There’s an area of web development that often gets overlooked. The design may be fantastic, the technology cutting edge and the subject very worthy – but it is also essential that the message is loud and clear, and simple to follow.

Before our designers and programmers get busy on a web project, we often work on the “copywriting” of the content, to help our client’s message shine through.

In this blog post, Leif Kendall talks about what he does as a professional copywriter and how copywriting can help your organisation or business to communicate, persuade and sell.

- Premasagar

Writers with marketing skills

Copywriting is quite different to normal writing. So while you might be a talented poet or letter writer, you might not understand the persuasion and marketing principles that copywriters can use to your advantage.

A good copywriter will write with many things in mind. Copywriters must consider how to address several personality types simultaneously, how to allay fears, mention features, highlight benefits, mix in social proof (testimonials) – all while being persuasive.

An outside view of the inside

One big bonus of employing a copywriter is that you get a fresh brain thinking about your business. This fresh brain might spot something you’ve missed or something you could make better. A good copywriter will put thought into their work, looking for ways to help you communicate more effectively to more people.

Speaking their language

A common failing in business communication occurs when the people writing the copy forget that the public (your audience) are not aware of your business and your industry jargon. A copywriter writes with your readers in mind – so your copy will address their needs, in their language.

Traffic-stopping web copy

Writing for websites requires even more specialist knowledge than offline copy. Web copy requires an understanding of Search Engine Optimisation (SEO), usability, internet conventions and conversion rates, as well as the marketing and advertising principles mentioned above.

Investing in your corporate voice

Remember that words do a lot of talking for your business, so it’s worth investing in the best copy you can afford. Unprofessional communications and marketing material can actively work against you, telling potential customers things you didn’t intend to say. The right copy can work in harmony with your operations and help you to be heard in a crowded market.

After a thorough search, we are now working with a new web hosting provider for the websites that we manage. Web hosting is where a website lives on the Web. It needs to be fast, reliable and supported by a dedicated technical team. And… it needs to be powered by 100% renewable energy.

Web hosting computers are active 24 hours a day, 7 days a week. Keeping the World Wide Web online takes a lot of energy, and we at Dharmafly want to be as responsible and ethical as possible with our piece of it.

100% Renewable Energy Web Hosting

Renewable energy web hosting is fairly common in the US, where companies such as AISO use solar energy for power. However, there are fewer options available for UK-based hosting. Many of the UK-based companies that offer renewable energy web hosting are actually re-selling US-based hosting. This can be a problem for UK-based businesses who want their websites to rank well in Google and other search engines.

Search Engine Optimisation for UK Websites

When people in the UK search Google, they receive a set of results that favours UK-based websites. Google determines whether a website is UK-based in two ways. It will first see if the web address ends with .co.uk, .org.uk or another UK-based name. If, however, the web address ends with .com, .org, .net or another non-UK name, then Google will work out the country where the website’s hosting is based. Clearly, it is important that we can offer our clients UK-based hosting.

In a Bunker

We found a solution. Housed in what used to be a NATO military bunker, Smartbunker is the UK’s first web hosting centre to use 100% renewable energy. It runs purely from wind power, supplied by a wind turbine from Ecotricity.

The energy is actually renewable, rather than it being a “carbon-offsetting” project, where trees are planted to offset the carbon burned by non-renewable energy, such as coal.

(Techie details: We use high-specification, low-energy IBM Blade servers, with Intel Dual-Core Xeon 5148 LV 2.33 Ghz, 2GB Server Memory, 2 x IBM 73GB 10k SAS Hard Drive RAID 1250.00 43.75 and a Plesk control panel for domain management).

Co-operative

We work with Ecohost to manage our web hosting computers at Smartbunker. They are a worker’s co-operative, based at Manchester’s new co-operative offices, OpenSpace. They’re friendly, über-ethical and they really know their stuff.

Together, we’re happy to offer ethically hosted websites for the UK and beyond. If you’d like to get your website hosted with us, please get in touch.