Web copywriting

What do you want the words on your website to do for you? That’s probably the first thing we’ll ask you because (and we’ll break this to you next) they can’t do everything.

Maybe you want search engines to find you? Then you might have to sacrifice a little style in order to play their game. For example, writing passively can make phrases easy for a reader to scan when they appear in search results. Or maybe your website’s all about interaction. In that case you’ll need concise copy to guide your users.

Case study: Arup

Arup wanted to pack their Europe region website full of stories about the amazing infrastructure, buildings and consulting projects they work on, everything from high speed railways to opera houses. They also wanted to reflect all the work they’re doing in the rapidly expanding Gulf region by refreshing the site within a tight schedule.

We started by picking up the phone. Speaking to people in person is vital if you’re trying to make complicated technical details accessible for a wide audience. We interviewed the managers in charge of the projects (no small task as they were based all around the world – Arup has offices in 37 countries).

A few dozen phone calls, some drafting and a bit of editing later we had stories that brought the projects to life. Here’s what our client thought:

“Knowing that Polon will get the copy in on time and on brief makes a world of difference. The quality of their work is always high.”

Danielle Hollis, Web Manager Europe, Arup

So, if you’ve got a story to tell, remember it’s always worth picking up the phone. You could start by calling us.

noted by Matt on 29.01.08