How Web Content Writing Services Grow Your Company
                     How Web Content 
Writing Services Grow 
Your Company
https://goodmanlantern.com/
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Content is the foundation for any online business. It leads to more sales, visibility, 
and engagement. You attract new visitors while strengthening relationships with 
existing customers. 
Unfortunately, not every business owner has enough time to produce copy for 
commercial impact. Business owners juggle various responsibilities, and writing 
isn’t a walk in the park. Writing a quality blog post takes several hours, and not 
every business owner can fit that task into their schedule.
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Companies must consistently post to stay in front of people and get new leads. The 
moment they stop publishing new copy, companies start to stagnate and lose 
ground to competitors. Business owners may have enough flexibility to write the 
occasional blog post, but daily and weekly posts can be a hassle.
A website content writing company can provide consistent articles for your 
website. Writers optimise the articles to gain traction on search engines and 
generate recurring traffic. You can significantly improve revenue and earnings 
growth with web content writing services. We’ll share the process of hiring 
copywriters that benefit your company.
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Create Your Content 
Strategy Before 
Looking for Web 
Content Writing 
Services
Before looking for 
talented writers, you 
must first establish your 
content strategy. A 
decent strategy sets the 
following:
•Core offers
•Customer avatars
•Main topics
•Prioritised platforms
•Key objectives
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Core offers are products and services that deserve the most focus. These offers 
generate high ROIs or convert better than average. Settling on core offers helps 
you create customer avatars. Companies should create a customer avatar for each 
core offer.
Knowing customer avatars helps you identify topics. Companies should create 
topics that address each stage of the customer journey. 
Some website content writing services provide copy ideas that target the customer 
journey. Understanding what prospects think and optimising articles for search 
intent leads to a more robust strategy. You’re no longer pumping out copy just for 
the sake of it.
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Knowing your offers, avatars, and main topics will help you prioritise platforms. You 
can’t be on every social network, and it wouldn’t make sense to stay active on 
each one. Companies thrive when they get the attention of their prospects. Spend 
more time on social media platforms that attract your clientele. 
This background information helps you identify key goals for your content strategy. 
Establishing objectives helps you measure success and focus on what matters the 
most for your company.
Some companies don’t see a return on investment from writers because they don’t 
create strategies. Producing copy for the sake of it doesn’t lead to more revenue. 
You can either make the strategy yourself or work with an agency to craft your 
plan. 
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Should I Hire a 
Freelance Writer or 
a Website Content 
Writing Company?
Companies can choose 
between a freelance 
writer or an agency. Both 
investments yield more
 content for your brand. 
Website copywriting 
services help you publish 
articles that increase 
visibility and revenue. 
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Companies want the most beneficial writers, which requires a combination of value 
and price. No one wants to overpay, but you don’t want poor results either. Some 
businesses will benefit from a freelance writer, while others should invest in a 
content marketing agency. 
Understanding the pros and cons of both choices will help you narrow your focus. 
Making your choice refines your outreach so you either focus on freelance writers 
or copywriting agencies. We’ll outline the pros and cons of each option.
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The Pros and Cons of Hiring a 
Content Agency
Content agencies provide many advantages. You get access to a broader pool of 
writers and more professional help. Agencies train writers on how to optimise 
articles and vet talent. These agencies reject writers who don’t fit their criteria 
to ensure clients get paired with great writers.
The main disadvantage of agencies is the cost. You’ll pay more for an agency 
than a freelance writer who offers website copywriting services. Not every 
agency will pair you with the same writer. If you enjoy an article, ask the agency 
to pair you with the same writer. Not every agency can fulfil the request, and 
the writer may be unavailable, prompting the agency to provide you with a 
temporary replacement.
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The Pros and Cons of Hiring a 
Freelance Writer
Freelance writers charge less for their time than agencies that offer web content 
writing services. You’ll also know the same writer will handle all of your 
assignments. If you enjoy working with the writer, you get direct contact with 
them. Some companies see this as a significant perk.
However, hiring a freelance writer has downsides. A freelance writer is often one 
person without a team. Freelance writers may not answer your emails while on 
vacation, and your work may not be a priority for them. Some freelance writers 
work part-time while working at a day job. You may not get a prompt response 
for an urgent matter. 
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Content agencies provide copy and other assets to businesses full-time. These 
companies regularly invest money into staff and take themselves more seriously 
than part-time freelance writers. You may not get the same work ethic from a 
freelance writer who treats their occupation as a part-time career. 
Some freelance writers provide great content. However, you’ll have to spend extra 
time vetting freelancers you find in the market since an agency hasn’t vetted them 
for you. You will save money with a freelance writer, but you’ll often get more 
value from an agency.
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Ask Each Writer to Provide a Test 
Article
You can invite a freelance writer or content agency to provide a test article or 
short-term contract before hiring them. This measure allows companies to 
invest a low amount of money in determining if a writer or an agency of 
web content writing services can produce acceptable copy. 
Agreeing to long-term contracts with low-quality writers will hurt your brand. 
Low-quality copy reflects poorly on your brand. People make associations 
between what your offer and what you post. Great content indicates a great 
offer, but the reverse is also true. Prospects won’t consider your offer if your 
posts have typos and are not engaging.
A test article helps you determine if a writer can produce good copy and follow 
your rules. Some companies have parameters for their content, requiring a 
specific call-to-action, keyword usage, and other details. 
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Read through each article and review them for grammar and style. Seeing 
grammatical errors should draw you away. Professional freelance writers and 
content marketing agencies will run each piece through Grammarly or another 
software to identify errors before submitting articles to clients. Quality grammar is 
a basic expectation.
After checking for grammar, read the article. Ask yourself if it would resonate with 
readers and if the writer addressed that article’s objectives. You can also have 
someone on your team review articles to determine if they fit your company’s 
branding. 
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Interview Web 
Content Writing 
Services or Writers 
Who Reach the Next 
Step
Test articles submissions 
create an affordable 
filtering process. You 
can shortlist your 
favourite writers and 
content marketing 
agencies and proceed to 
jump on calls. Ask 
writers and agencies 
several questions to 
gauge their interest and 
ability to write for your 
company. We’ve 
provided some starter 14
questions to help you 
conduct an effective 
interview.
How Do You Handle Writing About 
Topics That Are New to You?
Some writers don’t know about your topic going into a contract. Agencies will do 
their best to pair you with an expert, but due to availability, you may get paired 
with someone who doesn’t know your industry. This isn’t always bad, as the best 
writers do enough research to write a compelling article. Ask about the process 
even if the writer knows about your industry. No one knows everything.
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How Much Copy Can You Produce 
for Us Each Week?
Some companies need writers and agencies who can commit to full-time hours. 
Other businesses only need 5,000 words per week. Even if a writer’s potential 
output surpasses what you need, you can always make a change later if you 
want more copy.
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How Do You Expect to Get Paid?
Writers and agencies have various payment structures. Knowing how a writer or 
agency expects to get paid helps with budgeting. Some website content writing 
services expect payment by the article or word. Some services will charge $0.20 
per word or set a rate of $200 for a 1,000-word article. 
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How Do You Optimise Each Article 
for Search Engines?
This question reveals a candidate’s ability to optimise for search engines. You’ll 
want to hear something about keywords and backlinks in the article, but an SEO 
strategy can stretch beyond those tactics. Search engine optimisation presents 
a tremendous long-term opportunity for your businesses. No search engine 
optimisations will close the door on that opportunity.
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How Do You Handle Editing and 
Feedback?
Writers and copywriting agencies should not charge an extra fee for editing and 
feedback. It’s common for service providers to charge for content and make any 
changes free of cost. Ask candidates about their availability to handle editing 
and feedback. Receiving updates in a day compared to a week makes a big 
difference.
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Facilitating 
Communication 
With Your Writers
Communication can 
make or break any 
relationship. After hiring 
a writer, quickly provide 
them with assignments 
so they can get started. 
Promptly respond to 
submissions with 
requests for feedback to 
stay top of mind. If you 
ask for feedback several 
weeks later, a writer may 
reject your request. 
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Asking for feedback within a few days will speed up the process and lead to an 
earlier publication. You can email writers, but using other platforms will strengthen 
communication. Messaging boards such as Slack help you communicate with many 
writers at once. 
You can also use a resource like Trello to visualise
 the workflow across your company. You can create columns for assigned articles, 
tasks in the editing phase, and which pieces should get published.
Business owners have to juggle freelancer communication with other parts of their 
business. You can assign this responsibility to a team member, but a content 
agency can perform this role more effectively. 
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Content agencies handle the communication and have the software to facilitate 
smooth interaction. Instead of communicating with many writers, you can speak 
with a writing agency’s manager. This manager can communicate with all writers 
and provide you with a summary of what’s happening. The manager can also reach 
out to all writers and inform them of a client’s changes. 
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Hire the Best Web Content Writing 
Services for Your Company
Content can perform various objectives. Some posts will educate visitors and 
make them aware of your brand. Other posts help people select the right offer in 
the late stages of the customer journey. 
It’s overwhelming to manage production and planning by yourself. The 
best web content writing services streamline the process for you, providing 
additional time to focus on other business activities. If you’re still looking for a 
team of writers for your business, look no further than Goodman Lantern.
Goodman Lantern vets all of its writers and ensures smooth communication. We 
let our writers know if you want changes, and they get the job done. You won’t 
have to worry about talking with many writers or fret over communication 
issues. 
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We will help your business craft a successful content strategy, so each article 
grows your brand. Content marketing isn’t going away. Many consumers use 
search engines to find products and services. Goodman Lantern wants your 
company to show up on top of those search results and grow revenue. We’d be 
happy to assist your company with those goals.
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THANK
YOU!
Goodman 
Lantern
Phone: Email: Website:
+1 9292993999 [email protected] https://goodmanlantern.c
om om/
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