Most of my website copywriting clients have blogs, so things are better than they were a few years ago. They’ve figured out that blogs drive targeted traffic. And by now, they’ve got the stats to prove it.
Still, I often feel like more could be done.
Clients often have a tendency to go for “good enough” — a blog post that promotes a new product or service they’ve got, puts a little effort into finding a hook, and leave it at that. You’ve got 250-400 words, some memorable calls to action or turns of phrase, maybe a Flickr photo or a YouTube video tossed in for some eye candy and you’re good to go. There’s nothing wrong with that, but if what you get out of something depends on what you put into it, then some of us are treading water instead of making waves. Continue reading