Copywriting

Not so long ago, many marketing organisations were writing their own websites. At that time, being on the web, in some form or other, was often seen as a kind of obligation, not always subject to the same stringent standards which were being applied to other marketing activities. So they would often adapt old copy, used in offline communications, or ask a junior manager or executive to write some new copy.

But, as the web becomes more important, in terms of both business generation and brand perceptions, being there is simply not enough. So, with the demands on client management time and the lack of professional in-house copywriting skills, we are increasingly being asked to write copy for new and upgraded sites.

The increasing tendency towards integration of online and offline brand presences, means that new copy written for a website can often be campaigned through into offline applications.