Business to business copy writing - resume for David Almquist Writing Samples
High Tech Health Care Financial by Media Type

Web Savvy Copy

As a web content writer since the mid-1990s, I've produced a high volume of business-to-business and direct-to-consumer web content, including both web pages and a variety of articles, white papers, reports, and user stories that are primarily accessed online.

My proposals include a 100% money-back guarantee, fixed fees, and no charge for revisions.

I'm usually able to offer two or three different approaches to writing and editing your copy. This allows me to work with a range of clients, from one-person start-ups to major players such as IBM, HP, EMC, Alcatel Lucent, McAfee, McGraw Hill Publishing, Microsoft, and Compaq.

Writing and editing effective web pages requires a unique discipline, which I describe in some detail in the section below the samples on this page.

When the company Status One (which offered hospitals a treatment program for high-risk patients) was running out of time and couldn't get the web copy it wanted after working with a writer for over two months, I was brought in and given just two days to study a thick set of background materials and come up with all the major heads and subheads for a new Web site.

The client was very happy with the results, some of which are captured in a brochure that I wrote for the company later (see sample here).

I also researched keywords and wrote copy for what I'm told became the most highly trafficked real estate marketing site on the web, Almost all of my original copy was still in use on this site five years later.

High TechBusiness ServicesConsumer Services
CompaqSupply Chain CoachHetherwood Home Page
IBMHetherwood About Us


ArticleWhite PaperUser Story
IBMSybaseCSC Index

Writing Web copy: a unique discipline
Even if you're not interested in using keywords to boost search engine traffic, web page copy requires a unique approach.

To give one example: web page headlines do not need to compete for attention the way headlines for a direct mail piece or magazine ad do. The reason is that readers have already arrived at your site. You have, for a brief moment at least, their undivided attention. So your headline copy doesn't need to jump up and down and say, "Hey, over here!"

But the attention visitors bring to your site can be extremely short-lived. They are like fickle lovers, constantly wondering if they shouldn't be on another page on your site or on some other site entirely.

Because they have to make a decision to completely leave one web page to look at another, there's a heightened anxiety and restlessness. "Am I wasting my time here? Should I read any more of this page or click on the Product Overview?"

So most of your visitors are anxious to find out, quickly, just what you've got to offer, why it's good, and how it's different from your competitors.

They want the meat, not the sizzle. If they are frustrated in this search, either by long unbroken copy, hype, key points that are buried or missing or unclear, or uncertainty about where to go next for the information they seek, they're gone in a click.

To do's for strong web pages
To keep your visitors engaged (particularly with B2B web content):

  • Avoid hype
  • Get to the point quickly
  • Explain right off how you're different
  • Make it easy to find key points or information on the page

And use navigation menu titles that make it as clear as possible what visitors can expect to find on each page. Embed links in your text to other pages where appropriate, even though the same pages may also be accessed through the menu.

Make scanning easy and profitable for your visitors. Use headlines and subheads that contain full selling points or complete information. (For example, don't use a headline that just says: "Our history". Instead say: "Serving the Bay Area for 25 years.") This way the reader gets your main point without having to read the paragraph. Most visitors, including — if you can believe it — some of your hottest and most engaged prospects, will read very little besides headlines and subheads.

Vary your format. Use Subheads. Bullets. Call outs. Boxes. Run-on heads (as used in this paragraph). And keep your paragraphs short. Your sentences too. This draws readers in by offering them bite-size chunks of copy.

Use a conversational style. Address the reader as "you" and keep your language as simple as possible. The style on this page is an example. Note that we're talking about web pages here, not other web content such as white papers and articles. But even for very technical white papers and articles, which you might at first think should be more formal, a conversational style usually works better.

If you'd like a custom quote on web page copy or other web content, call or email me. For samples by media type or by industry, see the links at the top and the side of this page.