Idea block is the natural enemy of the web designer (that along with escaped tigers and David Hasselhoff tunes).
What do you do when the idea for your next brilliant assignment just isn’t pouring out of your head like an industrial drum of Mrs. Butterworth pouring syrup over your project’s fluffy pancakes?
If the idea well has runnith dry, here are are a few tips on how to get the inspiration ball rolling:
For less than $20 you can raise your social status and credibility, and finally be able to conduct team brainstorming sessions. You can even name the cute critters to expand your design firm and justify higher rates.
Find a wind instrument, sit cross-legged at your doorway and play Star Wars over and over again, until you see the light, or you collect enough change to get your caffeine fix.
Get back to earth tones using Austin Powers’ teeth as your website’s colour palette. Select from a full range of tobacco yellows and decomposed browns.
With your deepest voice, answer the phone matter-of-factly with nothing more than: “John Rambo.” Chances are, after an awkward moment of silence, you’ll be engaged in some thought-provoking conversations with your prospect, client, or mom.
Web design can require a level of intimacy. So, to set the mood, take a cue from the 1982 classic film Fast Times at Ridgemont High: “When it comes down to making out, whenever possible, put on side one of Led Zeppelin IV.”
Not sure? Take this short quiz.
A) Providing useless second-guessing.
B) Making references to what his spouse might think.
C) Being able to create your likeness on a spreadsheet using a Sharpie and some old pipe cleaners.
D) Listening to your ideas because that’s why he hired you in the first place.
ANSWER: D of course, but that usually only happens in an ideal world where dogs and cats walk hand-in-hand sharing ice cream.
Who are these so-called “web designers,” and what are they all about? It’s a profession shrouded in mystery. Here’s a little pop quiz to familiarize you with this baffling vocation.
1. Who truly gets no respect?
A) Rodney Dangerfield
B) Osama Bin Laden
C) Web designers
D) Web designers and Osama Bin Laden
ANSWER: D. Web designers don’t get respect because it’s a job where it’s hard to define the actual work that goes into it. Osama Bin Laden doesn’t get respect because he is the most hated man on earth.
The abilities of good web writers are often undervalued. That’s why so many websites — as good as they might look — don’t generate leads and sales. The web content doesn’t attract traffic nor does it convert.
This week, for example, a business owner wrote us:
“I spent on webcopy 3 times and not happy so looking for one more time before I give up. Your rate $500 is high though so if you are not flexible/negotiable, it is OK if you don’t respond.”
We did respond, suggesting he try Craig’s List. The referred to $500 is our minimum charge, which basically gets clients a keyword analysis. His project, which comprised up to 20 pages, would cost several times that.
Meanwhile, say he was looking at spending about $300 for the 20 pages of web writing. That’s $15 per page. And that’s supposed to include planning, interviews, research, copywriting, tags and revisions?
What does a good web writer cost? A lot more than $15 per page. No skilled writer would agree to — or be able to — deliver quality goods at that rate.
Chances are this business owner will find someone who lacks the skills to produce effective web writing for the fourth consecutive time. The small sum of money he’s spending each time is being wasted on empty marketing hype that will continue to thwart and damage his business.
The fact that so many people want to or love to write does not make writers a commodity. As is the case with designers, musicians and athletes, the good ones get results, and must be compensated accordingly.
“How do I find the right web copywriter for my business?” That’s a common question by business owners at forums and seminars.
The answer is quite simple: on the Web.
A web copywriter who knows how to write for search engines will be visible on the Web. And if he can promote himself online, he’ll be able to promote you (be it in Toronto, New York, London or globally, if desired)
But your web copywriter also needs to be well versed writing for another audience: people. Getting prospects to your site is one challenge; converting them into customers is another. So ensure the copywriter delivers clear, concise and objective web writing that is customer centric.
While speaking at a recent Web forum in Vancouver, a web copywriter from the audience approached me with disheartening stories about how his skills were not valued at his workplace.
Part of the reason web copywriters are under-valued extends from the fact managers often get excited about new technologies. They believe employing new software and applications demonstrate they’re on the leading edge, creating an opportunity to score points with their superiors. As a result, the employees who handle design and development tend to gain more attention and recognition.
During a meeting to discuss an upcoming project, a marketing director from a U.S. firm suggested the client would be better served investing more on print materials, including print ads and direct ad mails, versus search engine ads and search engine optimization (SEO).
While print ads and direct mail have their place in the marketing realm, Webcopyplus strongly suggested the client stay the course and focus mainly on SEO.
The client, who is introducing a new type of data storage component for computers, is targeting a broad market — virtually anyone who uses a computer.
Even if you gain access to a direct mail list of individuals who recently purchased computer products, there’s no accurate way of forecasting current or future purchases.
Meanwhile, SEO allows you to target your audience when consumers are at their peak point of interest.
That’s when they are most likely to make a purchase, which translates to high conversion rates, and your best return on investment.
When delivering web content courses, business owners often ask, “How do you find a good copywriter for the Web?” Whether you’re based in London, Toronto or New York, the answer is simple.
Do an online search.
Good copywriters know how to craft copy that persuades people to act, be it to enlist as a member, sign up for a newsletter or purchase a widget.
Good web copywriters can deliver potent copy for people. But they also understand how to write effectively for search engines. They help businesses choose and strategically use select words that will drive targeted audiences to their websites.
Consequently, an effective way to find a good web copywriter is to see who shows up on the top rankings of Google, Yahoo, MSN or your search engine of choice. If they can promote themselves, they can promote you.
Plug in words surrounding web copy writers, professional web copy or what have you, and away you go. A few searches and you’ll be well on your way to finding the right web writer to optimize your website and your business.
Despite major drawbacks of Flash-based sites, some business owners continue to fall into this trap.
As previously noted in Backbone Magazine, Webcopyplus recognizes Flash is an outstanding tool for adding audio, video and animation to a site. However, Flash-based sites can’t be indexed by search engine spiders, which account for the majority of traffic to websites. As a result, these beautiful websites often draw little, if any, traffic.
Moreover, Flash intros prove to be a waste of time and resources. Fortunately, most businesses and designers are moving away from this pointless gimmick, which squanders visitors’ time and web owners’ money.
The Flash topic is one that many individuals are passionate about. In fact, the noted Backbone article prompted a prolonged Ubuntu Forums debate that involved more than 3,400 viewers, more than 300 votes and more than 100 responses.
