When it's Not the Writer's Fault

A Web Copywriting Tip by Nick Usborne

 

Sometimes it's tempting to look at the copy on a web site, see how it is lacking in some way, and quickly blame the writer.

 

In too many organizations, it is not the writer who is to blame. All too often, that writer is simply trying to achieve an impossible compromise between the demands of the marketing group on one side and the web group on the other.

 

The marketing group wants to use the web site simply to promote their latest and greatest product and service announcements - with the kind of writing that works in print.

 

The web group wants to apply all they know about web design, usability and SEO - with writing that addresses the particular needs of the web.

 

And the hapless writer is faced with compromising on everything.

 

This isn't a problem with writing. This is a problem with organization and processes. And for many web sites, the writing will never improve until the organization and processes of site management change.

 

 

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