Customer: Write me a text in the "About us" section.
Copywriter: Good. Can you provide information about your company (year of foundation, achievements, how many people are on the staff, what is the mission and the brand values)? It can be in the form of a TOR .
Customer: If I have to tell you everything, I will write it myself.And again the pain. This lyrical digression clearly shows why, instead of a high-quality description of the company, which confirms its high status and professionalism, customers receive a cheap rewrite from the competitors' website. What is there to do? No information is given, but the order must be submitted on time.
About “I'll write it myself”. As practice shows, there are two main options for the development of events:
1. You find a contractor who does not require any real information from you about the company. They will also rewrite a more or less thematic description or invents information out of their head. Below is an example of what can come of it.
Expectation: “XXX company has been operating in the market since 2005. The main specialization is the design and construction of prefabricated buildings and residential buildings. During our existence, we have implemented more than 300 projects, and the total volume of work performed has already exceeded 11,000 m2 of cozy comfortable housing and premises for various purposes. "
Reality: “Our company has been building houses using pre-fabricated technology for several years. We have a lot of positive feedback and completed projects. We are real professionals in our field who are ready to provide you with a full range of services. "
Do you see the difference?
2. You are trying to write the text yourself, but SEO experts say that you need to insert some keywords into it. You get nervous, don't understand anything, and in the end you just copy-paste someone else's "About Us" section, changing the name of the company to your own. What can this lead to? For example, you can catch Panda for repeatedly stealing content. Yes, Google's Panda filter, which leads to a drop in site rankings, natural traffic and slow indexing of new pages.
Let's be honest: no copywriter is an expert in all areas at the same time. To write useful and reliable material, you need to connect an expert opinion. Typically, this is the business owner or other responsible person. If the person makes contact, then the material is written quickly and without problems. If you constantly do not have time, then the work on the project is significantly delayed and deadlines are missed, or you again will get low-quality content.