Tag: content marketing freelance copywriter

It’s not what your copy said. It’s how your copy was styled

It’s not what you said. It’s how you wrote it. 

There was a time when words really mattered. Each. And. Every. One. Of. Them.

But not anymore. Writing for the web has become much less about the words you use and much more about the way they’re styled.

Jakob Nielsen’s 1997 research on how people read websites found that 79% of people scanned web content only – essentially making how copy is laid out much more important than what it says.

10 Copy styling tips to make your web content more scannable

1. Highlight keywords: Use typeface variations, hypertext links and colour to draw the scanners attention to the keywords they came for.

2. Choose fonts and font size carefully: There’s an optimal typeface and size for web fonts. Know them and use them. 2017 is not the time for Comic Sans.

3. Employ meaningful sub-headings: Leading lines and subheadings break up the copy load and encourage a scanner to read on for more information. 

4. Use line breaks: Line breaks create bite-sized chunks of copy that look easy to read. Make your new mantra; easy reads get read

5. Apply bulleted lists: Bulleted or numbered lists make content easy to digest as the heading states the intent.

6. Create takeaways with quotes: Quotes are an invitation to dive deeper into content as they speak directly to the point. 

7. Use infographics where appropriate: This is a great way to condense complex information and statistics for scanners.

8. Include only one idea per paragraph: Simple but important when it comes to retaining the scanner.

9. Start with the conclusion: Structure paragraphs in an inverted pyramid style, stating the conclusion first, followed by supporting information. 

10. Halve the word count: Cover complex content in a series of portion-controlled posts. This invites the reader to come back for more, and makes the content easy to digest.

Make every piece of copy count. 
Writing and styling great web copy is about making the important things matter. If your subheadings, lists, quotes and highlights tell the story – congratulations, you’ve made scannable copy! But the best part of scannable copy? It’s effortless to consume for word-by-word readers too! 

Do you need a copywriter to make your copy scannable?



Web Content – Business to Business Marketing – Feature Articles & Blogs – Brochures – Newsletters – Marketing Collateral – Product Descriptions – Content Creation – Copy Editing & Proofreading

Got Melbourne Copywriting Needs?

Don’t just talk about it. Get it done.

If the following sounds familiar;
1. Your content writer discovered their zen and moved to Bali #ithappens!
2. You just need a few little changes to your web content and no one wants to help
3. [Insert name] left your business and no one else has the time to write even simple communications for you
4. Your website has been neglected, abandoned or lost
5. You have been waiting for ages for that other freelance writer to get back to you
6. You don’t have a website yet, because you have no copy to develop one
….it’s time to get a freelance writer.

From as little as $75/hour, a freelance writer can solve all your copywriting problems. 

Melbourne based, I’ve been spreading messages for companies just like yours with fast and effective copywriting services. Helping people to clarify their message, tease out their intent and create fresh, attention-grabbing content is what I know.

But I’m more than just a writer. I’m a wordsmith and problem solver. And I can offer the perspective of your audience – an audience that doesn’t know you, or your business.

I do MORE than just write words

  • I offer you a fresh perspective. You know your business well, but do you know what’s really important about it?
  • I make your big ideas, products or plans simple. Your audience needs less information than you think – and I know which content matters.
  • I bring creative words and terms of reference to the project. You call it a hat. I call it a cap, cloche, bonnet or beanie.
  • I turn chunks of copy into words that can be easily digested. I use attention grabbing headlines to break up your copy and make it easy to read – even at a glance.
  • I understand the importance of your brand personality. I bring copy to life with a unique personality that is all your own.
  • I grow your business and audience. It’s simple. I choose words designed to sell.
  • I save you time and money. I free you up to do what you do best – run your business.

Web Content – Business to Business Marketing – Feature Articles & Blogs – Brochures – Newsletters – Marketing Collateral – Product Descriptions – Content Creation – Copy Editing & Proofreading

Content Marketing? Should you care?

Content, content, content. What does it even mean?

And should you care?

I admit it. I bang on about content. Content marketing, content strategies, content format…. 

But I’m in the business of developing content. And as a business owner, you’re in the business of creating relationships with customers. And how do you do that? With content. Your marketing spiels, your lead generation activities, your print collateral, your social media channels, your website, your SEO ranking… they all need content.

“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience — with the objective of driving profitable customer action.” ~ Robert Rose

Now I know as avid readers of my “CONTENT” that you know the basics, but let’s take a  look at the content trends for both B2C and B2B marketing to watch in 2017:

  • Buying Influencers. Influencers don’t only bring their audience to your brand, they also bring their audience’s network. Influencers are effectively brand advocates, or niche promoters, who use their expertise, popularity, or reputation to influence the buying decisions of their audience.
  • Live Streaming. Expected to grow in popularity, Facebook Live, YouTube Live, and SnapChat are making it easier than ever to host live product briefings, tours, tutorials, product launch events, and more.
  • User-generated Content. It’s not hard to believe that people trust content made by others more than they trust a brands’ content. So when it comes to user-generated content like social shares, reviews and comments – you better be paying attention!
  • Email Newsletters. Of all the ways to grow an audience, email has emerged as the most critical. I know everyone likes to believe that email is dead, but you only have to look to the big guys for proof of consumers appetite for email. The Washington Post now has over 75 e-newsletters, and The New York Times has 12 people dedicated to newsletters! If you’re considering a newsletter to promote your brand, 2017 is probably a good time to launch. 
  • Print. On the flip side of email marketing, businesses looking to cut through the digital clutter are moving to print. Airbnb and publishing partner Hearst recently launched Airbnb mag. Despite a convincing email campaign, they’ll distribute their print magazine of content created and curated from people who provide and use the Airbnb service to Airbnb homes.
  • Storytelling. The mainstay of any content marketing strategy, storytelling ensures that you’re not pushing content out for content’s sake. Simply blogging for no reason, or updating social media for the sake of it won’t cut it anymore. You need to engage with your audience and tell them a story.
  • Visual Content. Fundamental to the web, entire social platforms are now dedicated to visual content. Snapchat, Instagram, and Pinterest aren’t just for retailers and the creative – a picture really is worth a thousand words.

Melbourne Website Copywriter’s convert traffic into sales

Website Copywriter Melbourne

IS YOUR WEB TRAFFIC CONVERTING? Use a Melbourne Website Copywriter for results

“Traffic” you ask? Yes, “traffic”. Traffic (in the website sense) is the number of visitors to your website and the number of pages they view when they’re there.

But why should you care? You’ve got people to visit your site right? Wrong. Visits mean nothing if they don’t convert to an enquiry or sale. Worse still, visits to your site should never discourage conversion, or provide information that drives visitors to your competition.

Get to know a Melbourne Website Copywriter and get to know your traffic.

Tools like Google Analytics make it easy for you to understand how visitors use your site. But most importantly, the detail analytics provide can tell you if those visits convert to what you need…. an enquiry or sale. 

So what metrics should you care about?

At a minimum you should be considering:

  • Visits/Sessions. This is how many times users, new or returning, visited your site. It’s an easy way to assess the overall trends in traffic to your site.
  • Bounce rate. This represents the percentage of people who viewed your home page and left without taking any action. This is a great indicator of how compelling or relevant visitors found your content, and one metric you should really care about!
  • Active Time/Engagement Time. This is the amount of time people spent consuming your content during their visit. It helps you to understand if people are reading your content or just skimming and moving on.

Do these 2 simple things to make your traffic convert:

1. MAKE YOUR NAVIGATION LOGICAL Complex, illogical navigation can send visitors clicking…. off your site! Make your content easy to find, move around and action.


  • Try to be extraordinary! People like to see things they’re familiar with
  • Use navigation names/terms that mean nothing to your visitors
  • Fail to provide obvious instructions for visitors i.e. ”to buy, click here”, ”read more here” etc.)
  • Scatter your main navigation links around your website

2. CREATE GREAT CONTENT. Whatever your website is about, create engaging, informative and logical content that reflects your visitors needs. Not yours. If you can’t place yourself in the ‘objective seat’, find someone who can.


  • Say in many pages, what could be said in one
  • Fail to provide context for the information you’re supplying
  • Make your visitors confused with completely irrelevant information

A Freelance Writer always has something to say about content marketing….

content marketing, freelance writer

Because while silence is golden, when you’re a writer, there’s always something to say…

2016 saw The Freelance Pencil take on a massive project for a client dedicated to hitting the market hard. An astute client who understands the value of content in driving their business, The Freelance Pencil was tasked with developing a complete content marketing strategy.

“Content marketing is the creation and distribution of valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

What does a content marketing strategy involve?

Content marketing solutions are as unique as the businesses they serve. Limited only by the scope of your imagination (and the needs of your audience), a content marketing strategy might include:

  • Custom content written for you, in your own voice
  • Webpage content
  • Microsites
  • Social media content
  • Email newsletters
  • Copy for infographics, charts & graphics
  • Case studies
  • Curated content selected from relevant sources
  • Content for podcasts
  • Storytelling & blogging
  • Copy for videos
  • eBooks & white papers

Why should you care about content marketing?

Understanding why content marketing is important to your business means you understand the four stages of the buying cycle:

  1. Awareness. The customer may have a need, but they don’t all know there is a solution.
  2. Research. Once a customer is aware of the solution, they will educate themselves on their options and how each might meet their needs.
  3. Consideration. The point at which the customer starts comparing different products from different suppliers to ensure they’re getting a high quality product at a fair price.
  4. Buy. Finally, the customer makes their decision and converts their research into a purchase.
This four stage process requires content. Hight quality, targeted and engaging content that:
  • Identifies the problem;
  • Advertises the solution;
  • Demonstrates the benefits; and
  • Celebrates the purchase! 

So the message is simple. Businesses that ignore content marketing are damaging the value of their business.Every business, yes EVERY business with an online presence benefits from content marketing.

Is a content marketing strategy on your radar for 2017? Call The Freelance Pencil on 0418 530 585 to discuss your content needs today.