Explanation, Details and Pricing

Effective, high-quality copywriting is an essential key to online success for every variety of net-reliant business or organization. As people in advertising have always known, strong copywriting is the most direct route to making money for clients. And reams of research have demonstrated that well-written content, suitable to the reading style of web users, plays a major role in visitors’ overall satisfaction with the “user experience” and hence conversion rates. Most web sites include an array of writing styles and samples – the home page is not written exactly the same as the About Us section, or the product category pages, or the product descriptions. Press releases have a style of their own, as does the privacy-policy page, as well as many other components of a full-featured site. DISC has mastered the gamut of writing styles and tones required for these diverse needs.

Writing for the web differs markedly from producing paper-based material. Online text has a different tone and style than most other writing. According to usability findings, web writing needs to be especially succinct and “scannable” by readers who are likely inclined to spend only a couple of minutes at the site. You have but little time and space to gain and hold site visitors’ interest, so the writing must be just so. At the same time, online readers are looking for valuable information, and tend to stay at sites longer when these informational needs are met. So there’s a delicate balance between “bite-sized” nuggets of highly focused, carefully crafted, and user-friendly material as well as substantial, meaningful, useful information.

Another component of effective web writing is the need to optimize for search engines. Perfectly legible and scannable online content serves an important purpose, but optimizing text adds a crucial dimension that confers great benefits for your site’s overall profitability. As we explain on other sections of this site, optimization constitutes the most effective set of technique for scoring well on search engines for an extended period of time. This is where it is most beneficial to have multiple in-house capabilities. DISC’s clients often contract our company to do SEO work as well as copywriting. In these cases, the original copy we produce is highly optimized for search engine indexing and ranking. And when DISC is not asked to optimize the site, our copy is still informed by our SEO expertise. That is, we have a strong sense of which keywords should be woven into text, and what frequency and density are most effective.

Not all companies have in-house web copywriting resources or skills. In some cases, the writers on hand have no experience composing for the web, though they have produced plenty of marketing and corporate materials. Other companies simply have no personnel dedicated to generating web-centric copy but have outsourced this responsibility, with widely varying degrees of satisfaction. DISC has found that some companies assume they have the in-house expertise but the copy produced is not suitable for online use.  

DISC is fortunate to have on staff several highly skilled copywriters. For example, one of our SEO specialists, Mark Baven, brings 20 years of writing and editing experience in the publishing field to the table. Other members of the DISC team have similarly powerful language skills and experience. Such expertise is invaluable in fashioning effective web-based text.