Roving Report: Helping Your Clients with the Low-Hanging Fruit


Do you ever feel like you make your job as a web writer harder than it needs to be?

Truth is, the things clients need our help with are often very simple.

Vince Lombardo once famously announced to his team, who needed some retraining, “Gentlemen, this is a football.” Sometimes, as web writers, we need to get that basic to become our client’s hero and lift their website from obscure to stellar.

Pam Foster, AWAI’s learning chief, was on hand recently to walk us through how to do just that. You’ll find the entire webinar HERE.

Heather Robson, Wealthy Web Writer’s managing editor, kicked off the webinar with a question for Pam.

The Ever-Changing Landscape

The internet changes all the time. Right now, everyone’s paying attention to Google’s shift to mobile-first indexing and other changes at how they look at content and authority.

“What can writers do to keep up?” Heather asked.

Pam agreed that the technical landscape is constantly changing, but pointed out two very important facts for writers to keep in mind.

1. People don’t change.

Human beings search online to find a solution to a problem, the best product, or the easiest way to do something. That doesn’t change.

“It all comes down to one basic fact,” Pam reminded us. “People want to find a website that says, ‘You’ve found the solution here.’”

Having been an online content writer since 1997, the very early days of the internet, Pam has watched every change. She explained what many businesses miss:

“It just flummoxes me that so many businesses don’t actually say what they do. That overt, obvious, instant message is missed by so many companies on their websites.”

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Susanna Perkins

Susanna was dragged back, kicking and screaming, into freelancing after losing her job in the banking meltdown in March, '09. One 3-month stint in an appalling temp job persuaded her to get serious about establishing herself as web writer. In March, 2012, she moved to a small town in Panama with her husband and three small dogs. After enjoying the writer's life in the culture of "buenas" and "mañana" for 2-1/2 years, she's returned to the US. At least for now.

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