Client approached me for new website copy,
complaining that the people who wrote their previous copy didn’t really nail
the voice. I made sure to ask very specific questions about what they didn’t
like and why, and wrote a brand guide for them before writing the website so I
could be sure I was on the right track.
The whole torturous process has been studded with moments like this:
Me: So how would you describe the voice of your brand?
Client: It needs to be witty and urbane. Funny. But no actual jokes.
Me: Here is your conversion-optimized website copy, with a full explanation of why I included certain pieces or phrased things a certain way. All of this is based on the research I did about your market. Please give me your feedback by adding comments instead of editing or rewriting the copy.
Client: (goes through every single page and rewrites it)
Me: We really want to keep the site copy about your visitors and what you can do for them, and less about you.
Client: Can you just replace [this piece, this piece, this piece, and that piece] with my copy, so they really know who I am?
Me: I’ve edited this piece down, as you requested, and would advise making it even shorter so it doesn’t look weird with the current site design.
Client: Put back in everything you edited out. Also, add this paragraph.
Client: Can we say “fabulously roomy” here?
Client during next round of edits: I’m not in love with “fabulously roomy”.
Pardon me while I drown myself in a bathtub of full of vodka.