Website Written by a Website Copywriting Company – What’s the ROI?

If you consider yourself something of a writer, you know there’s a difference between “grammar” and “style.” The writing style that should be used in your company website content and business blog is radically different from any style of writing you will have practised before, unless you’re a professional trained copywriter  (which is rare, given the low number of copywriting courses available. Writing for your online audience requires an in-depth understanding of how people read and interact with content online.

You must be able to wield a style of writing that juggles:

  1. SEO-focussed content
  2. Non-academic writing techniques
  3. Copywriting knowledge of how people read
  4. Graphic Text for online skim readers
  5. Benefit-focussed content
  6. WIIFM-focussed language
  7. User-friendly and “sticky” layout of content 
  8. Target audience focussed content
  9. Considerable Sales and Marketing Knowledge

What’s the Return on Investment (ROI) for using a Website Copywriting Company to Write Your Company Messages?

Here’s proof that a qualified website copywriting company can get you the results you want. Tangible Words clients are always looking for their website to be a strategic communications tool, quite often to turn the website into the sales tool it should be.
Yesterday one of our clients, Quinte Economic Development Commission (QEDC) forwarded us an email from a prospect who was entering the sales process through the QEDC site. The prospect was a member of the target audience, and we designed the site’s content architecture and navigation with their needs in mind before copywriting the website content to go with it.

After their experience on the website, the prospect was motivated to contact QEDC – one of the key goals of the site was to increase contact points. Furthermore, the prospect wrote in their email,  “Great website – easy to use”.

So not only did QEDC receive an inbound marketing request for sales contact, but they also created such a positive experience with their target audience through the website’s content architecture that they strengthened the relationship, communicated their values and made an excellent impression on their prospect.

Isn’t that how you want every sales experience to go?

You will too can get a Return on Investment (ROI) by hiring a good Content Marketing company who leads many website redevelopment projects each year and knows exactly which pitfalls  to avoid – like going to a web developer instead of a copywriting company first when you need to revamp your website.

What did we do for QEDC’s website?

Here is the Case Story on “Aligning Your Website Words With Your Company Strategic Communications Goals”. If you aren’t sure how your company can benefit from using a Content Marketing Company or Website Copywriting Team, give us a call (416-779-7407) or take a look at other Case Stories to see services we have provided.

What did QEDC have to say about the Copywriting Process completed by Tangible Words?

Checkout the testimonial from CEO, Chris King – “Tangible Words offered Professional short and long-term strategic communications and content marketing…”



“They offered strategic communications and content marketing to QEDC”

“Tangible Words services are 100% professional, timely, proficient, and delivered in accordance with each project’s budget.

Tangible Words offered professional short and long-term strategic communications and content marketing planning to Quinte Economic Development Commission (QEDC) leading to:

    • The launch of a new website;
    • A 36-page external publication for QEDC;
    • Strategic communications training to senior management, stakeholders and key individuals in our organization involved in Search Engine Optimization (SEO) and Social Media planning.
    • Liaising with our web developers on behalf of QEDC to articulate, brainstorm, develop and direct resolutions to problems we were having.
    • Whitepaper publications, client interviews, etc.

We are very pleased that Tangible Words will continue to support QEDC’s strategic communications well in 2014 by planning and developing messages for both internal and external audiences.”

Chris King, Chief Executive Officer, QEDC

Align Website Words With Your Strategic Communication Goals Case Story

BEFORE: The Strategic Plan Says The Website Will Achieve Goals X, Y and Z But How?

  1. Quinte Economic Development Commission (QEDC) was already getting their website design refreshed, and making the content management system change to WordPress, a more user-friendly website content management system. After seeing Alysha lead a program session at the Ontario Eastern Municipal Conference (OEMC) on Using WordPress for your Company Website, they asked Tangible Words to do a website content audit of their old site to see what else they could learn  from a professional copywriting company about getting your online messages right.
  2. Tangible Words’ Website Content Audit and Consultation revealed that there was work to be done in terms of keyword integration (of key services and the support QEDC provides businesses who operate in The Bay of Quinte) and the copywritten techniques required for successful online reading.
  3. On closer analysis, Tangible Words’ team revealed that the strategic plan relied heavily on the website as a key communication tool – but the messages to particular target markets were not obvious such that these people couldn’t recognize themselves on the site and find the information that was helpful to their interests.
QEDC-Project-Plan-300x193 Align Website Words With Your Strategic Communication Goals Case Story

Strategic Project Plan for QEDC

AFTER: QEDC Website Content Re-Planned, Re-Considered, and Re-Written, + Training.

All of Tangible Words’ work for QEDC surrounded their online messages. First we did professional SEO website copywriting and strategy, and then in-house training for their support staff.

QEDC-300x172 Align Website Words With Your Strategic Communication Goals Case Story

QEDC After a Content Marketing Strategic Plan and Website Copywriting

Here Are The Strategic Objectives That Were Completed:

  1. Positioning. Align strategic communications goals from QEDC’s Strategic Plan and Job and Investment Growth Plan and create Information Architecture for communication products (website, articles, publications).Our writing service first looked at their strategic plans (which often says, “we’ll use our website to do X, Y, and Z!”) and to look to see the website messages are focused around those goals. We took the time to get to know QEDC’s goals and visions for the future by looking at all previous documentation they had, and then figured out where the gaps were so we could support them with messages they would need.
  2.  BrandingDevelop SEO copywriting messages in communication products for QEDC external audiences. Develop, collate and create communication products (e.g. QEDC client narratives).Then we wrote the website content in keeping with those objectives, professional copywriting and SEO goals. And even after that, we are on-hand professional writers (in an ongoing Content Partnership) to help them with their continued content strategy online, writing frequent content for them around the strategy, on their website, in magazines and in print.
  3. Workplace Training. Best Practices Training for long-term, consistent use of Content Management Software (CMS), and external audience communication. As more companies move to a CMS website (like WordPress) staff members want to write on their website. So our training makes sure that when they do that they are following best practices for SEO and end users’ expectations so that their website is still great in the future.

How do you see these achievements fitting in with your Economic Development Office’s goals?