Everyone in business knows it’s easier (and cheaper) to keep an existing client than to get a new one.

But copywriters can get lazy. I know, I’ve been on the receiving end of freelance copywriters’ work as a previous marketing director. And it’s super annoying when a copywriter who has done beautiful work the first time around commits one of these client-losing blunders.

If you want to keep your copywriting clients, always do these things:

Submit only first-rate copy

Do not get lazy just because your client raved about the first project you did for them. Be diligent in your research, editing and proofing every time. Even if it means you spend a little more time than you estimated. What’s more important: Saving yourself an hour or keeping the client happy and the revenue stream open?

Meet deadlines

I don’t care if your sister is going through a divorce and needed you there. Especially when this is the third time you’ve given me an excuse why you didn’t submit the copy when you said you would. I have deadlines to meet, too, so copywriters, keep to the date you told me! (Hint: add a couple days to your deadline to give yourself wiggle room before you submit it to the client. They’ll be happy when you submit the copy earlier than expected, too!)

Don’t complain

Do you want the project or not? Because I don’t want to hire a copywriter who is going to complain about there not being enough information, a short deadline, or any other thing you may not like. If the parameters don’t suit you, say so upfront clearly. Like a marketing manager needs any more stress. We’ve hired a copywriter to help shoulder some of that stress, right?

That’s not to say you shouldn’t give your opinion, when it’s warranted. Be sure to point them to a reputable source if you’re challenging something they’ve already specified. Advice from someone who has the background and experience to give it should be welcomed.

Learn to ask the right questions

This point will help any copywriter’s project go more smoothly. Nobody likes surprises when work has to be carefully estimated and scheduled. But a client may not know exactly what you want to know. So you’ve got to learn to ask upfront. Get a clear picture of what to expect. If it’s not clear, build your assumptions into your estimate, notifying the client of the terms of the project your estimate is based on, so it can be modified later when the details become apparent.

Stay in touch

It’s a bit unnerving for some clients to send money off into space and then wait to see what a copywriter produces. So stay in touch with frequent emails. Even if it’s just to ask a question and give an update, an email every couple days will help put the client’s mind at ease.

Follow up on your copywriting work

Let the client know you’ve checked out the website, if that’s what you’re writing, and give some feedback even after all is said and done. I proof websites I write for no extra charge. Sometimes designers unwittingly leave off the final paragraph of a page, for example. And this attention to detail is valuable to your client. It also shows you’re genuinely interested in the project going well.

It’s all about making your client’s life easier, not harder. Unfortunately, too many copywriters (and other freelancers) are a real pain in the butt to work with. Why not take a fresh look at how you’re treating your clients these days?

Take it from a copywriter, there are several reasons why it’s a good idea to use captions with the images you post in your blog.

• People read captions more than any other element on a page (except the headline and perhaps subheadings).

This means your captions are a great way to get your message across to online scanner-type readers.

It also reinforces your takeaway message to those who care to read line by line.

Think about it. Images draw the eye naturally. When coupled with a line or two of text, the reader inherently wants to read that text. The subconscious hope is that those captions help pull the story together for them, with minimum thinking required.

• Using captions with images helps when optimizing your images for search traffic.

I learned recently that bounce rates figure into search engine results for any given page.

If you’re optimizing your images for search, then people are probably arriving at your pages via those images. If they’re not finding what they expect, they click away immediately, giving you a bounce.

Captions can reduce those bounces by helping the clicker understand better what to expect when they get to your site.

• People want to click on images, so further motivate with a caption.

It’s a good idea to link images on your site or blog to content you want people to see. A compelling image with a descriptive, clear caption is going to bolster traffic to those pages that are important to you.

There you have it. Three big reasons to use captions. What are you waiting for?

Create a kickass website highlighting your copywriting skills.

That’s it. That’s the answer.

But since I can’t have a blog post with only two lines, I’m going to elaborate a bit. Because if you’re a copywriter who knows anything about writing for websites, then you probably know that not just any website you throw up will do the trick.

Choose a search-friendly platform for your copywriting website

I recommend WordPress. This site is created in WordPress using the Thesis theme. It’s not done yet. Especially the blog portion still needs help. But I’m already ranking in the first few Google listings for far-reaching search terms like “online copywriter”, “website copywriter”, “seo copywriter”, and so on.

Of course it helps that my site has been online since 2003. And that I had been listing it in directories and building links gradually over time. But even if you start now with a site created in WordPress, you can rank for highly targeted terms quickly.

Target niche terms to build a flow of inquiries quickly

It can take years to rank for the types of terms I do now. But if you start out targeting narrow niches, you can build a flow of traffic for those search terms. Start with local search strings, even if you offer your services nationally. There will be less competition, and you can see immediate results as your broader areas take their time to grow.

Don’t be afraid to specify what you’re good at. If you do your best when writing about food, go ahead and target terms like “food copywriter florida” or even “food copywriter gainesville”.  Each page you create on your new site can be dedicated to a specific niche industry you want to write for.

Get your website up and keep adding to it

Your website will never be perfect. But you need to get it up right now to start building momentum in online searches. Add to it and sculpt it as you go, but just get the dang thing up fast.

Partner with a talented web designer and offer your services in trade

There’s no need to spend thousands on a great design. Just like you need help with visuals, those who are more graphically gifted often need help with wording. You can come out of it with a unique, stunning website design and perhaps even a new piece for your copywriting portfolio!

Reach inside yourself and find what makes you different

My website is my sole source of copywriting leads. I get probably an average of 5 inquiries a week. Many are from people who have read through my site and feel convicted that I am the copywriter for their online project. I believe it’s because I am very straightforward about my beliefs in how good copywriting plays out, and I also specify directly who I feel I work best with.

But when I started out, it was sooo tempting to tap into the usual “I meet every deadline”, “my copy sells”, and so on. Honestly, those generic claims are just the expected baseline for a copywriter. To really be persuasive, you have to go deeper and find the thing that matters for you and those you want to write for. Then plaster that everywhere throughout your site.

So, get your website up and start attracting new copywriting clients today!

High-quality content is now the biggest concern of online marketers. We have Google to thank in part for their recent Panda/Farmer update. And I’d also like to think that website owners are reaching a maturity level where it’s understood that their readers want more high-quality content to help in their research and buying process.

What makes content high-quality? I am thinking out loud a bit here, but I would say that high-quality content writing must be:

Original content that’s not found elsewhere.

This applies to the wording in your content, but it also applies to the topic and thinking expressed on your website or in your online article. It’s too easy for people to swipe content and simply reword it for posting on their own sites. Sure, referencing other articles and quoting them in part is fine. But give it your own perspective, make it relevant for your own audience. That’s where the real quality comes from.

Authoritative. Accurate in statements and facts.

I see this all the time from SEO writers who do a high volume of work – they don’t fully understand the nuances contained in the original articles they reference, and meanings end up changed in their efforts to reword and rewrite. High-quality content requires the writer take the time to fully understand the topic.

High-quality writing is also personal.

This is my philosophy. I think high-quality copywriting must bring a topic closer to the reader. It must make it personal, even if it’s for a dry, industrial topic. It’s a person who is reading your content, remember.

Employs keywords wisely. Naturally.

You want to know which keywords you’re targeting, probably 1-3 per page, and then use them as they should naturally occur. Otherwise, you’re missing out on SEO opportunities.

And did you know that seeing the search term used in their query can also help put the reader at ease? If you searched on “high quality content writing” and landed here, you probably felt like you landed in the right place when you saw that term used on this page, right?

Grammatically correct. Free of typos.

By now this is a no-brainer. High-quality content requires a certain level of proficiency in grammar, word usage, spelling and so forth. This is particularly painful for people who don’t write for a living. And even for some copywriters. And I’m probably getting myself in trouble here, as I will surely have some sort of typo in this post. Yet if I’m writing a website for a client, every page I submit goes through a barrage of proofing. I’ll save those details for another post…

Anything I’ve missed here? What do you think makes for high-quality writing?

Blogging, blogging, blogging. I love it. Especially when it pulls from my direct experience.

In fact, I am of the opinion that in order to be effective, blog writing must pull from direct experience.

If you’re looking to hire a copywriter to write your blog, make sure they know your industry and can get really charged up about your products. Otherwise, your blog will not have the personal depth your customers are looking for, and it will not do much for your brand. (Of course it can still do wonders for your SEO. But you want to engage all that traffic once your blog is ranking well, right?)

My latest blogging gig is writing for the fun and trendy Beanie Designs blog. This blog accompanies the Beanie Designs website, which sells beautiful handmade baby hats. However, the blog is more about being a parent than buying hats.

I’ve written for other areas I’m knowledgeable in, particularly Internet marketing. But I’m up to my neck every day in parenting, and honestly, this is a subject that’s near and dear to my heart. Thus, you’ll see my passion and experience come across in the topics and content I write for the blog. I doubt I could do that for, say, plumbing.

However, don’t be discouraged if you’re operating a plumbing blog and want help from a professional blogger to build your content. Just be prepared to help your copywriter become familiar with your audiences and their challenges.You should also actively suggest content and inspiration. After working together for a while, your copywriter should be able to write as a member of your company.

And, of course, if you have even the slightest inclination toward blogging yourself, you can create really powerful content on your own and then get a professional’s feedback. I feel that a business owner or other passionate person involved directly in the business can ultimately provide the blog content that will resonate best with the company’s audience.

What do you think?

The first person I’m going to introduce you to in my Interesting People blog category shares my first name: Lisa Barone. Chief branding officer and co-founder of online marketing firm Outspoken Media, she blogs and tweets witty, helpful commentary in between helping her firm’s clients with SEO and social media.

Why I like Lisa Barone and think you will, too

I first found Lisa when I started looking into Twitter while at SEO Advantage. I am not one of those people who is on Twitter constantly, (not that big a fan of Twitter, really), but when I did, I always saw something from her in my feed that caught my eye. She usually made me chuckle or otherwise enriched my time there. That can’t be said of most other people’s tweets. She’s got personality galore and really knows her stuff, too.

Apparently I’m not the only one who thinks so. She has over 16k followers on Twitter and nearly 7k subscribers to her blog. I get it via email, and it’s one that I usually make sure to scan.

If you’re interested in learning more about online marketing, then Lisa Barone is someone you’ll want to check out. She makes it fun as she shares her methods and reports on current happenings in the industry. Plus, she’s got a great name.

Copywriters like me help businesses by writing websites and other content like online articles, directory listings, social media profiles, etc. But if you’re a small business owner, it can be overwhelming just knowing where to start. What’s really necessary and what’s not? Do you need a blog? A Facebook page?

There are literally thousands of things you can do online to promote your business. Much of it will depend on what you offer, the niche you serve. However, there are some things that every small business must do nowadays. And a copywriter can be a very helpful friend when it comes to getting it all done.

1. Get your website in order

Make sure it’s conveying what you’re all about, your unique brand identity.

Plan to build more content on a regular schedule, even if it’s just one article a month. This is one of the cornerstones of online marketing. Everything feeds off your content. (This could be in a blog or a knowledge center, for example.)

If you go with a blog, and every business needs to have a blog nowadays, it’s important to market the blog, too. This is time-consuming (networking online with other bloggers, etc.) but it pays off bigtime down the road by compounding your site traffic and links, which drive your site’s authority in Google’s eyes.

2. Set up directory profiles

Especially important to local businesses, directories and review sites like Yelp.com are fueling the consumers’ search for reliable businesses. Google also relies on them to rank your site, and they are an additional way to show in the first page of search results (your profile on the directory can show up in addition to your actual website).

There are also likely to be directories that contain existing profiles of your business, added without your knowledge. You will want to claim those and make sure all information is accurate.

3. Set up social media profiles

Google also looks at social “likes” and “followers” related to your site. It’s enough to start out very simply here, but having a Facebook page is pretty much a must. In addition, it’s a good platform for promoting your website content, which helps you get more traffic and links to your site. Consider Twitter and LinkedIn, too, depending on your business.

4. Use other ways to promote your content:

• Bookmarking websites
• Local press releases
• Build your email marketing list (very important – this is a big asset you will be building)
• Videos on YouTube (interviews, how-to’s, brief intro to your company, and so on)

All of this requires a lot of legwork, and starting with high-quality content is the most important factor. This is where a high-quality copywriter (like me) can be most valuable to a small business. Ask me what I’d recommend for your small business

Copywriter rates and fees vary as much as the copywriters behind them. Some bill by the hour, others will quote a project fee each time. Still other copywriters ask for a monthly retainer in order to set aside time to work with you.

If you’re looking to work with a copywriter, you need to be comfortable with the way your copywriter will be billing you. You can certainly find copywriters for rates as low as $20/hour and as high as $120/hour and up. Perhaps the lower priced copywriters bill more hours, perhaps not. But really that’s not the issue here. If you’ve got a budget, you’ll do well to get a general feel for whether your copywriter can work within it, regardless of how they break it down.  (Here are my general website copywriting rates.)

Most importantly, if  it’s your first time working with a copywriter, you need to know there are many other elements to consider, too. Otherwise, you may find yourself stuck midway through a project, even though the copywriter appeared to fit your budget at the start.

I’ve been a copywriter for 12 years now, and I’ve guided many clients who haven’t worked with one before. But those who appreciate me most are the clients who come to me after their previous copywriter disappeared or just couldn’t get the job done right.

If only they could have read  this before hiring their copywriter–or other freelancer for that matter. (You can read the original on Site-Reference.com or see the main points  below.)

Here are the main things you need to look for when hiring a copywriter (or other freelancer), even more important than rates and fees:

1. Dependability

Dependability is my number one criteria. Why? Because all the talent and experience in the world won’t do you any good if the copywriter, designer, or SEO company can’t be counted on to follow through as promised.

What to look for: Prompt responses to your communications, involvement in other ongoing projects that might require a high level of reliability. (If they are contributing to a blog, do they write regularly or sporadically? Are they involved in activities like writing or producing a monthly newsletter—and how long have they been doing it consistently?)

2. Engagement

Does the vendor or freelancer really care about their work for you? Or are they just going through the motions looking for the paycheck? Enthusiasm for your project will pay off in additional effort that can show up in the form of innovative ideas and higher quality work. A willingness to go above and beyond can trump experience at times.

What to look for: Do they take the time to offer suggestions and explain why they approach things in a certain way? Or do you get lazy one-line responses to your emails? The vendor or freelancer should do a bit of research before they talk to you so they can ask meaningful questions.

3. Flexibility

Do you prefer phone contact? What if your designer or copywriter is more an email person? You may find this causes snags in the process and can lead to unnecessary delays. Make sure your freelancer or the account executive you’ll be working with at a vendor company is flexible enough to match your communication style.

Also consider time zones. If you prefer to do calls in the morning but you’re on the east coast and your copywriter is in California and prefers afternoon chats, you’ll have a tough time scheduling calls.

Flexibility is also important when it comes to deadlines. Even though you want to give long lead times, there will be situations where you need things done fast. You’ll want to make sure your designer, copywriter or other vendor can step up at those critical times.

Ina addition, you’ll find some freelancers and providers can be stick in the muds when it comes to how they approach their work. If you have a style guide for your written communications that specifies how certain words and phrases should be used, make sure the writer is on board with that. You don’t want to have to edit their work for technicalities or debate things that have already been decided. You shouldn’t hear complaints from the designer when you ask them to make changes to their work (although their rationale and suggestions should be welcomed).

What to look for: Ease of scheduling times to talk, past projects completed on tight deadlines, experience with different styles and brands that would require a flexible approach to their work, confirm any fees for rush work.

4. Experience

Certain efficiencies arise from working with providers already experienced in your industry. There’s a smaller learning curve. They can offer wisdom and guidance. Talk at length with the potential vendor to get a true sense of their knowledge and experience.

What to look for: Samples of work for others in your industry, previous projects dealing with the same technologies you require, a grasp on the basic issues and language of your target audience, elements in their portfolio you can identify with your business.

5. Talent

Of course you want to hire a great copywriter, a talented designer, and an SEO company that really rocks Google. But just be aware that their talent must match your needs. You should ask some tough questions to make sure they can fit your style and vision.

What to look for: Check out their existing work and ask yourself if that’s how you want yours to look. Examine their most recent work to understand the direction the copywriter or designer may be moving in, even if it’s not directly in your industry.

What about you? What criteria beyond rates and fees do you use to hire good freelancers, especially copywriters?

Social media is all the rage. So how can a copywriter help companies looking to do better on social media platforms like Facebook, Twitter and LinkedIn?

I’m torn on this. I feel that social media marketing can be most effective when the communications come directly from the company’s employees themselves. Especially if you have internal brand ambassadors, your status updates, tweets, Q&As, etc., are going to reflect the passion and extensive knowledge only they can bring.

That said, maintaining a steady flow of information to stimulate conversations can be tough for companies. Often those internal brand ambassadors are swamped with work already, and jumping into the social media scene on behalf of their employers may not be formally included in their duties. Filling the gaps, generating new ideas, and even handling some of the legwork involved in updating profiles is where I think copywriters can help those brands already involved in social media marketing.

As a copywriter, though, I can tell you this won’t be cheap. While a Tweet may only be 140 characters, you want your copywriter to be well versed in your company’s social media personality, the types of content your users enjoy, who your followers are, and really all facets of your company–so they can tweet information that fits and enhances your brand. That means your copywriter will need to immerse him or herself in your social media, search marketing, blogging and any other online outlets you’re already active in before they even write one status update or tweet.

If your brand is not yet active in social media, a professional copywriter will be able to help you get started, define what needs to be done, and help write your profiles and communications.

Regardless, I think a company needs to own it’s social media presence itself. It’s got to be coordinated internally to be authentic and ultimately successful, I believe. As a consumer myself, I really don’t want to hear that my favorite brands’ pages are managed by agencies. That the helpful Boden rep who answered my question was really someone else posing as a member of the company. After all, social media is supposed to be the place online where transparent human communication is the norm.

What do you think? Do copywriters have a place in social media marketing? Where does this leave all the latest social media marketing companies?

I’m sitting at Starbucks working on copy for a client right now. Their About page is lacking, and I need a way to introduce some unique points about the company.

Ugh, I’m stuck. I don’t just want to rewrite the same thing every other website in this industry says.

Okay, time for a bathroom break. Less than 60 seconds later, I’ve got it! The perfect way to structure the points on the page so they speak the story of my client. If I had just pounded away at my keyboard, I would’ve wasted time and ended up with less powerful copy.

As a copywriter, it’s sometimes challenging to come up with a new thing to say about the same old thing everyone else is saying on their websites. But I can’t abide over-buzzworded sites. Unless a page speaks to me in a unique way, I feel it’s just lazily done. To the chagrin of my more practical husband, I will spend eons of time on a project until I feel I get it just right. (Which he wouldn’t normally mind, except that I don’t like to bill over a quote if it’s just because I’m stuck on how to create the “story” of the page. That’s my job, and that’s what I included in my estimate. Which means I sometimes put in more work than what’s compensated for.)

So, that’s today’s tip. Whether you’re a copywriter or a designer, if you’re stuck on something, take a break.