The original question appeared here:
Keyword research, copy optimization, establishing a voice and tone, editing and proofreading, sales conversion?
Can anyone think of what those may be?
When you put up a proposal and quote for copywriting on your client’s website copywriting (or web copy), there are obviously a few things that you need to be mindful about.
That being said, I’m speaking from past experience of 6 years in the field of being a content and copywriter.
In this article, I will go through the top 8 things that you need to know, and include in every proposal that you send to a prospect.
By the end of reading this article, you should be able to confidently know, and understand the different elements that make up a copywriting invoice.
#1 Know the business objectives of your client
There is no way that you can understand what to include in your invoice, if you don’t have a clue what the business objectives of your client.
For example, is the objectives of your client is the get people to subscribe for the email list, your content writing will be very different than if the client wants people to purchase something on the site instead.
That being said, it is very important that you speak to your prospect before you begin crafting your invoice, with questions such as these:
- what do you hope to achieve out this website?
- What is the objective all this website, and how does it contribute to the overall business?
- Who are the typical audience that visit your website, and what do they typically feedback about the overall experience?
When you truly understand the business objectives of your client, it becomes much easier to decide the different elements that you need to include in your invoice.
#2: Do your initial research on the demographics of the audience
After understanding the needs of the client, it’s time to actually delve into the real statistics behind the site, and find out who exactly is visiting the website right now.
Understanding the demographics of the site allows you to better understand what kind of copy is expected, and the amount of work that you need to do in order to fine tune the copy later on.
Find out the traffic sources of your client’s site.
First of all, we have to find out that different traffic sources that your prospect’s website is getting traffic from.
To do this, we can go to a website like Similarweb.com, which is an online free service that analyzes your prospect’s website, and tells you the different sources that visitors come from.
For example, suppose your prospect is Nike.
next, click on enter.
Similarweb will then analyze Nike’s website, and come up with the different traffic sources for you.
Scroll down to the section on traffic sources, you’ll be able to see the different places where audiences come from.
As you can see from the screenshot above, Nike seems to have the majority of the search traffic coming from search engines, at 39.29%.
What it tells you, is that if you want to do up a copywriting invoice for Nike’s web copy, obviously keywords optimized for search engines on the website copy is an essential element of your invoice.
This is so because Nike relies heavily on search traffic for their website.
#3: Analyze the social traffic statistics, so that you can understand the age group that your audience comes from
As you probably know, the tone of voice of your copy writing changes, as the age group are gender of your audience changes.
That being said, it’s very important to find out the type of people who are visiting your prospect’s website.
Luckily for us, similarweb also analyzes this metric.
On the analysis page that we have just done earlier in step two, scroll down to the part that says “Social”.
As we can see from this analysis, Nike’s traffic comes mainly from Facebook, but also YouTube, and Twitter.
With that data in mind, we can then compare this data to demographic reports of these social networks.
By taking a closer look at the different demographics of Facebook, and Twitter, we can see that the majority of our followers, to our prospect’s website come from a relatively young age.
They mostly come from the ages of 18 to 29.
That being said, it affects your copy writing, because of the different tone, and style that is required to reach out the this particular audience.
Maybe you need to incur extra costs, because your focus is on a middle-aged audience.
Maybe you need to hire additional resources, because you need additional understanding of exactly who visits the website.
All these are factors that you can Factor in in your proposal, but it starts with the data.
#4: Conducting your keyword research
Next, we will want to do specific keyword research on our prospects website, so that we can better understand the depth of research required for your prospect, if he hires you.
For this portion, we will use a tool called Spyfu.
Spyfu is a software Helps you to analyze your competitive website, and comes up with a list of qox that they are ranking for.
essentially, we want to use this data that we have gathered from our competitors, to understand the different see which that we are competing with them for, and the level of work that is required in your copywriting project.
For this example, we will use Adidas, the main competitor of a prospect, Nike.
Next, click on enter.
Spyfu comes up with an extensive keyword list of your prospect’s competition, and it shows you the level of depth and work that you have to do in the project.
Naturally, there are some quick items that you should look at:
Competitor Shared Keywords
The competitor shared keyword section is a great way to see the different keywords that both your competitors and your prospect is sharing, and can be a great way to find the tone and voice of your copy.
You can also use the Adwords history section to find out the different advertisements that your competition has been promoting, and perhaps have an idea of what their agency is targeting, as well.
Next, You will also want to take a look at the exclusive keywords that your competitors rank for, but not your prospect.
You might want to readjust your proposal, and focus your copywriting for your client’s website, in order to help them rank for these keywords as well.
Bringing it all together
All in all, I hope that it is quite clear to you, that the first step to actually crafting a copywriting invoice for the prospect begins with understanding the business objectives, and the design goes off your client.
Most proposals fail because they do not even mention what the client wants, but instead focuses on what the agency wants.
Apply these Concepts, and Techniques, and I promise you that the chances of you succeeding, and clenching that project is that much higher.