Washington Post Reports Writing Skills Rising on the List of Job Requirements But Failing in Candidates
The Washington Post published an article on Sunday, August 13, 2017 titled “Writing skills are rising on the list of job requirements–and falling in candidates,” by Jeffrey K. Selingo.
Selingo continues to reports hearing an interviewer from government contracting firm, looking to hire proposal writers for federal agencies, complain about “how difficult it is to find good writers these days.”
“According to national surveys, employers want to hire college graduates who can write coherently, think creatively and analyze quantitative data. But the Conference Board has found in its surveys of corporate hiring leaders that skillful writing is one of the biggest shortfalls in workplace readiness,” Selingo said.
“That’s why so many employers now explicitly ask for writing and communications skills in their job advertisements. Experience in writing and communications are the most requested job requirements across nearly every industry, even in fields such as information technology and engineering.”
Need a Good Writer–or Writing Training? Contact All The Buzz
The most successful businesses realize that how they communicate with their customers can either make–or break–their sales, so they don’t leave the marketing copywriting up to their staff. They bring in an expert to write their website, sales materials, brochures, direct mail, proposals, and other important marketing collateral.
All the Buzz has conducted corporate training classes in how to be a better business writer, and worked with executives to assist with their writing skills. If you need writing training, or desire a great (and award-winning) business copywriter, contact All the Buzz.
–excerpted from washingtonpost.com/news/gradepoint
Why Keywords Matter for SEO
Although the rules of search engine optimization (SEO) change frequently, one thing remains constant: the need for content that is keyword-relevant.
Not 20 years ago, it was easy to get noticed with your own website. But now that there are more than 1 billion websites on the World Wide Web, it is increasingly difficult to grab your audience’s attention and get them to click on your site.
Good Use of Keywords
Keywords are those words that are entered into a search, and that indicate just what a person is seeking. It makes sense, then, that the more specific the information that is entered, the more closely a match will be created in the search. When writing your copy, be sure to include keywords that not only generically describe your product or service, be specific.
Make a short list of your top keywords, and pepper those throughout your copy. Pay attention also to long-tailed keywords, which are three-to-four keyword phrases that are very specific to what you are selling and what your prospect is searching for. Most people enter more than one word when performing a search query. For example, if they were looking for a dentist for their child, they might enter, “pediatric dentist fairfax virginia.”
Even if you don’t have the exact keywords on your page, search engines are smart enough to recognize your content as relevant enough to rank you highly in a search. You might rank highly for “jogging” for instance, even though you use the word “running” in your content.
Bad Use of Keywords
Stuffing your site’s pages with keywords, especially when they do not naturally refer to the content on a page, leads to a bad visitor experience. Not only do they not find the important information they need, and for which they came to your site in the first place, it junks up your content as to be annoying and irrelevant to the user’s needs.
High Keyword Rankings are Not an Indicator of High Sales
Just because you rank in the top listings for your keyword does not mean that you will automatically receive more sales. Your copy must be written in order to fulfill the expectations of your visitor, and must convert visitors to sales. Track those keywords that bring in visitors, and track again which visitors convert to inquiries or sales.
Copy that excites people enough to make an inquiry is what you actually desire.
There are a number of online tools that can help you determine your keywords and track your SEO rankings. There are also expert copywriters, like those at All the Buzz, who can help you create copy that not only attracts visitors, but sells.
Have Your Reviewed Your Web Copy Lately?
If you haven’t updated your web copy in a couple of years, you have probably dropped off the search engine radar. Let us check your existing site to ensure that your copy is relevant and keyword rich. We can review and edit your current website, or create entirely new copy that will sizzle.
Contact All the Buzz today for professional web writing services.
One Space or Two Between Sentences?
Way back when I was in school, we were taught to put two spaces behind a period before beginning a new sentence. Writing for the web, however, is different. You only use one space between sentences.
When we used to use typewriters, in order for the copy to be read clearly, it needed two spaces to set it apart. There was only only font, after all, and it was not as easy to read as our modern proportional fonts found on computers.
Today, every computer is proportional, and good writers know to only put one space following a sentence. Even the style guides, like the Chicago Manual of Style, dictate that a single space should be used. Likewise, only one space should be used after a colon or semicolon.
Nothing looks more amateurish on your website than copy containing double spaces. Take another look at your website and other written materials to make sure you’re up to date on publishing style.
When is the Last Time You Updated Your Website Copy?
If your website is dated, or you haven’t refreshed your copy in several years, it may be time to call in a professional copywriter, like All the Buzz. We’re experts in creating compelling copy that will highlight and illuminate your company, and get you noticed on the web. Contact us today.
All the Buzz Writes New Website for Tichenor Law Office
The Law Office of Patricia E. Tichenor, P.L.L.C. had an older website that just didn’t offer the friendly feel or functionality attorney Patricia Tichenor wanted. She wants to be known as a different type of law firm — one that is warm and friendly — and wanted the copy to reflect that difference. New to this site are the FAQs and the blog, which also add a client-centric focus.
All the Buzz worked with a design partner and created the copy on the new website. All the Buzz also creates the blog posts for the site in order to offer in-depth insights into various services and issues and to assist with search engine optimization.
If your website needs revising or a whole new look, or you need to keep current on your blog posts, please contact All the Buzz. We’ll provide the professional look and feel you need.
New Website for Spa Noa
All the Buzz joined a design partner to provide copywriting in the creation of a new website for Spa Noa, a high-end popular salon and spa in Reston, Virginia.
Owners Lucy Silva and Mary Taylor wanted an inviting website that reflected their commitment to quality and highlighted their personal touch. Their home page describes it best: “The luxury of an upscale spa; the warmth of a best friend’s home.”
A soothing design, custom photography, and customer-based copy help enliven the site and relate to what clients are looking for.
Which Comes First? The Copy or the Design?
If you have ever worked with a creative agency to mount a new website, you’ve probably been asked to provide the website copy up front. This can be daunting to someone who is unfamiliar with building a website, or to a person intimidated by writing. (That’s why we get brought in so often.)
Different agencies work in different ways: some want the copy up front, while others provide a template “look” first and then build the copy based on the template.
Which should come first: the copy or the design?
I find this dilemma similar to the age-old question “Which comes first, the chicken or the egg?”, and as with the chicken query, both can be correct. Continue reading →
What Does a Modern Web Writer Look Like?
My inbox today contained a great infographic titled The Perfect Anatomy of a Modern Web Writer. It explains what we, as web writers, need in our arsenal as professional writers, as well as demonstrates what to look for when hiring a web writer. So I thought I’d share it.
The Perfect Anatomy of a Modern Web Writer
Outstanding Copywriting Ability. Copywriting begins with knowing your customer’s hope and fears, her principles and problems…and then figuring out how to help her achieve her goals and ease her pains.- Storytelling Skills. Storytelling creates a narrative that spellbinds people. There’s no debate: the best web writers are also the best storytellers.
New Website for High Gear Truck Repair
All the Buzz just finished up another website, this time for High Gear Truck Repair (www.highgear.biz). This client had a dated and very static site with hardly any text and no search engine optimization. We recreated the site, originated fresh copy, featured a lot of photographs, and got High Gear back on the SEO grid.
“Drive” People to Their Destination Through Your Landing Page
I came across a great infographic that shares the biggest landing page goofs business owners can make. It compares the experience of visiting your landing page (or home page) to that of a cross-country road trip.
You want to make the trip a smooth journey for your visitors, taking them from where they are now to their final destination. And you get to decide that destination.
Do you want them to sign up for your newsletter, click the “buy now” button during a special sale, or call you for a price quote or free consultation? Pick one and give them the directions that will lead them directly to the end of the line without confusion or roadblocks. Continue reading →
Your Website is Sooooo Out of Date
It’s time for a website audit.
I can’t believe how many websites I see that are just plain awful.
- Their copy is out of date.
- They have only bulleted lists on each page.
- They haven’t used keywords or internal links.
- They have typos or bad grammar.
- Their pages only have pictures, without even having captions.
- They are even lacking copy altogether.
- Worst of all, they have the dreaded “Under Construction” on their pages or their entire site.
Egads! Are people turning away from your site because they get a bad impression from it?
When’s the last time you changed or updated your copy? One year? Two years? Ten years? Continue reading →
