Copywriting is the backbone behind any professional web site. Clear, concise text that describes the products or services accurately, excites potential clients about what a web site has to offer and seamlessly leading users to the 'action page,' is what differentiates successful web sites from the rest.
It is an added benefit to have a search engine marketing specialist do the copywriting for a web page. The content in the pages will be optimized for search engines when complete.
The challenging role of a copywriter / SEO is to walk the line between writing text for a computer program to understand (search engine spider) and a human being. A writer does not want to diminish the editorial standard of the page, but at the same time, they want it to rank well for the keywords desired. The best writers can do both without it appearing to be anything other than quality content.
The amount of work that goes into copywriting is determined by the amount of material available. If the writer knows as little as the company's name and industry, it could take five times the normal amount of time. Whereas the time needed for a company that provides brochures, lists of competitors and a description of exactly what they want is significantly less.
However, no matter how much information is presented to the writer, some time for research is needed. Unless the writer has intimate knowledge of the industry, it will take time for them to learn enough to write about it.
