Editorial strategy

Despite all the wonderful things that the internet can do, the web is essentially a publishing medium—and for the most part, what you’re publishing is writing. Writing is notorious for being the last thing considered in most web projects—it’s treated as an afterthought, when it’s the one thing your audience actually wants from your site.

There’s an art to writing for the web. For example, clear headlines are essential, because most people scan web copy, instead of reading it, most of the time.

Content strategy

To keep people coming back to your website, you need to come up with a content strategy. What will you publish, how often, and who’s going to write it?

Copywriter or editor?

When most people want professional help with writing, they’ll go to a copywriter—someone who can write great copy. We love copywriters, and they’re important to have on a team, especially when you come up with the core language of the website—the “strapline”, or the copy for the home page. But have you considered that an editor might be more suitable?

As we argue in our take on web design, you’re the one who writes the content. An editor can create a style guide, commission writing for your site, and massage your content to make it more consistent and professional.