Sometimes when I take on a new client who has a lot of pages already written on his website and they aren’t bad, I wonder how I am going to improve on them?
Then I dive in … I do a thorough creative brief on my client’s business. I find out things like …
- Target customers
- History of the business
- Services
- Products
- Guarantees
- What’s worked in the past?
- What hasn’t?
- Customer testimonials
- Competition
- And, yes, even more.
This process helps me to learn my client’s story. And there’s always a story.
In addition, I turn up valuable information that is currently nowhere on their website.
That makes me happy because then I know I can help them shine.
Still, when the research is done and I have to sit down in front of my computer screen and begin that first new web page, I dread it. Despite all my prep work, I really don’t like the moment when I have to actually begin writing. I doubt myself and think I can’t do it. Not this time. I hate it.
Yes, even professional writers hate to write. Don’t believe anyone who says they just “love to write.” They’re not professionals.
We commercial writers do love having written. Especially something beautiful … yes, to me a well-written commercial web page that tells my client’s story in a way that helps him get more business is beautiful.
So how do I get out of my funk when facing a blank screen?
I just start anyway … usually with some random and easy aspect of the page, like writing the who-to-contact information, phone numbers, etc. It’s weird but that’s enough to get me going. Other writers may have different methods; that’s just mine.
As I continue writing, I am often amazed at what I am able to do. When I compare the original with my revision, the pieces are worlds apart. It’s as if I’ve spun straw into gold.
I’m not bragging … It’s just my gift along with a lot of practice. There are plenty of things I’m not good at.
Easy Web Tip #178: If you want more gold in your cash register, find yourself a talented commercial writer to makeover your web pages.
