results?

• Proof and validation via testimonials of the caliber of work you do and theresults you’ve achieved for clients.

• Information about how you can capture your client’s voice and connect with

target audiences.

• Information about your familiarity with Constant Contact, AWeber, MailChimp,

or other e-newsletter and email delivery services.

• List tangible benets a client will get from your services, such as improved

engagement from their prospects, increased perception of expert status,

discounts for long-term contracts, turnkey service every month, and so on.


• Write your own e-newsletter. It will not only serve as a sample, it will provide

rsthand experience with the entire process.


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• Samples. (Before and after samples, if you’ve taken over from someone else.)

If necessary, write a few issues on spec in exchange for samples and references.

• Results of e-newsletter campaigns.


• Michael Katz www.bluepenguindevelopment.com

• Cindy Cyr www.cincyrcopywriting.com/copywriting

• Mary Rose Maguire www.maryrosemaguire.com/2014/01/10/how-to-create-an-

e-newsletter-your-subscribers-will-love/

Example

http://bluepenguindevelopment.com/http://www.cincyrcopywriting.com/copywriting.htmhttp://www.maryrosemaguire.com/2014/01/10/how-to-create-an-e-newsletter-your-subscribers-will-love/http://www.maryrosemaguire.com/2014/01/10/how-to-create-an-e-newsletter-your-subscribers-will-love/http://www.maryrosemaguire.com/2014/01/10/how-to-create-an-e-newsletter-your-subscribers-will-love/http://www.maryrosemaguire.com/2014/01/10/how-to-create-an-e-newsletter-your-subscribers-will-love/http://www.cincyrcopywriting.com/copywriting.htmhttp://bluepenguindevelopment.com/


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Specialized Content

Lead-Gen Specialist

Lead generation is the #1 task for marketing managers at businesses of any size.Leads become prospects, prospects become sales. It’s a numbers game — and

it all hinges on effective lead generation. And that’s why a Lead-Gen Specialist is

such an asset.

With so much at stake, marketing managers want to nd a productive Lead-Gen

Specialist. Your website needs to show them you are the best choice by explaining

how you can help drive prospects to the company and help the marketing manager

reach their goals.

The most important factor in your Lead-Gen Specialist website is to “walkthe walk” … show that your business follows lead-generation best practices.

Demonstrate rsthand knowledge of how to attract, cultivate, and nurture leads.

Focus on explaining how your professional services can do the same positive

things for your client’s businesses.


• Detailed, focused copy that shows you understand the marketing manager’s

#1 concern: generating more leads. Use action-oriented, powerful words.

• A blog to create awareness, attract visitors, and generate buzz on social media

and search engines.

• A list and description of the different specic services you offer, and what you

can do for clients. If you specialize in specic industries, make that clear.

• A sign-up box to capture email addresses and contact information. Remember,

the less you ask, the higher your response. Keep this area as free from

distraction as possible. Busyness is an obstacle to sign-ups.

• A Thank You page (use every opportunity to move the relationship forward).


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• A lead-generation website is structured with specic pages, each focused on

creating specic responses. Your website should reect the same ow. Every

web page should have a clear indicator of what the visitor should do next … the

site should clearly lead the prospect from one step to the next. And, each page

must have a call-to-action.

• Proof elements like testimonials and statistics will validate your capabilities,

so add them as you build up your reputation. Whenever you can, use photos,

names and/or job titles, and quotes in your testimonials. Display them

throughout your site.

Go o d r e s o u r ce s t o l e a r n m o r e a n d e x a m p l es t o f o l l o w :

• www.orbitmedia.com/blog/lead-generation-website-practices

• http://blog.kissmetrics.com/lead-generating-website

• Steve Slaunwhite www.steveslaunwhite.com

Example

http://www.orbitmedia.com/blog/lead-generation-website-practices/http://blog.kissmetrics.com/lead-generating-website/http://www.steveslaunwhite.com/http://www.steveslaunwhite.com/http://blog.kissmetrics.com/lead-generating-website/http://www.orbitmedia.com/blog/lead-generation-website-practices/


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Specialized Content

List Building Specialist

There isn’t a business on earth that wouldn’t benet from more customers. Andthe List Building Specialist can help deliver them. So, your List Building Specialist’s

website should make it clear that you can build the email lists your customers need.

Use the home page of your website to explain the value of building a list, and

painting a picture of the difference having fresh new leads can make to a business.

Focus on explaining how your professional services will help your client attract

more prospects, build better ongoing relationships, and generate more long-term

business.


• Detailed, obvious copy that shows you understand that “the money is in the

list” and how your clients benet from building lists of prospects and customers.

• Information about list building vs. traditional advertising so your clients can

understand what you’re providing.

• An itemized list of what list building services you offer: custom free reports,

emails, autoresponder (drip) campaigns, web copy, landing page copy, etc.

• A breakdown of any strategic, consulting, and campaign planning services

you offer.

• An explanation of the difference between “spamming” customers and building

an email relationship with the names on your house list.


• A special report or bait piece and a location on your website to capture leads.

You must “walk the walk”! (You’ll be able to speak with customers about yourrsthand experiences.)

• Explain the important role you play as a List Building Specialist when it comes

to forming relationships with prospects.

• Provide information about how list building can benet their business; use


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industry specics about the positive results of list building. Add statistics and

case studies from your experiences as your business grows.

• Write info articles or blog posts that prove your expertise in the eld.

Go o d e x am p l e s a n d r e s o u r c e s t o ch e c k o u t :

• Brian T. Edmondson www.internetincomecoach.com

• Ryan Deiss www.digitalmarketer.com

• Expert Exposure www.expertexposure.com/list-building

• Ben Settle www.bensettle.com

• Bourn Creative www.bourncreative.com/category/email-marketing

Example

Example

http://internetincomecoach.com/http://digitalmarketer.com/http://expertexposure.com/list-building/http://bensettle.com/http://www.bourncreative.com/category/email-marketing/http://www.bourncreative.com/category/email-marketing/http://bensettle.com/http://expertexposure.com/list-building/http://digitalmarketer.com/http://internetincomecoach.com/


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Specialized Content

Cause Marketing

Today’s consumers have a much higher consciousness — they want to know theyare dealing with companies who care about the world. More frequently, companies

are joining forces with nonprots to support a worthy cause, and cause marketers

are critical to getting their messages out.

Therefore, the Cause Marketer’s website has two potential target audiences:

nonprots and for-prot businesses. Your website needs to focus on how your

professional services can help both of these parties. Your site copy must stress

that you can relay both the worthiness of the cause and the efforts of the business

to be more “socially responsible.”


• Copy that communicates both your enthusiasm and commitment towards

guiding businesses and nonprots into successful cause-based partnerships.

• A demonstration of your ability to clearly articulate the message of the

company, the benet to the nonprot and the prospect, and the rules and

guidelines of how the cause campaign operates.

• A listing of specic types of copy you can write for your cause partners: webcopy, emails, point-of-purchase materials, social media posts, and so on.

• A list of tangible benets the cause partners will get from your services, such

as higher participation rates, increased volunteerism, or success in reaching

campaign goals. Remember, in cause marketing, the decision to hire you must

match both the needs of the nonprot and the for-prot business.

• Convincing text that you can write high-impact, results-driven copy.


• Explain the important role you play as a coordinator between the nonprot and

the for-prot business.

• Until you build up a portfolio of samples, consider selecting a successful cause

campaign and writing a report that dissects why it was effective in the market.

You can show your expertise and understanding of the vital components in a


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cause campaign. Include statistics of how the cause efforts have paid off.

• Provide several samples of your work, even if you do it on spec to get started.

• Tell the story of why you are passionate about any specic cause or causes …

Include any information about volunteer activities.


• Mindy McHorse www.brightercausemarketing.com

• Megan Tyson www.megantyson.com/services/cause-marketing

• Dawn Baird www.copyexpertise.com

• Gina Marie Long www.writerginamarielong.com/services/cause-marketing

Example

http://www.brightercausemarketing.com/http://www.megantyson.com/services/cause-marketing/http://www.copyexpertise.com/index.htmlhttp://www.writerginamarielong.com/services/cause-marketing/http://www.writerginamarielong.com/services/cause-marketing/http://www.copyexpertise.com/index.htmlhttp://www.megantyson.com/services/cause-marketing/http://www.brightercausemarketing.com/


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Specialized Content

Christian Marketing

The Christian Copywriter’s website must show an understanding of the sensitivity

of the target audience to proper language and a variety of worldviews.

Focus on explaining how your professional services will help your client solve his

or her problems in an upbeat and heartfelt manner. In Christian copywriting, your

sincerity is an asset, so be sure your copy lets it shine through.


• Detailed copy that shows you understand the needs of the vast Christianaudience and the nuances that can exist between different denominations.

• Text which highlights your authenticity, integrity, and passion for this market.

• A list and description of the different specic services you offer, such as email

or website copy, Search Engine Optimization, social media updates, direct-mail

copy, press releases, and more. Be sure to explain any terms in a clear manner,

so even a less sophisticated audience can understand what you can do.

• An explanation of how your faith can positively inuence the messages you

write and better resonate with the target audience. A story of your call to serve

or the foundation of your faith is appropriate in this market.

• List tangible benets a client will get from your services, such as more

leads, more donors or members, conversion of more visitors to buyers.

Focus on results.

• Keywords and phrases to propel your website up the search engine rankings;

include “Christian Copywriter” and “Copywriter for the Christian market” in

your content. This market is ripe for a well-optimized site.


• Explain the important role you can play in providing persuasive copy and a

positive, fresh, up-to-date slant to their materials.


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• Provide several samples of your work, even if you do it on spec. (Start by

looking for spec work with your own church or local Christian-based

charitable organizations.)

• Outline any volunteer work you’ve done, especially as it relates to the Christian

market … describe if you’ve been on a committee at church, taught Sunday

school, or participated in a mission. Write about how these activities havetouched you.

• Consider showing a before-and-after example of a web page you’ve

rewritten (even if it’s just a sample). There are countless Christian websites

that need facelifts.


• Marianne Foscarini www.christiancopywriter.com

• Kathy Widenhouse www.kathywidenhouse.com

• Eugene Szaj www.eugeneszaj.com

• Kellie Craft www.frogcommunications.com

Example

http://www.christiancopywriter.com/http://www.kathywidenhouse.com/index.htmlhttp://www.eugeneszaj.com/http://frogcommunications.com/http://frogcommunications.com/http://www.eugeneszaj.com/http://www.kathywidenhouse.com/index.htmlhttp://www.christiancopywriter.com/


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Specialized Content

Coaching

A Coaching website must highlight your prociency in your area of expertise. Atthe same time, you need to frame yourself as approachable and reliable. Coaching

can be an incredibly personal venture for a client, so above all, your website must

establish trust with prospective clients. Copywriters who serve as coaches should

also specify what type of coaching they offer, be it a mentorship, apprenticeship,

or traditional coaching agreement.


• Proof that you’re an authority who can be trusted to teach and guide.

• A clear explanation of how you operate, i.e., length of coaching options,

methods of communication, payment schedule, etc.

• What coaching with you will help a person gain. Focus on what your prospects

want more than what you can give.

• A description of your ideal client so prospects know whether they’re an

ideal match.

• Tips on how a prospect can nd the right coach for him or her.

• An easy way to sign up for your coaching services and make payments.


• Case studies on the success of past coaching clients.

• Testimonials that address multiple topics, from your level of responsiveness to

your approach to your specialized knowledge; include pictures, videos, or mp3

recordings when possible.

• A sample of what your client can expect when he begins coaching with you.

This can be in the form of a schedule, timeline, list of goals, or whatever is

appropriate to your approach.

• Different coaching options (variable prices for different packages/time lengths).

• Bonus reports or extras that get your clients launched in the direction they

want.


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• Joshua Boswell www.joshuaboswell.com/coaching/private-coaching-with- joshua

• Chris Marlow: The Copywriter’s Coach www.thecopywriterscoach.com

• Steve Slaunwhite www.steveslaunwhite.com/1-on-1-marketing-help

• John Carlton www.carltoncoaching.com

Example

Example

http://www.joshuaboswell.com/coaching/private-coaching-with-http://www.thecopywriterscoach.com/http://www.steveslaunwhite.com/1-on-1-marketing-help/http://www.carltoncoaching.com/http://www.carltoncoaching.com/http://www.steveslaunwhite.com/1-on-1-marketing-help/http://www.thecopywriterscoach.com/http://www.joshuaboswell.com/coaching/private-coaching-with-


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Specialized Content

Copy Editing

Copy editors make copy stronger, clearer, and more readable. Copy editors domore than check for spelling and grammar errors. Skilled copy editors check ow,

consistency, voice, sentence structure, and style, and make improvements in the

text without altering the main thrust of the content.

There’s an important requirement for the Copy Editor’s website … More than any

other site, it must be error free! Make sure you have proofed it thoroughly so it is

an example of the quality you will bring to your client’s projects. (This cannot be

stressed enough!)


• Before and after examples of work you have edited. As you build your portfolio,

provide a variety of samples of different types of projects. Provide several

samples, from simple (yet critical) “catches” to complex editing that improved

material. (Be sure you have client permission to post each example.)

• Proof and validation via testimonials of the caliber of work you do.

• Any education or experience that helps you excel as a Copy Editor.

• A list of the services you offer, and if you specialize in a specic niche (medical,

technical, education, business communications, resumes) and/or a format

(web copy, print materials, novels, self-published ction or nonction). Be sure

to emphasize any unique qualications you bring to that market (a technical

background, a journalism degree, years of volunteer work at school, and so on).

• A list of which style guide(s) you have experience with (AP, Chicago).

• Information about your familiarity with: Word (Track Changes), Google Docs,

hard copy with proofreader’s marks, or Mac (InDesign), for example.

• List tangible benets a client will get from your services, such as quick

turnaround and discounted contract rates.


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• With the increasing number of self-published authors, if you can help format

a novel or e-book for publication online, be sure to highlight that skill. The

demand in that market is only going to increase! Use book “cover artwork” to

grab attention.

• Copies of any credits, acknowledgements, or “thank you’s” you have received in

print should be featured on your site (and not just on a Testimonials page).

• Note: If you are more comfortable rewriting (editing) vs. writing your own

website promotional copy, consider bartering with a copywriter to get content

for your site. They write a draft of your site, and you edit materials for them in

exchange.


• Erin Wright www.erinwrightwriting.com

• Jessica Augustsson www. jessedit.com

• Christopher Merrill www.proofreader.cc

Example

http://erinwrightwriting.com/http://jessedit.com/http://www.proofreader.cc/index.htmhttp://www.proofreader.cc/index.htmhttp://jessedit.com/http://erinwrightwriting.com/


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Specialized Content

Desktop Marketing

The Desktop Marketer’s website must show how you’re able to wear all the hatsthat fall under marketing and copywriting. Your site needs to clearly specify how it

is that you know so much about each step of crafting a promotion.

It’s also wise to split your site into multiple sections or pages that clearly explain each

stage of the desktop marketing process: writing the copy, editing, putting together

the design and adding graphics, and launching the promotion into production.


• A clear message that targets your ideal prospect (likely to be small businessesif you’re an AWAI-trained desktop marketer).

• A portfolio with samples of projects.

• Why you’re better than an ad agency (discuss advantages you bring to the

table as a freelancer).

• The benets you offer by presenting copywriting, design, and printing services

all in one.

• Testimonials that speak to each type of service you offer. In other words, get atestimonial that compliments your copywriting expertise, one that applauds your

design abilities, one that is grateful for your production sense, and then be sure

to include a testimonial from a client who hired you to cover an entire package.


• Explanation of how you can deliver real, measurable results as a desktop marketer.

• Create a report that clearly shows the savings your clients enjoy by hiring

someone who handles 100% of their marketing needs.

• Include several articles or blog entries that explain effective marketing. Prove

to your clients that you have a thorough understanding of each phase of the

marketing process.

• If you don’t yet have testimonials, put together mockups (specs) that showcase

your abilities.


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Go o d e x a m p l e t o f o l l ow :

• Copy by Doyle www.copybydoyle.com

• Wordsmith Marketing www.wordsmith-marketing.com

Example

Example

http://www.copybydoyle.com/http://www.wordsmith-marketing.com/http://www.wordsmith-marketing.com/http://www.copybydoyle.com/


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Specialized Content

Grant Writing

The Grant Writer’s website must demonstrate a clear understanding of how theproposal system works and what’s involved. It’s essential to show prospects

that you know what kind of legwork is required upfront, what type of writing is

involved, and how you coordinate professional, on-time delivery of proposals.

With over $500 billion available in grant money annually, organizations are

constantly on the lookout for good Grant Writers. But, good Grant Writers are

scarce, and good Grant Writers with credible websites are even rarer. This means

taking the time to craft a professional, trust-creating website will be more than

worth your while.


• A list of the specic grant-writing services you offer.

• Terms that demonstrates your familiarity with the grant- writing industry. Refer

to AWAI’s Grant Writer’s Glossary of Terms for relevant words and phrases.

• A timeline that gives likely prospects an idea of how long the process takes

from start to nish.

• Testimonials that demonstrate your ability to follow detailed instructions and

see a project all the way through to its end.

• A description of your specialty or primary audience/ideal candidate. Be specic

as to what type of grant writing you do — educational? Health? Environmental?

• Faith-based? Nonprot?

• Your payment terms and compensation structure, as well as whether you’re

willing to work on retainer for an organization.


• Discuss your process for working with organizations to determine their

problems and needs.

• Educate your audience and show your expertise by explaining differences

between state, federal, and foundation grants.


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• Share your thoughts on the importance of a well-managed project

(and add supporting claims about how you will do an excellent job managing

any project!).


• Toni Rockis www.grantedwriters.com

• Elischa Campbell Consulting Services www.elischacampbell.com

• Steven Schafer www.grantwriterstevenschafer.com

Example

Example

Example

http://www.grantedwriters.com/http://www.elischacampbell.com/http://www.grantwriterstevenschafer.com/http://www.grantwriterstevenschafer.com/http://www.elischacampbell.com/http://www.grantedwriters.com/


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Specialized Content

Graphic Design

The Graphic Designer’s Website must provide a balance between persuasive copyand eye-catching visuals. While it’s important to showcase the power of design

and what it can do for a promotion, it’s also essential that you use copy to explain

important elements about design and why a client needs a qualied graphic designer.

Graphic design conveys a message much more powerfully than just text, resulting

in more attention and better sales. Communicating this fact to your clients is the

key goal of a graphic design website.


• An explanation as to how graphic design improves the reader’s experience (and

thus, the likelihood to buy).

• Specics about the type of design work you do: Websites? Direct mail layouts?

Logos? Avatars?

• Details about the format and size of les you deliver.

• Information about how design has more to do with just pictures and colors; you

want to make it clear that you also set appropriate font type, size, and layout.

• Particulars about the type of design software you use.

• A description of your work process and how you come up with concepts. Make

sure to specify the number of revisions included in your fee, particularly if you

provide logos or other picture graphics.

• Portfolio samples are particularly important on a graphic design website

because they give prospects an idea of your style and approach.


• Explain the importance of color and contrast and how using these elements

correctly can make a promotion rise above the rest.

• Explain the concept of readability to your prospective client. Make it clear that

improved readability on websites and print pieces leads to improved sales.


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• Blog entries that steadily educate clients on the power of design and boost

SEO rankings.

• Denitions that explain design concepts like Johnson Box, bursts, pull quotes, etc.


• Shadow Oak Studio www.shadowoakstudio.com

• JH Graphic Design www.jhgraphicdesign.net

• K Leigh Creative www.kleighcreative.com

Example

Example

http://www.shadowoakstudio.com/http://www.jhgraphicdesign.net/http://www.kleighcreative.com/http://www.kleighcreative.com/http://www.jhgraphicdesign.net/http://www.shadowoakstudio.com/


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Specialized Content

Internet Researcher

The Internet Researcher’s website must be simple, informative, and action-oriented. This is a unique service in that it is still relatively new, yet is already in

high demand. Because of that, it’s essential that you clearly articulate what you do

and how you do it while at the same time making it obvious how benecial your

services are.


• A detailed account of what you offer. Remember, the term Internet Research

• Specialist is still relatively new to most prospective clients.

• Your qualications. Why should someone believe you can “surf the Web” better

than anybody else? (Obviously, you need to explain why and how you provide

so much more than that.)

• How you can benet your clients. Will you save them time? Money? Make their

projects more effective?

• Extensive credibility boosters. Again, because this is a new eld and there are

no set standards, it’s essential to convince your client you can be trusted. If

you’re just starting out, get character testimonials from former coworkers andbosses, friends, and even family members.

• Your target client. You will be more effective and believable if you target a

specialty of research (i.e., publishing, B2B, or alternative health).

• An action-provoking contact page. You must have a clear call-to-action to get

maybe-prospects to turn into clients. Consider inviting them to contact you for

a no-obligation, 30-minute consultation.


• Paint a picture for your prospect of how much better life will be without

research weighing them down. Point out how much time, energy, and money

you’ll be able to save them by providing this service.

• A Frequently Asked Questions page that answers the fears and doubts of your

prospective clients before they even contact you.


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• Ferguson Research Group www.fergusonresearchgroup.com

• Stephen Smith www.researcherforhire.com

• CM Givens www.cmgivens.com/services.html

Example

Example

Example

http://www.fergusonresearchgroup.com/http://www.researcherforhire.com/http://cmgivens.com/services.htmlhttp://cmgivens.com/services.htmlhttp://www.researcherforhire.com/http://www.fergusonresearchgroup.com/


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Specialized Content

Photography

The Photographer’s website must be present a balance between informative copyand illustrative images. Though it’s natural to want to share your best photos, it

should not be to the extent that your prospects have to work to nd information

about you and your services (a common problem on photographer websites).

Above all, your website must be user-friendly. In other words, it must be quick to

load and easy to navigate. Too often, photographers get caught up in the artistic

display of their photos. While a prospect coming to your site will certainly want to

see some of your work, he is more interested in learning about you, your methods,

your specialty, how you work, and how you charge. Remember, copy is king.


• Content about your specialty. In other words, is your focus on portraits, stock

images, travel photography, corporate branding, or something else? Be as

specic as you can, using detailed terms like “biomedical photojournalism” or

“commercial location photography.”

• A portfolio with downsized images (preferably no larger than 800 pixels). If

your images or slideshows take too long to load or require an “in progress” bar,

you risk losing your prospect. The attention span of an Internet visitor is short.You must accommodate that or you won’t ever convert prospects to buyers.

• Contact information. Believe it or not, many photography websites do not have

clear instructions for getting in touch with the photographer.

• Where you work. Be specic as to whether you travel for projects or whether

you’re based in one city or a specic region.

• Delivery information. Address how you deliver nished photos.


• All content should be presented with readability in mind. Resist the temptation

to be overly “artsy” and follow tried-and-true rules like black text on a light-

colored background with clearly-placed navigation buttons.


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• Awards, honors, or mentions you’ve earned with your photography work.

• Outline any special training or experience that sets you apart.


• Lading Freelance Photography www.ladingfreelance.com

• Jason Page www. jasondavidpage.com/photography

• Nicky Jameson www.nickyjameson.com

Example

http://ladingfreelance.com/http://jasondavidpage.com/photographyhttp://nickyjameson.com/http://nickyjameson.com/http://jasondavidpage.com/photographyhttp://ladingfreelance.com/


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Specialized Content

Publicity

A website for a Public Relations specialist must come across as professional, clear,and effective, particularly since clear publicity is the service you offer your clients.

Not only do you need to get your prospect excited about the potential you can

offer them, you need to do it in a credible way.

Because public relations is a growing eld, you can put together a very effective

website even before you have samples and testimonials. Just be sure to stay

focused on the benets you bring your clients, and make sure every page is neat,

polished, and complete with a targeted message that proves you know what you’re

talking about.


• An explanation of what you do as a public relations specialist. Many people

think they understand this eld, yet most can’t even describe the key role of a

PR ofcial.

• How you’re able to provide your clients with more and better exposure than

their competition.

• A description of your ideal client.

• Details on how you charge for your services (even if you don’t want to

post your fees on your site, it’s still wise to talk about how your fee scale is

structured).

• A list of the different services you offer.

• Specics on how each one of the different services you offer will benet your

client — paint a picture to make those benets very obvious.


• Discuss the importance of a positive client image, particularly in the wake of so

many recent corporate scandals.

• Why and how PR delivers a strong Return on Investment (and why it’s a

particularly good investment in a post-recession era).

• How timing and placement mean everything when it comes to publicity.


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• Rembrandt Communications www.rembrandtwrites.com

• PROLine Marketing and Media Relations www.prolinepr.com

• BSG Public Relations www.bsgpr.com

• Logos Communications www.logos-communications.com

Example

Example

http://www.rembrandtwrites.com/http://www.prolinepr.com/http://www.bsgpr.com/http://www.logos-communications.com/http://www.logos-communications.com/http://www.bsgpr.com/http://www.prolinepr.com/http://www.rembrandtwrites.com/


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Specialized Content

Resume Writing

The Resume Writer’s website must be immediately appealing to individuals lookingto advance in or begin a career. Because of the innate personal nature of this

work, a Resume Writer’s website must establish immediate trust, condence,

and credibility.

The best way to approach this is through a combination of content that showcases

expertise, builds a trusting relationship, and allows a prospective client to visualize

the future of his or her dreams.


• A description of your qualications, including any certications you hold (such

as being a Certied Professional Resume Writer).

• Testimonials from satised customers who landed the jobs of their dreams.

• Explanation of how and why you offer a distinct career advantage to anyone

looking to change careers or start a new career.

• Details about your process, especially addressing the concept of how you’re

able to become so intimately familiar with a person’s background that you can

use it to land them a dream job.

• A focused specialty for your services, such as “IT Resumes,” “Technical

Resumes,” or “Health-Career Resumes.” You’ll get much more qualied

business that way.


• Explain the ideal criteria for selecting a professional resume writer.

• Provide samples of resumes you’ve crafted for past clients or on spec.

• Talk about the mistakes most people make on their resumes.

• Offer free resume evaluations as a way to show your prospect how much you

can do for her/him.

• Information on how to choose the right career eld (effectively leading

prospects to need and want a new resume).


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• Tim Windhof www.windhof-communications.com

• Robin Schlinger www.robinresumes.com

• Executive Resume Writer www.executiveresumewriter.com

• Chesapeake Resume Writing Service www.chesres.com

• Ann Baehr www.e-bestresumes.com

Example

Example

http://www.windhof-communications.com/http://www.robinresumes.com/http://www.executiveresumewriter.com/http://www.chesres.com/http://www.e-bestresumes.com/http://www.e-bestresumes.com/http://www.chesres.com/http://www.executiveresumewriter.com/http://www.robinresumes.com/http://www.windhof-communications.com/


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Concluding Thoughts …

First impressions are everything, and you only have one chance to make a rst

impression. Since your website will often be a potential client’s rst impression,

it’s critical that it represents you as a professional, and persuades someone tohire you.

Remember to …

• Be specifc. Tell the person visiting your website exactly what you can do for

them, and why they should hire you.

• Remember who your prospect is. What does the poten

Documents

Rep Content Essentials Guide