Rep Content Essentials Guide

Content Essentials
Guide
By Rebecca Matter
for
Published by:
American Writers & Artists Inc.

245 NE 4th Avenue, Suite 102
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Phone: 561-278-5557
Fax: 561-278-5929
Website: www.awaionline.com
American Writers & Artists Inc., 2015. All rights reserved.

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copyright infringement are set forth at 18 U.S.C. 2319.
Table of Contents
Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Content Essentials Guide
Home Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
About Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Frequently Asked Questions Page . . . . . . . . . . . . . . . . . . . . 7
Testimonials Page . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Samples Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Contact Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Specialized Content
Copywriting . . . . . . . . . . . . . . . . . . . 19
Specialized Content
Web Writing . . . . . . . . . . . . . . . . . . . 22
Content Specialist . . . . . . . . . . . . . . . . . . . . . . . . . . 24
SEO (Search Engine Optimization) Specialist . . . . . . . . . . . . . . 26
Social Media Expert . . . . . . . . . . . . . . . . . . . . . . . . .
Specialized Content
28
Business-to-Business (B2B) . . . . . . . . . . . 30
E-newsletter Specialist . . . . . . . . . . . . . . . . . . . . . . . . 32
Lead-Gen Specialist . . . . . . . . . . . . . . . . . . . . . . . . . 34
List Building Specialist . . . . . . . . . . . . . . . . . . . . . . . . 36
Specialized Content
Cause Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
Christian Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Coaching . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
Copy Editing . . . . . . . . . . . . . . . . . . . . . . . . . . . .
44
Desktop Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . 46
Grant Writing . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
Graphic Design . . . . . . . . . . . . . . . . . . . . . . . . . . .
50
Internet Researcher . . . . . . . . . . . . . . . . . . . . . . . . . 52
Photography . . . . . . . . . . . . . . . . . . . . . . . . . . . .
54
Publicity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
56
Resume Writing . . . . . . . . . . . . . . . . . . . . . . . . . . . 58
Concluding Thoughts . . . . . . . . . . . . . . . . . . . . . . . . . . . 60
Article Appendix
How to Build a Web Copywriting Portfolio FAST by Sid Smith . . . . . . . . .61
Building Your Portfolio is Easier Than You Think by Lane Sennett . . . . . . .64
How to Create an Impressive Portfolio from Scratch
Even if Youve Got ZERO Professional Experience by Jason Gaspero . . . . . .65
Build a Website in Your New Niche in Only Four Days . . . . . . . . . . . . 68
Your 21st Century

Business Card
Dear Freelancer,
Five years ago, you may have been able to get by without one
But in todays world, if youre going to be successful in your freelance business,
you absolutely need your very own website.
One that promotes your freelance services in the most concise and professional
manner, and persuades potential clients to hire you.
In this special Content Essentials Guide, well cover the different kinds of content
that you should have on your website, and then dive in deeper to look at specific
content you also need depending on your freelance niche.
By following the suggestions in this handy guide, youll have all kinds of new and
exciting ideas for building up your websites content, whether you have years of
experience or are just starting out.
To your success,
Rebecca Matter
President, AWAI
www.rebeccamatter.com
www.awaionline.com/bio/rebecca-matter
Home Page
This is where it all begins
Youve attracted your potential clients attention. Its time to make your very first
impression and as you know, first impressions are everything. So, right up front
in the headline youll want to tell them
What kind of freelancer are you?
What can you do for them and why should they hire you?
Be specific, and make your copy benefit-oriented towards
the potential client. What will you do for them?
Its on this page that you need to grab potential clients, and convince them theyre
in the right place, and theyve found a freelancer who can do their project, and a
whole lot more.
Theyve either found your website through the search engines or social media, or
have been referred to your website by another client, or your own self-marketing
materials. So, your copy needs to be specific and benefit-oriented towards the
potential client. Remember, its all about what you can do for them
What can you do for them?
Can you write white papers, case studies, and lead-generation materials
for the B2B market?
So, you specialize in writing web copy that converts traffic into sales?
What about writing press releases that grab the medias attention?
How are you with writing autoresponders that drive email recipients to
a sales page?
Do you know how to run a PPC campaign from start to finish?
Can you help them build up their mailing list?

Are you able to dig up interesting nuggets for their copy by researching
the Internet?
Do you write social media posts that get shared?
Are you capable of creating copy for a cause marketing campaign?
Are you the person to call when they need their direct-mail campaign rewritten
so that its effective on the Web?
Theyve heard there are tricks that can get them to the top of Google? Is that
true and can you do that?
What if their webmaster is controlling their online sales messages. Can you
make them stronger and work well with the staff in place?
Can you redesign their website? What about their magalog?
If they just lost their job, will you be able to write them an executive resume
that gets them an interview?
Can you complete a marketing project from beginning to end, including the
copy, layout, and design?
Are you a video expert who can drive traffic with online video?
Do you perform complicated programming and database tasks that hardly
anyone else working freelance can do?
What can YOU do for THEM?
The key is to be specific. Its the only way youll stand out from every other
freelancer in your field. Let the potential client know exactly what you can do for
them, so they know theyve found someone who can do the work.
Remember, its not about how many skills you have. You dont have to know every
skill in your freelance niche. Its about standing out from the crowd, and letting
potential clients know you are the person to hire if theyre looking for someone
with the skills you possess.
So, now what?

Now they know what you can do
Lets show them why YOU are the right person for the job, and what they can
expect when they hire you. Lets move on to the About page
Pam Fosters Content
Clear home page is a
workhorse! It includes
a sales message, a
call-to-action contact
button, a sign-up area
for free tips for email
address collection, and
testimonials with a link
to more.
www.contentclear.com
Another option is to keep it simple

showcase your writing talent.
www.johnwoodcopywriting.com
Add a short video. (Be sure it doesnt

automatically start playing, though.)
www.exactlywritewebcontent.com
4
About Page
Your About page is different from your home page. While they both have the same
intention selling you your About page can go into more specifics about who
you are and what you do.
Think of the home page as a 30-thousand-feet view of who you are and what you
can do for them
And then your About page is a closer look perhaps the 10-thousand-feet view
of what they can expect from working with you.
If the potential client clicks to your About page from your home page, you know
you have someone who is interested and wants or needs to learn more. By going
here, your potential client is saying, Please, tell me more!
If youve been working for a while, heres your chance to brag about all the
success youve had, all the success your clients have had, and who some of your
big-name clients may be.
If youre just starting out, youll want to draw up relevant experience to your
current profession. For example, even if youre just starting out as a B2B
copywriter, you may want to talk about the 15 years you spent working for a major
technical outfit in Los Angeles.
Or, if youre targeting the alternative health market, you may talk about the
importance of alternative health in your own life, and demonstrate your passion
and understanding of the market.
You can also talk about any of the programs or training classes youve taken to
acquire your skills. For example, if youve taken AWAIs The Accelerated Program
for Six-Figure Copywriting, youll easily be able to help your potential client, and
also further enhance your own credibility by drawing on testimonials from some of
the best in the business like Bob Bly and Clayton Makepeace.
There are many avenues you can take when writing your About page. How do you
decide what to include?
Bottom line:
If it sells you, and encourages the potential client to hire you, include it.
Now your client knows more about what they can expect from you, and why they
should consider you for the project.
Lets push them even closer to hiring you, by answering any questions they may
have, and removing any roadblocks that might be in the way. Lets move on to the
FAQ page
Mandy and Cindy use the same tactic

on their About pages. They weave
details about how they can help
prospects with personal background
information and stories about unique
skills and interests.
www.mandymarksteiner.com/about
www.cincyrcopywriting.com/cindy
Frequently Asked Questions Page

The purpose of your FAQ page is often misunderstood. Sure, youll want to answer
some of the questions your potential client may have
But, the FAQ page is also a great opportunity to continue selling yourself and your
services, and push the potential client closer towards deciding to hire you.
Its also an opportunity to begin establishing your value in the clients mind.
Remember, you want clients who are willing to pay you a lot of money for the skills
you possess. Show potential clients just what you can do for them, so theyll be
prepared to pay you what youre worth.
Include questions that show your value
What can I expect from working with you?
What kinds of results can I expect?
What is your process?
Do you do the work yourself or outsource?
Can you do the design, too?
Do you charge more for rush jobs?
I have a tight deadline to meet. Can you start on my copywriting project
right away?
Answer questions that truly are frequently asked by potential clients
What are your rates?
What kind of turnaround time can I expect?
What if I want to make revisions?
Im in New York, and youre in Missouri. Can we still work together?
What do your fees include?

What is the best way to reach you?
How do I go about hiring you? Do I have to sign a contract? Do you ask
for money up front?
Will you coordinate with my other suppliers?
And, include questions that position you above competing freelancers

I work in a highly technical field or a field that is very involved. How are you
(or any freelance copywriter for that matter) going to understand enough about
my work to write about it?
What kind of search engine rankings have you been able to get for other
websites?
What programs do you use, and are you able to work with Mac and PC?
Do you have experience working with printers, list suppliers, or mail houses?
Can you show me any samples of your work?
Do you have a success rate with getting your resume clients interviews?
Do you have any specialties?
Do you have a reliable network of suppliers that you work with or will I need to
source them, too?
What sets you apart from everyone else?
Just like a well-crafted sales message, EVERY page and EVERY piece of your
freelance website should work towards a single action
And thats hiring you for the job!
Your FAQs are no different. Use them to get the potential client one step closer to
hiring you.
Now your clients questions have been answered, and youve removed any
roadblocks that were in the way.
The final thing we need to do is build up his confidence. We want him to feel
confident that his decision to hire you is a good one, so we want to give him some
proof. Lets move on to Testimonials page
What can I expect from working

with you? is one of the most
common questions prospects have.
Show professionalism and confidence
that you can meet their needs.
The FAQs page is an ideal spot to
outline your process for working
clients.
www.jamesdavidwright.com/faq
www.angelawstillwell.com/faqs
Testimonials Page
Youre in the home stretch! If a potential client is checking out your testimonials,
he is getting really close to contacting you about his project (if he hasnt already!).
So, youll want to be sure to include powerful testimonials that will push him over
the edge.
What makes a good testimonial
As with every other piece of copy on your website, each and every testimonial
should sell you and your services. They should also follow AWAIs four golden rules
of testimonials:
1. Be as specific as possible.
2. Stick with one benefit per testimonial.
3. Make sure theyre believable.
4. Keep the testimonial targeted to your potential client.
Obtaining testimonials
If youre a freelancer, obtaining testimonials should be a top priority for your
self-promotion strategy, whether youre experienced or just starting out.
If youre working with clients already, you should be asking every single one for
a testimonial after your project is complete.
When a client says something positive about your work, immediately ask
permission to use the quote in your marketing materials.
Let them know they are welcome to revise the quote, now that they know it will
be used to help you land additional clients. Often times youll find that theyll end
up sending you something even stronger than the original quote.
If soliciting a testimonial, go ahead and write up a sample or first draft of what
youre hoping to get. Usually your client will just make a few small changes, and
10
then approve its use. Not only will you get more testimonials quickly, but youll
also be sure to get ones that are unique and help to sell your services.
If youre just starting out and you dont have any clients yet
Dont worry! You should still be able to gather up enough testimonials to start.
Here are some ideas
Do work for free in return for a glowing testimonial.
Ask past employers for a testimonial on your professionalism, or any other
aspect of your former job that would be relevant to your current freelance niche.
Use comments from previous clients and/or customers from a different
career or job.
Get testimonials from people in your community or from social organizations
that demonstrate strengths like attention to detail, professionalism, and
creativity.
If you volunteer, get testimonials about your commitment, ability to get results,
and dependability.
Even if youre just starting out, theres no reason you cant come up with a half
a dozen or so benefit-oriented testimonials that further encourage the potential
client to hire you.
Now your client has heard from other people why youre right for the job. Hes
feeling confident in his decision to hire you, and at this point should contact you
to discuss the details of his project.
BUT, there will be some who want just a little more proof before finally making
the decision. So for those prospects, youll want to show them what you can do
for them.
Thats right youll show them samples of your work. So lets move on to
Samples page
(And, dont worry if youre just starting out you can still have a Samples
page, too!)
11
In your testimonials, list full names

and company names and titles
whenever you can.
www.frogcommunications.com/
success-stories
Use photos to add

personality (so long as
your clients approve)!
Position testimonials in a sidebar

and throughout the copy for extra
emphasis.
www.cincyrcopywriting.com
12
Samples Page
Time to close the deal! Because if a prospective client goes to your Samples page,
you can assume hes just looking for one more piece of reassurance that you can
do what you say you can do.
So, if youve been working for a while, heres where you get to show off your
best stuff. Youll want to provide a good mix of samples, but make sure that each
sample you include is your very best work.
And, if its an old sample that you feel could be made better using the recent skills
and experience youve acquired, by all means revise it! That way, you can ensure
your samples are demonstrating your current ability.
But, what if I dont have any samples?
Dont let no samples scare you or take away the chance to show potential clients
just how good you are at what you do.
According to legendary copywriter Bob Bly
You probably already have a few good samples to show clients. Think about
things youve written for your current or previous employers. Maybe youve
written sales letters, press releases, business letters, memos, or bulletins
that look good. Or maybe youve contributed to your department newsletter,
company magazine, town newspaper, or church bulletin.
Plus, you can get good samples fast by offering to do pro bono work for an
animal shelter or another local business. Tell them that if your letter works,
they have to let you use them as a reference.
And whatever you do, dont let not having experience stop you. Believe
it or not, having a portfolio is helpful, but not vital. Most clients are more
interested in talking with you about their projects than in looking through a
bunch of samples.
13
Even if youve never worked for a single client, you can still show your talents by
creating sample pieces of your work.
Many AWAI members have landed their first, second, and third clients with
sample samples. Here are some more ideas for you
Turn your practice exercises into samples.
Write a series of autoresponders.
Optimize a website and post before and after results.
Write a landing page for a product or service you use.
Re-write a website for a local business in exchange for the sample.
Redesign something you receive in the mail or find online.
No matter where you are in your freelancer career, you should be able to show
your potential client what you can do for him. (In case youd like more help
creating a sample portfolio, Ive included a few bonus articles in the Appendix to
help you.)
So, at this point he knows what you can do for him, knows what to expect from
working with you, and is confident in his decision to hire you.
All you have to do is let him know how to contact you!
14
To best showcase your Samples, add

details about the project, such as
challenges and outcomes.
www.diannahuff.com/portfoliocategory/manufacturing
Post a list of company names

and projects, and let visitors
click-through for more details.
www.petcopywriter.com/clients
15
Contact Page
Your Contact information is a critical element of your website and should be visible
throughout your site.
You should also have a dedicated Contact (Contact Us) page. It could list your
email information, mailing address, phone numbers (office or cell), Skype user
name, and even office hours or none of those details if youd rather they were
not in the public domain. For privacy reasons, many freelance copywriters instead
choose to use a fill-in form on their Contact page. Prospects complete their details
and submit the form, enabling the copywriter to respond to legitimate requests.
Use your Contact page to reiterate your interest in helping prospects. Friendly
headlines like How can we help you? or Thanks for stopping by! or How to
contact me encourage further communication.
Plus, its now more important than ever to encourage prospects to connect with
you on social media. Your Contact page should include social media icons and links
to your profiles.
Your Contact page is another place to let your prospects know you want to hear
from them and youre ready to learn more about their project needs and goals.
Get the ball rolling with a strong, clear call-to-action.
16
Note the TAKE THE NEXT STEP

button. It appears on every page of
the website. Excellent call-to-action!
www.zbcontent.com/contact
Encouraging prospects to connect on

social media is a great way to build
relationships. Prospects buy from
people they know, like, and trust.
www.jamesdavidwright.com/contact
17
Now that you know how to write the content for your freelance website, were
going to dive a little deeper into some specifics that apply to your niche, as well as
take a look at some good sample websites you can learn from.
Note: Be sure to read the Specialized Content: Copywriting pages before
you focus on your specialty, because the strategies on those pages should be the
foundation of any freelance website.
The next section of this report will cover writing content for specific freelance
specialties. For example:
Copywriting
Christian Copywriting
Web Writing
Grant Writing
Content Marketing
Internet Research
SEO Specialist
Photography
Social Media
Copy Editing
Business-to-Business (B2B)
Desktop Marketing
Lead-Gen Specialist
Graphic Design
List Building Specialist
Publicity
Cause Marketing
Resume Writing
And, new freelance specialties evolve all the time. The pages which follow should
help give you a clear idea of how to write the content needed for your own
freelance website.
Lets dive in
18
Specialized Content
Copywriting
The Copywriter website focuses on providing engagement, sales, and ROI to
clients primarily involved in B2C (Business-to-Consumer) transactions. It serves as
a promotional website for the freelancing professional that both showcases talent
and provides credibility.
Just like good copywriting, the content of your website is an essential part of the
persuasion process. The content must appeal to both the emotional and rational
mind of any prospective client.
This website style is appropriate to various types of freelance copywriting businesses.
Be sure to include (this is actually relevant for all freelancer websites,

so we wont repeat this again and again):
Home Page: Think of your home page as a dedicated hire me page. Your
prospective client needs to know what you offer and how you deliver within the
first few seconds of reading. Be clear about your specialty, particularly if youre
a niche expert. Show off only the skill youre selling and tell stories/provide
examples your prospect can relate to despite not having any expertise in your
field. Close the page with a clear call-to-action.
About Me Page: Contrary to how it sounds, this page should not be all about
you. Instead, talk about what you can do for your client. Explain what you
provide, how you deliver, why youre worth it, etc. After that, feel free to
provide a few humanizing things about yourself: Where youre from, what
hobbies you like, etc.
Samples/Portfolio Page: This page should offer examples of your work and
the details of your experience as a copywriting professional.
Contact Page: Provide a clear means of contact where a prospect can easily
submit a question or ask for a quote. Its wise to state your reply-timeframe
on your Contact page i.e., do you follow-up within 24 hours? Three business
days? Be specific, and then commit to that guideline. NOTE: Dont list your email
address on your website, otherwise spambots will find it. Instead, either embed
it as a hyperlink: Contact Me OR provide form fields with a Send button.
19
FAQs: Though it can go by several other names, a Frequently Asked Questions

page is good to have to 1) explain your process (i.e., timeline, payment terms,
revisions, etc.), 2) answer any questions your prospect has about what a
copywriter does, and 3) calm fears and doubts by talking about your guarantee
and what you do to make sure your client is happy every time.
Testimonials: This page should provide credibility and proof that you deliver.
Present your testimonials with the name, position, and picture (when possible)
of the person praising you. Dont be tempted to edit the testimonials, except for
relevance. The more personable and unique each one is, the better.
Blog/e-letter: This page will have constantly updated content that keeps your
website fresh and provides a constant stream of SEO entries. This is where you
can explain things of value to your client, like the features and benefits of good
copywriting, and what to look for in a freelancing professional. Its also where
you showcase the depth of your knowledge in the field.
Ideas for content:
Guarantee: Provide some form of reassurance to prospective clients that you
go the extra mile to deliver satisfaction. Many copywriters offer a set number of
free revisions or similar promises.
Free report: A free, downloadable report is an opportunity for you to further
sell your services while providing something of value to potential clients.
Articles/Credibility boosters: By writing and listing different articles on your
website, you can easily showcase your expertise in your field. This is also a
good way to provide credibility if youre short on samples. In addition, consider
linking to authoritative websites that back up your claims.
Specs: These are mock samples you can create to show what your work
looks like. Just be sure to clearly state that the sample was done as spec work
(you dont want to inadvertently post as if it were a live sample).
One last tip: Present your information in more than one way. People have
different preferences and learn differently. You can present the same information
multiple times in different ways. For example, through video messages, PDFs, etc.
Also, keep your pages short and concise. Speak in a clear, consistent voice written
no higher than an 8th grade reading level. Choose one tense and stick with it (I
vs. me) and constantly answer the Whats in it for me? question that will be on
your prospects mind.
20
Offer reassurance that the services you provide are necessary, satisfying, helpful,
and important. Also, ask for feedback and use it to improve your site.
Good examples to follow:
Pam Magnuson Copywriting www.pammagnusoncopywriting.com
Mandy Marksteiner mandymarksteiner.com
Heather Sloan Copywriting www.insurancecopywriting.com
Jerry Bures www.ascendmarketingsolutions.com
Sean McCool www.seanmccool.com
Carline Anglade-Cole www.carlinecole.com
Example
Example
21
Specialized Content
Web Writing
The Web Writers website must not only make it clear that professional copy is
an asset to any business, but that copy written for the Web is very different from
print copy.
Web writers have the unique position of being in high demand with clients who
know they need web materials but dont necessarily know what those materials are
called, how to get them, or how they can benefit a business. This means any good
web writers website must answer all these questions clearly and persuasively.
Be sure to include:
An explanation about why writing for the Web is different from writing print copy.
Clarification on why websites must be visitor-centric.
Definitions for web terms like conversion rates, optimization, autoresponders,
analytics, and the purposes they all serve.
Examples that explain the difference between types of web copy, such as a
home page and a landing page.
Direction on how to find, engage, and connect with prospective website visitors.
Ideas for content:
Examples, such as a PPC campaign or series of 5-7 email autoresponders.
Explanation of the advantages of blogs, e-letters, articles, and email.
A case study on how SEO can improve search-engine rankings.
Some discussion on the essential pages every website must have.
An overview of bonus pages business websites may want and how they can
benefit from those pages.
How web design can help showcase your message and engage your audience.
The value of a social media presence.
22

ContentClear Copywriting www.contentclear.com
John Wood www.johnwoodcopywriting.com
Fresh Look, Inc. www.freshlookinc.com
Example
Example
Example
23
Specialized Content
Content Specialist
The Content Specialists website should focus on explaining how your professional
services will help your client increase engagement with their target audience,
encourage more shares, generate more traffic, increase market share, improve
client retention, and close more sales. Effective content marketing has to be
emotionally-appealing and customer-driven (what does the end-user need?), and
your website copy needs to be the same.
Be sure to include:
Content of your own! Your website must include blog posts, special reports, and
articles to show both the quality of your work and your understanding of the
value of good content.
A list and description of the different specific services you offer, such as white
papers, case studies, or blog posts. Be sure to indicate if you specialize in a
particular field (IT, pets, green building) or a specific format (white papers,
social media posts, e-newsletters).
An outline of your level of involvement in the process do you plan content or
just write assigned topics? Generate ideas? Help build an Editorial Calendar?
Write or ghostwrite a blog or e-newsletter? Train in-house copywriters on
content writing?
Proof of credibility: Testimonials from satisfied customers (sprinkle throughout
your site), and memberships in key organizations (such as The Professional
Writers Alliance or Circle of Success seals).
Ideas for content:
A case study of how your content made an impact for a client.
Explain the important and valuable role you play in building long-term
relationships that turn prospects into customers.
Provide several samples of your work; write on spec for local businesses or
nonprofits to start building your portfolio. (You can link to websites where your
content is being used to attract customers and convert traffic into sales but
check the links frequently to make sure they remain active.)
24
Write info articles and guest blogs that prove your expertise in the field where
you specialize.
Good examples to follow Check these out for inspiration:
Deb Monfette www.contenttriggers.com
Angela Stillwell www.angelawstillwell.com
Michele Peterson www.exactlywritewebcontent.com
John Rugh www.johnrughcopywriting.com
Charlotte Hicks Crockett www.greenflashmarketing.com
Jim Wright www.jamesdavidwright.com
Example
Example
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Specialized Content
Search Engine Optimization

(SEO) Copywriter
For a website to be truly effective, it must first be found! The SEO Copywriter
needs a website that clearly communicates to clients the benefits of achieving high
search engine rankings. For online businesses, the difference between page 1 and
page 5 of search results can mean the difference between success and failure.
Web pages properly optimized for search engines rank higher, get more traffic, and
make more money.
Much like youd expect a copyediting website to be error-free, the SEO
Copywriters website must be properly optimized for search engines. Your website
is much more than just your website; its a prime sample of your work, and a
showcase for your expertise.
Be sure to include:
A website that is fully and properly optimized for search engines.
A clear description of the specific services you offer. SEO may be a technical
field, but your description of the benefits you can offer your clients neednt be.
Clear contact information: be easy to find, and easy to contact.
An explanation of the benefits of organic traffic that come from high search
engine rankings.
A confirmation that you engage only in ethical or White Hat SEO techniques.
Any relevant training and/or certifications.
Ideas for content:
A consistently-updated blog. SEO is a dynamic field, and your website should
reflect that. An active blog shows that youre keeping up with the trends.
A case study demonstrating how much more effective (and profitable) a
properly optimized site can be.
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An example of an SEO Site Audit.

SEO checklists and cheat sheets (great bait pieces for your email list).
How-to articles, education, and training.
Testimonials and success stories.
Glossary of SEO terms.
Jen Phillips April www.jenphillipsapril.com
Cyndee Davis www.ocavancopy.com
Heather Lloyd-Martin www.seocopywriting.com
James David Wright www.jamesdavidwright.com/seo-copywriting
Example
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Specialized Content
Social Media Expert

The Social Media Expert needs a website that clearly explains why and how social
media is a powerful, money-generating marketing tool. Social media copywriters
must convince clients this specialty is most profitable when handled by an expert.
They need to explain or demonstrate how social media can be the source of
multiple income streams for a client.
Social media is a very dynamic field, so copywriters in this specialty must also
emphasize how important it is to stay on top of trends. They need to highlight
the full potential of social media sites in terms of marketing, branding, winning
customers, and increasing sales.
Be sure to include:
An explanation that demonstrates how social media is transforming Internet
marketing.
Clarification regarding the different social media platforms and which tool is
most useful for communicating different messages.
Examples that highlight the differences between conversational and engaging
posts versus ineffective social marketing strategy.
Clear proof of how social media platforms can complement each other. In other
words, build the case that its important to have the same person manage
multiple platforms and accounts for a streamlined approach.
Ideas for content:
An overview of how a well-planned social media strategy directly engages
prospects.
Examples of which social media platforms are most effective for which types of
businesses.
A case study on how a good social media strategy can organically boost search
engine results.
Explanation of the difference between social media copywriting and SEO
copywriting.
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How social media adds value by driving traffic to specific websites.

Links to your own social media network that prove you understand your craft.
An active blog with regular, updated content about trends in social media.

Gloria Rand www.gloriarand.com
Jen Phillips April www.jenphillipsapril.com/social-media
Janice Sakata-Schultze www.schultzecopywriting.com/services
Michele Peterson www.winecopywriter.com/services
Example
Example
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Specialized Content
Business-to-Business (B2B)
The Business-to-Business Writers website calls for quality copywriting, just like
any specialty, but also has a few elements that make it stand on its own. These
are things that must come across clearly in your website.
Approximately two-thirds of B2B clients will look at your website before contacting
you, so your website must convert initial interest into action. Focus on explaining
how your professional services will help your client solve his or her problems and
do not get caught up in talking about yourself.
Be sure to include:
Detailed, obvious copy that shows you write for the B2B market. B2B copy
often calls for a very different approach than B2C companies know this and
want to be sure youre familiar with the field.
A list and description of the different B2B-specific services you offer, such as
white papers, case studies, corporate brochures, press releases, and specific
lead generation approaches.
An invitation to your target market. Many B2B sub-niches call for specialized
information, and if you can claim a commitment to a specific field (software, for
instance) or specialty (such as case studies), youll be much more successful,
much more quickly.
List tangible benefits a B2B client will get from your services, such as higher
email open rates or more qualified leads. Remember, in B2B, the decision to
hire you must match both the personal needs of the client and the bottom line
of the company.
Ideas for content:
Explain the important role you play as a B2B copywriter when it comes to
forming relationships (not just business deals) between companies.
Provide several samples of your work, even if you do it on spec.
Write info articles that prove your expertise in the field where you claim
to specialize.
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Steve Slaunwhite www.steveslaunwhite.com
Pete Savage www.petesavage.com
Dianna Huff www.diannahuff.com
Example
Example
Example
31
Specialized Content
E-newsletter Specialist
Your E-newsletter Specialists website needs to position you as an expert in helping
your clients effectively market themselves on a consistent basis and grow their list
of prospects.
While all businesses in countless industries could use e-newsletters, there is
a sweet spot of clients who will benefit the most: professional service providers.
What is a professional service provider? Basically anyone who provides a service
or their expertise like accountants, lawyers, real estate brokers, architects,
chiropractors, and coaches. So, the E-newsletter Specialists website needs to
speak to this audience
Be sure to include:
A clear listing of the services you provide: Do you brainstorm ideas for content?
Do you conduct interviews? Do you build the Editorial Calendar? Do you write
the content? Will you handle the production of the newsletter? Will you handle
list maintenance? Will you measure results?
Proof and validation via testimonials of the caliber of work you do and the
results youve achieved for clients.
Information about how you can capture your clients voice and connect with
target audiences.
Information about your familiarity with Constant Contact, AWeber, MailChimp,
or other e-newsletter and email delivery services.
List tangible benefits a client will get from your services, such as improved
engagement from their prospects, increased perception of expert status,
discounts for long-term contracts, turnkey service every month, and so on.
Ideas for content:
Write your own e-newsletter. It will not only serve as a sample, it will provide
firsthand experience with the entire process.
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Samples. (Before and after samples, if youve taken over from someone else.)
If necessary, write a few issues on spec in exchange for samples and references.
Results of e-newsletter campaigns.
Michael Katz www.bluepenguindevelopment.com
Cindy Cyr www.cincyrcopywriting.com/copywriting
Mary Rose Maguire www.maryrosemaguire.com/2014/01/10/how-to-create-ane-newsletter-your-subscribers-will-love/
Example
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Specialized Content
Lead-Gen Specialist
Lead generation is the #1 task for marketing managers at businesses of any size.
Leads become prospects, prospects become sales. Its a numbers game and
it all hinges on effective lead generation. And thats why a Lead-Gen Specialist is
such an asset.
With so much at stake, marketing managers want to find a productive Lead-Gen
Specialist. Your website needs to show them you are the best choice by explaining
how you can help drive prospects to the company and help the marketing manager
reach their goals.
The most important factor in your Lead-Gen Specialist website is to walk
the walk show that your business follows lead-generation best practices.
Demonstrate firsthand knowledge of how to attract, cultivate, and nurture leads.
Focus on explaining how your professional services can do the same positive
things for your clients businesses.
Be sure to include:
Detailed, focused copy that shows you understand the marketing managers
#1 concern: generating more leads. Use action-oriented, powerful words.
A blog to create awareness, attract visitors, and generate buzz on social media
and search engines.
A list and description of the different specific services you offer, and what you
can do for clients. If you specialize in specific industries, make that clear.
A sign-up box to capture email addresses and contact information. Remember,
the less you ask, the higher your response. Keep this area as free from
distraction as possible. Busyness is an obstacle to sign-ups.
A Thank You page (use every opportunity to move the relationship forward).
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Ideas for content:

A lead-generation website is structured with specific pages, each focused on
creating specific responses. Your website should reflect the same flow. Every
web page should have a clear indicator of what the visitor should do next the
site should clearly lead the prospect from one step to the next. And, each page
must have a call-to-action.
Proof elements like testimonials and statistics will validate your capabilities,
so add them as you build up your reputation. Whenever you can, use photos,
names and/or job titles, and quotes in your testimonials. Display them
throughout your site.
Good resources to learn more and examples to follow:
www.orbitmedia.com/blog/lead-generation-website-practices
http://blog.kissmetrics.com/lead-generating-website
Steve Slaunwhite www.steveslaunwhite.com
Example
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Specialized Content
List Building Specialist

There isnt a business on earth that wouldnt benefit from more customers. And
the List Building Specialist can help deliver them. So, your List Building Specialists
website should make it clear that you can build the email lists your customers need.
Use the home page of your website to explain the value of building a list, and
painting a picture of the difference having fresh new leads can make to a business.
Focus on explaining how your professional services will help your client attract
more prospects, build better ongoing relationships, and generate more long-term
business.
Be sure to include:
Detailed, obvious copy that shows you understand that the money is in the
list and how your clients benefit from building lists of prospects and customers.
Information about list building vs. traditional advertising so your clients can
understand what youre providing.
An itemized list of what list building services you offer: custom free reports,
emails, autoresponder (drip) campaigns, web copy, landing page copy, etc.
A breakdown of any strategic, consulting, and campaign planning services
you offer.
An explanation of the difference between spamming customers and building
an email relationship with the names on your house list.
Ideas for content:
A special report or bait piece and a location on your website to capture leads.
You must walk the walk! (Youll be able to speak with customers about your
firsthand experiences.)
Explain the important role you play as a List Building Specialist when it comes
to forming relationships with prospects.
Provide information about how list building can benefit their business; use
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industry specifics about the positive results of list building. Add statistics and
case studies from your experiences as your business grows.
Write info articles or blog posts that prove your expertise in the field.
Good examples and resources to check out:
Brian T. Edmondson www.internetincomecoach.com
Ryan Deiss www.digitalmarketer.com
Expert Exposure www.expertexposure.com/list-building
Ben Settle www.bensettle.com
Bourn Creative www.bourncreative.com/category/email-marketing
Example
Example
37
Specialized Content
Cause Marketing
Todays consumers have a much higher consciousness they want to know they
are dealing with companies who care about the world. More frequently, companies
are joining forces with nonprofits to support a worthy cause, and cause marketers
are critical to getting their messages out.
Therefore, the Cause Marketers website has two potential target audiences:
nonprofits and for-profit businesses. Your website needs to focus on how your
professional services can help both of these parties. Your site copy must stress
that you can relay both the worthiness of the cause and the efforts of the business
to be more socially responsible.
Be sure to include:
Copy that communicates both your enthusiasm and commitment towards
guiding businesses and nonprofits into successful cause-based partnerships.
A demonstration of your ability to clearly articulate the message of the
company, the benefit to the nonprofit and the prospect, and the rules and
guidelines of how the cause campaign operates.
A listing of specific types of copy you can write for your cause partners: web
copy, emails, point-of-purchase materials, social media posts, and so on.
A list of tangible benefits the cause partners will get from your services, such
as higher participation rates, increased volunteerism, or success in reaching
campaign goals. Remember, in cause marketing, the decision to hire you must
match both the needs of the nonprofit and the for-profit business.
Convincing text that you can write high-impact, results-driven copy.
Ideas for content:
Explain the important role you play as a coordinator between the nonprofit and
the for-profit business.
Until you build up a portfolio of samples, consider selecting a successful cause
campaign and writing a report that dissects why it was effective in the market.
You can show your expertise and understanding of the vital components in a
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cause campaign. Include statistics of how the cause efforts have paid off.
Provide several samples of your work, even if you do it on spec to get started.
Tell the story of why you are passionate about any specific cause or causes
Include any information about volunteer activities.
Mindy McHorse www.brightercausemarketing.com
Megan Tyson www.megantyson.com/services/cause-marketing
Dawn Baird www.copyexpertise.com
Gina Marie Long www.writerginamarielong.com/services/cause-marketing
Example
39
Specialized Content
Christian Marketing
The Christian Copywriters website must show an understanding of the sensitivity
of the target audience to proper language and a variety of worldviews.
Focus on explaining how your professional services will help your client solve his
or her problems in an upbeat and heartfelt manner. In Christian copywriting, your
sincerity is an asset, so be sure your copy lets it shine through.
Be sure to include:
Detailed copy that shows you understand the needs of the vast Christian
audience and the nuances that can exist between different denominations.
Text which highlights your authenticity, integrity, and passion for this market.
A list and description of the different specific services you offer, such as email
or website copy, Search Engine Optimization, social media updates, direct-mail
copy, press releases, and more. Be sure to explain any terms in a clear manner,
so even a less sophisticated audience can understand what you can do.
An explanation of how your faith can positively influence the messages you
write and better resonate with the target audience. A story of your call to serve
or the foundation of your faith is appropriate in this market.
List tangible benefits a client will get from your services, such as more
leads, more donors or members, conversion of more visitors to buyers.
Focus on results.
Keywords and phrases to propel your website up the search engine rankings;
include Christian Copywriter and Copywriter for the Christian market in
your content. This market is ripe for a well-optimized site.
Ideas for content:
Explain the important role you can play in providing persuasive copy and a
positive, fresh, up-to-date slant to their materials.
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Provide several samples of your work, even if you do it on spec. (Start by

looking for spec work with your own church or local Christian-based
charitable organizations.)
Outline any volunteer work youve done, especially as it relates to the Christian
market describe if youve been on a committee at church, taught Sunday
school, or participated in a mission. Write about how these activities have
touched you.
Consider showing a before-and-after example of a web page youve
rewritten (even if its just a sample). There are countless Christian websites
that need facelifts.
Marianne Foscarini www.christiancopywriter.com
Kathy Widenhouse www.kathywidenhouse.com
Eugene Szaj www.eugeneszaj.com
Kellie Craft www.frogcommunications.com
Example
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Specialized Content
Coaching
A Coaching website must highlight your proficiency in your area of expertise. At
the same time, you need to frame yourself as approachable and reliable. Coaching
can be an incredibly personal venture for a client, so above all, your website must
establish trust with prospective clients. Copywriters who serve as coaches should
also specify what type of coaching they offer, be it a mentorship, apprenticeship,
or traditional coaching agreement.
Be sure to include:
Proof that youre an authority who can be trusted to teach and guide.
A clear explanation of how you operate, i.e., length of coaching options,
methods of communication, payment schedule, etc.
What coaching with you will help a person gain. Focus on what your prospects
want more than what you can give.
A description of your ideal client so prospects know whether theyre an
ideal match.
Tips on how a prospect can find the right coach for him or her.
An easy way to sign up for your coaching services and make payments.
Ideas for content:
Case studies on the success of past coaching clients.
Testimonials that address multiple topics, from your level of responsiveness to
your approach to your specialized knowledge; include pictures, videos, or mp3
recordings when possible.
A sample of what your client can expect when he begins coaching with you.
This can be in the form of a schedule, timeline, list of goals, or whatever is
appropriate to your approach.
Different coaching options (variable prices for different packages/time lengths).
Bonus reports or extras that get your clients launched in the direction they
want.
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Joshua Boswell www.joshuaboswell.com/coaching/private-coaching-with- joshua
Chris Marlow: The Copywriters Coach www.thecopywriterscoach.com
Steve Slaunwhite www.steveslaunwhite.com/1-on-1-marketing-help
John Carlton www.carltoncoaching.com
Example
Example
43
Specialized Content
Copy Editing
Copy editors make copy stronger, clearer, and more readable. Copy editors do
more than check for spelling and grammar errors. Skilled copy editors check flow,
consistency, voice, sentence structure, and style, and make improvements in the
text without altering the main thrust of the content.
Theres an important requirement for the Copy Editors website More than any
other site, it must be error free! Make sure you have proofed it thoroughly so it is
an example of the quality you will bring to your clients projects. (This cannot be
stressed enough!)
Be sure to include:
Before and after examples of work you have edited. As you build your portfolio,
provide a variety of samples of different types of projects. Provide several
samples, from simple (yet critical) catches to complex editing that improved
material. (Be sure you have client permission to post each example.)
Proof and validation via testimonials of the caliber of work you do.
Any education or experience that helps you excel as a Copy Editor.
A list of the services you offer, and if you specialize in a specific niche (medical,
technical, education, business communications, resumes) and/or a format
(web copy, print materials, novels, self-published fiction or nonfiction). Be sure
to emphasize any unique qualifications you bring to that market (a technical
background, a journalism degree, years of volunteer work at school, and so on).
A list of which style guide(s) you have experience with (AP, Chicago).
Information about your familiarity with: Word (Track Changes), Google Docs,
hard copy with proofreaders marks, or Mac (InDesign), for example.
List tangible benefits a client will get from your services, such as quick
turnaround and discounted contract rates.
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Ideas for content:

With the increasing number of self-published authors, if you can help format
a novel or e-book for publication online, be sure to highlight that skill. The
demand in that market is only going to increase! Use book cover artwork to
grab attention.
Copies of any credits, acknowledgements, or thank yous you have received in
print should be featured on your site (and not just on a Testimonials page).
Note: If you are more comfortable rewriting (editing) vs. writing your own
website promotional copy, consider bartering with a copywriter to get content
for your site. They write a draft of your site, and you edit materials for them in
exchange.
Erin Wright www.erinwrightwriting.com
Jessica Augustsson www.jessedit.com
Christopher Merrill www.proofreader.cc
Example
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Specialized Content
Desktop Marketing
The Desktop Marketers website must show how youre able to wear all the hats
that fall under marketing and copywriting. Your site needs to clearly specify how it
is that you know so much about each step of crafting a promotion.
Its also wise to split your site into multiple sections or pages that clearly explain each
stage of the desktop marketing process: writing the copy, editing, putting together
the design and adding graphics, and launching the promotion into production.
Be sure to include:
A clear message that targets your ideal prospect (likely to be small businesses
if youre an AWAI-trained desktop marketer).
A portfolio with samples of projects.
Why youre better than an ad agency (discuss advantages you bring to the
table as a freelancer).
The benefits you offer by presenting copywriting, design, and printing services
all in one.
Testimonials that speak to each type of service you offer. In other words, get a
testimonial that compliments your copywriting expertise, one that applauds your
design abilities, one that is grateful for your production sense, and then be sure
to include a testimonial from a client who hired you to cover an entire package.
Ideas for content:
Explanation of how you can deliver real, measurable results as a desktop marketer.
Create a report that clearly shows the savings your clients enjoy by hiring
someone who handles 100% of their marketing needs.
Include several articles or blog entries that explain effective marketing. Prove
to your clients that you have a thorough understanding of each phase of the
marketing process.
If you dont yet have testimonials, put together mockups (specs) that showcase
your abilities.
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Good example to follow:

Copy by Doyle www.copybydoyle.com
Wordsmith Marketing www.wordsmith-marketing.com
Example
Example
47
Specialized Content
Grant Writing
The Grant Writers website must demonstrate a clear understanding of how the
proposal system works and whats involved. Its essential to show prospects
that you know what kind of legwork is required upfront, what type of writing is
involved, and how you coordinate professional, on-time delivery of proposals.
With over $500 billion available in grant money annually, organizations are
constantly on the lookout for good Grant Writers. But, good Grant Writers are
scarce, and good Grant Writers with credible websites are even rarer. This means
taking the time to craft a professional, trust-creating website will be more than
worth your while.
Be sure to include:
A list of the specific grant-writing services you offer.
Terms that demonstrates your familiarity with the grant- writing industry. Refer
to AWAIs Grant Writers Glossary of Terms for relevant words and phrases.
A timeline that gives likely prospects an idea of how long the process takes
from start to finish.
Testimonials that demonstrate your ability to follow detailed instructions and
see a project all the way through to its end.
A description of your specialty or primary audience/ideal candidate. Be specific
as to what type of grant writing you do educational? Health? Environmental?
Faith-based? Nonprofit?
Your payment terms and compensation structure, as well as whether youre
willing to work on retainer for an organization.
Ideas for content:
Discuss your process for working with organizations to determine their
problems and needs.
Educate your audience and show your expertise by explaining differences
between state, federal, and foundation grants.
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Share your thoughts on the importance of a well-managed project

(and add supporting claims about how you will do an excellent job managing
any project!).
Toni Rockis www.grantedwriters.com
Elischa Campbell Consulting Services www.elischacampbell.com
Steven Schafer www.grantwriterstevenschafer.com
Example
Example
Example
49
Specialized Content
Graphic Design
The Graphic Designers Website must provide a balance between persuasive copy
and eye-catching visuals. While its important to showcase the power of design
and what it can do for a promotion, its also essential that you use copy to explain
important elements about design and why a client needs a qualified graphic designer.
Graphic design conveys a message much more powerfully than just text, resulting
in more attention and better sales. Communicating this fact to your clients is the
key goal of a graphic design website.
Be sure to include:
An explanation as to how graphic design improves the readers experience (and
thus, the likelihood to buy).
Specifics about the type of design work you do: Websites? Direct mail layouts?
Logos? Avatars?
Details about the format and size of files you deliver.
Information about how design has more to do with just pictures and colors; you
want to make it clear that you also set appropriate font type, size, and layout.
Particulars about the type of design software you use.
A description of your work process and how you come up with concepts. Make
sure to specify the number of revisions included in your fee, particularly if you
provide logos or other picture graphics.
Portfolio samples are particularly important on a graphic design website
because they give prospects an idea of your style and approach.
Ideas for content:
Explain the importance of color and contrast and how using these elements
correctly can make a promotion rise above the rest.
Explain the concept of readability to your prospective client. Make it clear that
improved readability on websites and print pieces leads to improved sales.
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Blog entries that steadily educate clients on the power of design and boost
SEO rankings.
Definitions that explain design concepts like Johnson Box, bursts, pull quotes, etc.
Shadow Oak Studio www.shadowoakstudio.com
JH Graphic Design www.jhgraphicdesign.net
K Leigh Creative www.kleighcreative.com
Example
Example
51
Specialized Content
Internet Researcher
The Internet Researchers website must be simple, informative, and actionoriented. This is a unique service in that it is still relatively new, yet is already in
high demand. Because of that, its essential that you clearly articulate what you do
and how you do it while at the same time making it obvious how beneficial your
services are.
Be sure to include:
A detailed account of what you offer. Remember, the term Internet Research
Specialist is still relatively new to most prospective clients.
Your qualifications. Why should someone believe you can surf the Web better
than anybody else? (Obviously, you need to explain why and how you provide
so much more than that.)
How you can benefit your clients. Will you save them time? Money? Make their
projects more effective?
Extensive credibility boosters. Again, because this is a new field and there are
no set standards, its essential to convince your client you can be trusted. If
youre just starting out, get character testimonials from former coworkers and
bosses, friends, and even family members.
Your target client. You will be more effective and believable if you target a
specialty of research (i.e., publishing, B2B, or alternative health).
An action-provoking contact page. You must have a clear call-to-action to get
maybe-prospects to turn into clients. Consider inviting them to contact you for
a no-obligation, 30-minute consultation.
Ideas for content:
Paint a picture for your prospect of how much better life will be without
research weighing them down. Point out how much time, energy, and money
youll be able to save them by providing this service.
A Frequently Asked Questions page that answers the fears and doubts of your
prospective clients before they even contact you.
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Ferguson Research Group www.fergusonresearchgroup.com
Stephen Smith www.researcherforhire.com
CM Givens www.cmgivens.com/services.html
Example
Example
Example
53
Specialized Content
Photography
The Photographers website must be present a balance between informative copy
and illustrative images. Though its natural to want to share your best photos, it
should not be to the extent that your prospects have to work to find information
about you and your services (a common problem on photographer websites).
Above all, your website must be user-friendly. In other words, it must be quick to
load and easy to navigate. Too often, photographers get caught up in the artistic
display of their photos. While a prospect coming to your site will certainly want to
see some of your work, he is more interested in learning about you, your methods,
your specialty, how you work, and how you charge. Remember, copy is king.
Be sure to include:
Content about your specialty. In other words, is your focus on portraits, stock
images, travel photography, corporate branding, or something else? Be as
specific as you can, using detailed terms like biomedical photojournalism or
commercial location photography.
A portfolio with downsized images (preferably no larger than 800 pixels). If
your images or slideshows take too long to load or require an in progress bar,
you risk losing your prospect. The attention span of an Internet visitor is short.
You must accommodate that or you wont ever convert prospects to buyers.
Contact information. Believe it or not, many photography websites do not have
clear instructions for getting in touch with the photographer.
Where you work. Be specific as to whether you travel for projects or whether
youre based in one city or a specific region.
Delivery information. Address how you deliver finished photos.
Ideas for content:
All content should be presented with readability in mind. Resist the temptation
to be overly artsy and follow tried-and-true rules like black text on a lightcolored background with clearly-placed navigation buttons.
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Awards, honors, or mentions youve earned with your photography work.

Outline any special training or experience that sets you apart.
Lading Freelance Photography www.ladingfreelance.com
Jason Page www.jasondavidpage.com/photography
Nicky Jameson www.nickyjameson.com
Example
55
Specialized Content
Publicity
A website for a Public Relations specialist must come across as professional, clear,
and effective, particularly since clear publicity is the service you offer your clients.
Not only do you need to get your prospect excited about the potential you can
offer them, you need to do it in a credible way.
Because public relations is a growing field, you can put together a very effective
website even before you have samples and testimonials. Just be sure to stay
focused on the benefits you bring your clients, and make sure every page is neat,
polished, and complete with a targeted message that proves you know what youre
talking about.
Be sure to include:
An explanation of what you do as a public relations specialist. Many people
think they understand this field, yet most cant even describe the key role of a
PR official.
How youre able to provide your clients with more and better exposure than
their competition.
A description of your ideal client.
Details on how you charge for your services (even if you dont want to
post your fees on your site, its still wise to talk about how your fee scale is
structured).
A list of the different services you offer.
Specifics on how each one of the different services you offer will benefit your
client paint a picture to make those benefits very obvious.
Ideas for content:
Discuss the importance of a positive client image, particularly in the wake of so
many recent corporate scandals.
Why and how PR delivers a strong Return on Investment (and why its a
particularly good investment in a post-recession era).
How timing and placement mean everything when it comes to publicity.
56

Rembrandt Communications www.rembrandtwrites.com
PROLine Marketing and Media Relations www.prolinepr.com
BSG Public Relations www.bsgpr.com
Logos Communications www.logos-communications.com
Example
Example
57
Specialized Content
Resume Writing
The Resume Writers website must be immediately appealing to individuals looking
to advance in or begin a career. Because of the innate personal nature of this
work, a Resume Writers website must establish immediate trust, confidence,
and credibility.
The best way to approach this is through a combination of content that showcases
expertise, builds a trusting relationship, and allows a prospective client to visualize
the future of his or her dreams.
Be sure to include:
A description of your qualifications, including any certifications you hold (such
as being a Certified Professional Resume Writer).
Testimonials from satisfied customers who landed the jobs of their dreams.
Explanation of how and why you offer a distinct career advantage to anyone
looking to change careers or start a new career.
Details about your process, especially addressing the concept of how youre
able to become so intimately familiar with a persons background that you can
use it to land them a dream job.
A focused specialty for your services, such as IT Resumes, Technical
Resumes, or Health-Career Resumes. Youll get much more qualified
business that way.
Ideas for content:
Explain the ideal criteria for selecting a professional resume writer.
Provide samples of resumes youve crafted for past clients or on spec.
Talk about the mistakes most people make on their resumes.
Offer free resume evaluations as a way to show your prospect how much you
can do for her/him.
Information on how to choose the right career field (effectively leading
prospects to need and want a new resume).
58

Tim Windhof www.windhof-communications.com
Robin Schlinger www.robinresumes.com
Executive Resume Writer www.executiveresumewriter.com
Chesapeake Resume Writing Service www.chesres.com
Ann Baehr www.e-bestresumes.com
Example
Example
59
Concluding Thoughts
First impressions are everything, and you only have one chance to make a first
impression. Since your website will often be a potential clients first impression,
its critical that it represents you as a professional, and persuades someone to
hire you.
Remember to
Be specific. Tell the person visiting your website exactly what you can do for
them, and why they should hire you.
Remember who your prospect is. What does the potential client looking
at your website need to know about you in order to make his or her decision?
What are you able to offer them?
Keep it all about them. Your website will include a lot of content about you,
but every word should still be benefit-oriented towards the potential client.
Just like in good persuasive copy, its not about you. Its about me your
potential client.
Sell, sell, sell. EVERY page, regardless what information its providing, should
work to sell you and your services to potential clients.
Whether youre just starting out, or have years of experience under your belt,
your website is a key piece of your marketing machine. Give it the time and
attention it deserves, and it will work to attract and land you new clients for as
long as you need.
60
Article Appendix
How to Build a Web
Copywriting Portfolio FAST
By Sid Smith
Im not a very good liar by nature apparently my mother did something right.
So, when I decided to become a copywriter, I immediately called people I knew.
Being good friends, they referred me to business people they knew who needed
help with their copy.
I was beside myself with visions of a seven-figure income. Until, that is, I got the
question Can you send me some samples of your work?
OMG. I froze.
The first time I was asked that, I pretended to get really busy for a few days and
ignored the email not the best way to market yourself as a professional. I felt
like a total idiot.
Finally, I got up the nerve to say, Im new and I dont have any samples.
Either out of sheer desperation or terminal niceness, they hired me at a
substantial discount, of course. But, hey. It was work, and now Id have a sample.
Things worked that way for several months until I had an actual portfolio I could
send people.
The irony is that I hardly ever get asked for samples anymore, and I believe
theres a really good reason why.
The thing about having a portfolio is that its as much for YOU as it is for
prospective clients. The best clients dont ask for samples because they already
know about you and your work from other clients with whom youve worked.
61
Build a Portfolio, Become a Better Copywriter, and

Make More Money
Building a solid portfolio is as much about building your confidence as a copywriter
as it about having something to send a prospect when youre just starting out. The
challenge for everyone new to copywriting is how to build your portfolio as quickly
as possible.
Heres a simple 4-step formula I used when I wanted to do more internet
marketing consulting. This is an extremely fast way to build your portfolio as a
web copywriter and the best part is that its also a good way to land some new
clients! (Not to mention REALLY honing your skills fast)
1. Get a list of the fastest growing local businesses.

Invest a few bucks in the Business Journal Book of Lists (bizjournals.com/

BookofLists). Get the downloadable version its easier and cheaper.
This little gem will give you a number of lists you can use to find local
businesses. They list the fastest growing (my favorite), top 100, and will list
all the top businesses by industry. Theyll give you the web site URL, mailing
address, and even a contact person or two. Nice.
2. Pick a few businesses from industries in which you have some

expertise.

While this step isnt totally necessary, the fact that you have some expertise
in that industry will help. For example, I wouldnt select a business that sells
maternity clothes. While I could eventually write some darned good copy,
what Im looking for here is SPEED, coupled with effective writing.
3. Re-write their web copy and critique the entire site.

This is the critical step. What I like to do (because Im a techie at heart) is to

download the entire web page into a WYSIWYG (What You See Is What You
Get) software program called Coffee Cup HTML Editor.
Its a one-click process to download the ENTIRE code for the site, and I can
then edit the page in software that works just like MS Word (I dont have to
know HTML). Then, Ill show them their web page completely redone.
62
But dont worry you wont have to do any of that. Just copy and paste the
web copy into Word and edit from there.
Put together a Before and After page and add it to your portfolio as a
sample of your work.
Now, add to that page some specific suggestions on how this company can
improve their site. Focus on two aspects:
1. How can they improve lead generation (capturing visitors)? Most
companies dont do this at all.
2. How can they improve their conversion rates (converting visitors into
buyers)? And voila! Youve got a portfolio with samples of your work!
4. (Optional). Write a letter to the company.

This is where it gets a little scary. Write a letter to the company (preferably
the marketing person) and explain that as a web copywriter, you routinely
examine business web sites to hone your skills. In your examination of their
site, you noticed some things that could improve their sales.
Then, offer a couple of ideas, no strings attached. Youre not selling yet just
building a relationship.
Ive landed some nice clients with this technique. You run the risk of offending
the marketing person, but in my book its well worth that risk.
63
Building Your Portfolio is

Easier Than You Think
By Lane Sennett
Id like share how I built my portfolio, which is an integral part of getting hired.
How do you prove to yourself and your prospective B2B clients (or clients in any
other niche for that matter) that you can do the work? Start by creating samples
for other B2B businesses.
You could do work for a family friend or local company. Create a practice web page
as if you owned a business in your niche or other piece of copy for a company you
find online. And, of course, write the content pages of your own website.
I volunteered and helped some friends with their small business website pages,
wrote a case study, and a few blog posts. This gave me some experience dealing
with business marketing challenges even though these businesses were not in my
specific technology niche. I also found a few technology websites and rewrote their
landing pages and added headlines.
A critical point I wove throughout my own website content was how my experience
as an IT consultant working for both technology customers and vendors, gave me
a unique insiders perspective of their business and their customer needs.
Your niche research will reveal your own unique perspective which you can provide
your clients based on your background and experience. Knowing that business,
what are they missing? Develop this to create your Unique Sales Proposition (USP)
and describe it thoroughly in your website pages.
Like Rebecca says, You know way more than you think you do! based on your
history combined with the AWAI training, resources, and materials. You have a lot
to offer, even if youre a new copywriter.
These activities will help build your confidence in your own writing abilities and
talking to clients about their marketing challenges and goals. By starting out with
people you know, youll be confident as soon as a real client calls.
64
How to Create an Impressive

Portfolio From Scratch
Even If Youve Got ZERO
Professional Experience
By Jason Gaspero
If youre an aspiring creative professional and looking for work, but youve got
absolutely no experience, youve got nothing to worry about.
You actually dont need any professional experience at all.
No, I havent lost the plot. Im dead serious. You dont need a bit of on-the-job
experience to land well-paying projects with prestigious clients right from the
get-go.
None. Zero. Zilch. Nada.
It doesnt matter if youre an aspiring copywriter, graphic designer, web designer,
information publisher, photographer, travel writer, or whatever else you choose
to do.
All youve got to do is learn how to put together an impressive portfolio or
book as its known in the industry and learn effective ways to get it in front of
prospective clients and you can land jobs with todays largest, most prestigious
companies.
Yes it will take some work on your part to pull this off. Unfortunately, theres no
magic pill. But I promise you you can make it happen.
And heres the fun part: When it comes to putting together your portfolio, youre
limited only by your imagination. Whats more you can get started in the next
few minutes.
Heres how
65
Turn Your Personal Belongings Into Solid Portfolio Gold

First off, what can you include in your portfolio? JUST ABOUT ANYTHING!
Thats right. It can be the most seemingly random thing you can think of. As long as
it solves a problem in the marketplace and has value in the eyes of your prospects,
you can use it in your portfolio with great success.
Go ahead and take a look around your home. Pretty much anything you see, you
can use. For example:
A GPS mobile phone
An imported teak coffee table
A microwave oven
An LCD television
A mountain bike
A bottle of organic shampoo
Tripod, your three-legged rescue mutt
Here are some ideas to get your portfolio started:
FREELANCE COPYWRITER: Write a full-page space ad promoting your mobile
phone carriers GPS service or a sales letter for a mountain bike vacation you
dream up from scratch or a catalog ad for the organic shampoo you swear by
FREELANCE GRAPHIC DESIGNER: Design a four-color ad selling your
imported teak coffee table or a poster encouraging donations to the local
humane society where you found your loving three-legged pooch or a glossy
brochure that showcases your microwave oven
INFORMATION PUBLISHER: Write an e-book on LCD television maintenance
or a special report on why you should use all-natural, organic shampoos,
soaps, and other household items or a hardcover book on the worlds best
places for couples to go mountain biking
FREELANCE TRAVEL WRITER: Write an article on mountain biking in the
Adirondacks or how to adopt rescue dogs in Central America and bring them
back safely or how to find bargains in Southeast Asia and sell them back
home for fun and profit
66
FREELANCE PHOTOGRAPHER: Take photos of everyday household objects

and sell them to a stock photography agency. This alone is a HUGE opportunity
for photographers and you dont even have to leave home to do it
Yes some of these ideas may seem a little unusual. But heres where a
tremendous opportunity for you lies.
You see, when you do a great job taking any ol household item and making it
sparkle with your own hard work and creative genius, it will really impress your
prospective clients.
Heres another thing to keep in mind
When youre creating your own portfolio from scratch, make sure you know whats
working in the market right now, just to keep you on the right track. For example,
if youre going to design a space ad for an LCD television, take a little time to
study existing space ads for televisions and then use them as inspiration.
Youll also want to have a few people you trust take a look at your portfolio
samples before you show them to prospective clients. Ask for honest feedback.
And then make any necessary changes until your samples are as good as they can
possibly be.
After all, you dont want to show prospective clients subpar work! If youre a
writer, you can put your writing sample through a peer review. If youre a
designer or photographer, just try to get the best feedback you can from people
whose opinion you trust.
Finally, youll need to put it all together. If youre going to showcase your samples
offline, invest in a quality portfolio book. The key here is not to skimp. Invest
the money. This is, after all, your livelihood were talking about here! If you type
portfolio book in Google, you can shop around for something you like.
And if youre going to showcase your portfolio online (highly recommended), make
sure you do it right. If necessary, hire a web designer to do it for you. If you dont
know any web designers, consider placing an ad on DirectResponseJobs.com.
And then, once your portfolio is done and dusted, youre ready to start showing
it off to prospective clients and start landing work right away even if youre still
a newbie.
67
Build a Website in Your New

Niche in Only Four Days
Show Prospects You Understand Their Market,
Why Youre Qualified to Help in Their Industry,
and Why Youre the One to Hire
If you want to be successful quickly in your new niche, you absolutely need
your very own website
One thats about YOU that promotes your freelance services in the most concise
and professional manner.
A website where people will see it and say:
This person understands the needs of my market. This person is qualified to
help me in my industry. This person is a professional.
It doesnt matter which niche you are going to specialize in you NEED a website
to compete in todays marketing world.
And, not just any website
You need one that reflects your talents, your level of professionalism, and your
new chosen niche. A website that declares you as an authority in your particular
market and attracts steady, lucrative, and enjoyable work for your business.
If youre not sure where to start or how to build your site let the experts guide
you through the entire process, every step of the way.
With a very special online website-building experience were calling the Build Your
Freelance Website in Four Days Express Webinar Series, we lift the where do I
start part of creating your own website off your shoulders once and for all
Over the course of four highly-productive webinars just one hour per session
youll learn step-by-step how to build your brand-new, professional-looking
website for your new niche from start to finish.
68
This is not a webinar on the theory of building a website

You will be following along, actually building your very own freelancers
website step-by-step as you go.
Youll be up and running with your site fast not months or even weeks
from now. But in just a few days!
In just a few short days, youll be in a position to flip the switch on your brandnew website, in your brand-new niche making it live for everyone to see, and
setting yourself apart from all the generalist copywriters competing for work.
If youre ready to kick-start your freelance career in the new niche of your choice,
you need to build your own, professional website. You simply cant succeed at the
levels you deserve without a website. And, now its easy to get your own niche
website launched fast. Sign up today!
Help Me Build My Own Niche Website in Four Days Now
Tell Me More About this Valuable Program
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Your 21st Century

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Can you help them build up their mailing list?

So, now what?

Another option is to keep it simple

Add a short video. (Be sure it doesnt

Content Essentials Guide

Mandy and Cindy use the same tactic

Content Essentials Guide

Frequently Asked Questions Page

What do your fees include?

And, include questions that position you above competing freelancers

What can I expect from working

Content Essentials Guide

In your testimonials, list full names

Use photos to add

Position testimonials in a sidebar

Content Essentials Guide

To best showcase your Samples, add

Post a list of company names

Content Essentials Guide

Note the TAKE THE NEXT STEP

Encouraging prospects to connect on

List Building Specialist

Be sure to include (this is actually relevant for all freelancer websites,

FAQs: Though it can go by several other names, a Frequently Asked Questions

Good examples to follow:

Search Engine Optimization

An example of an SEO Site Audit.

Social Media Expert

How social media adds value by driving traffic to specific websites.

Good examples to follow:

Good examples to follow:

Ideas for content:

List Building Specialist

Provide several samples of your work, even if you do it on spec. (Start by

Good examples to follow:

Ideas for content:

Good example to follow:

Share your thoughts on the importance of a well-managed project

Good examples to follow:

Awards, honors, or mentions youve earned with your photography work.

Good examples to follow:

Good examples to follow:

Build a Portfolio, Become a Better Copywriter, and

Invest a few bucks in the Business Journal Book of Lists (bizjournals.com/

2. Pick a few businesses from industries in which you have some

3. Re-write their web copy and critique the entire site.

This is the critical step. What I like to do (because Im a techie at heart) is to

4. (Optional). Write a letter to the company.

Building Your Portfolio is

How to Create an Impressive

Turn Your Personal Belongings Into Solid Portfolio Gold

FREELANCE PHOTOGRAPHER: Take photos of everyday household objects

Build a Website in Your New

This is not a webinar on the theory of building a website

Help Me Build My Own Niche Website in Four Days Now

Tell Me More About this Valuable Program

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