Copywriting
April — November 2021
Inc Authority Copywriting
As a Copywriter, I created a database of content to be used in client projects in place of lorem ipsum for Inc Authority.
This helped designers complete projects faster and gave clients a head start on writing.
How might we…
speed up the website design process?
help customers who are struggling to create website content?
ensure finished website projects meet content criteria without a lot of effort from the client?
make generic content that can be personalized?
Concept
Inc Authority offers a product called Website Design Services, where a team of account managers and web developers act as an in-house agency to produce websites for customers. They collaborate with the customer to define the look and feel of their desired website, and projects can take as little as two weeks to complete.
Needs Analysis
Several projects could take months to finish with long periods of silence from customers, especially when asked for written content to populate their website. These projects were near completion; the design was already finished except for lorem ipsum as placeholder content. At times, these projects were so drawn out that they were marked as completed, where the client websites are made live with lorem ipsum telling their stories.
In the case of clients who weren’t likely to request custom copywriting, there was a need for a bank of content that could be used to ship these websites. Projects could go live and clients would be relatively satisfied with the content on the website. This generic content would still be placeholder text, but would give clients more to work with when customizing the content themselves.
Getting to work
Solution
Create a content database where web developers can pull copy for client websites when content is needed. The content should allow for customizable fields such as business name, year of establishment, regions served etc., which can be personalized.
Process
I started by interviewing account managers and other project managers to determine the most common industries that clients work in. I created a list of industries related to past projects, and added other considerations from team members and closely related fields. I then researched each industry, took note of the content structure each industry follows, and got to work writing the content.
Database Categories
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Appliance repair, carpentry, carpet cleaning, decks, general maintenance, glass repair, house & condo painting, house cleaning & maid services, junk removal, landscaping, locksmith, pest control, plumbing, powerwashing, roofing, woodworking
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Caregiving, catering, massage therapy, naturopathic medicine, personal training
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Auto mechanic repairs, bookkeeping & tax preparation, dispatching & transportation, life coaching, photography & videography, real estate, security, sewing & alterations (tailoring), towing, virtual assistance
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Candles, fashion & clothing, general retail
