Web Copy Workshop Day 4 With Heather Lloyd-Martin
By Laurie Cauthen

Dear AWAIer,

It’s the final day of the “Web Copywriting Intensive,” and boy have things been smokin’ around here.

In fact, this morning alone, AWAI awarded over $5,000 in projects right on the spot! And that doesn’t even scratch the surface of all the spec assignments available … or all the other potential clients who are also in desperate need of good online copywriters.

In all, the tips, insights, and strategies shared by these masters over the last few days are immensely valuable, and those in attendance now have the skills to go to any potential web client and land one paying assignment after another.

For example, things kicked off with Nick Usborne sharing secrets like the “golden triangle” and the biggest mistake every website should avoid.

Then, Matt Furey captivated the room and shared his “pre-writing” breathing techniques, along with his personal 11-point checklist to writing engaging emails your prospect can’t stop reading.

Afterwards, Andrew Palmer did the “relevance dance” – crucial to understanding the true purpose of pay-per-click (PPC) advertising and how to make sure every campaign is profitable.

And today, online marketing pioneer Heather Lloyd-Martin shared the strategies she’s developed for SEO copywriting. Strategies any copywriter can use to get paid up to $1,500 for a single page – just to tweak and re-write copy that’s already been written for you!

If you’re interested in offering SEO copywriting to your clients, here are three secrets I was able to “sneak in” today’s roving report (but “shhh,” don’t tell Heather!):

1. The three main elements of search positioning are site architecture, links and content. As a copywriter, you have control over the content and incoming links. So when you go to a potential client whose website is ranking poorly, look at their content first and see where it can be improved. Other sites will start linking to your client’s site as a result of the improved content.
2. When optimizing a web page, make sure to pick good keyphrases. The way to do this is through keyphrase research. Think about what your prospect would type into a search box to find products or services your company offers. Also, use the free keyword suggestion tools that WordTracker and Google offer.
3. Go long. When creating or re-writing content, longer text is better. This is because longer text makes it easier to maintain a good balance of keyphrases and informative, well-written content. Plus, it gives more content for the search engines to find and rank favorably.
4. Finally, never be tempted to use “black hat” techniques to trick the search engines into ranking a website in a top position. Eventually, the search engines will catch on and ban your site, causing you and your client a heap of trouble.

I gotta go now, because Heather is about to reveal where to find clients who are happy to pay up to $1,500 per page for SEO’d copy, and I need to pay close attention.

But before I go – yesterday I promised I’d tell you the BIG news I heard. AWAI’s first-ever “Web Copywriting Intensive” was such a huge success, AWAI Conference Director Denise Ford and the rest of the AWAI marketing team have decided to hold another one! It’ll be held February 15-18, 2009 in Austin, Texas. There’ll be a “Basic” track for those who missed this year’s Intensive and an “Advanced” track for existing web copy specialists.

But it’s certain to sell out the minute they officially announce it. So if you want to be there, I recommend you secure your spot now. (They’re even offering a $1,500 discount if you register by Sunday.)

I know I’ll be in Austin. Hope to see you there, too.

Gotta run …

Laurie Cauthen
Copywriter and AWAI Roving Reporter

P.S. Our friends at AWAI are also offering a deal on Heather’s SEO Success Program. Be sure and check it out!