Introduction
Website content writing is a freelance career opportunity for those with strong writing abilities who enjoy crafting digital copy. Content writers are responsible for generating all types of written materials that appear on a company’s website and marketing collateral including website pages, blog posts, product descriptions, case studies, social media posts and more. Successful website content writers must be knowledgeable about their client’s industry, products/services and target audience while also possessing excellent researching, interviewing and storytelling skills. Let’s take a deeper look at what a typical job description would entail for this position.
Key Responsibilities
Research target audience and industry trends to develop in-depth understanding of client and their needs. Website content writers must immerse themselves in a company and their niche to authentically speak to customers.
Craft website pages including about us, services/product pages, case studies, testimonials and frequently asked questions pages. Pages should be optimized for search engines and audience readability with proper formatting, headers, images and calls-to-action.
Generate regular blog posts (2-5 weekly depending on client needs) on topics relevant to target readers. Posts should provide value, be appropriately keyword optimized and link internally/externally when applicable.
Develop compelling headlines, introductions and conclusions for all written materials. Strong headline and lede are essential for attracting and retaining reader attention.
Write other forms of digital copy including social media updates, newsletter articles, brochures/collateral and website/landing page optimizations.
Conduct interviews with company leadership, customers and industry experts to incorporate real user generated content and quotes.
Revise, edit and proofread all content for spelling, grammar, punctuation, style consistency and adherence to client brand guidelines. Final output must be publication-ready.
Track and report on performance metrics of content including web traffic and lead generation on an agreed reporting schedule. Suggest optimizations based on data.
Essential Qualifications & Skills
Bachelor’s degree in Communications, Journalism, English or related field required.
3+ years experience as a professional writer with portfolio demonstrating successful web content examples.
Expertise writing in multiple genres and for different objectives including marketing, lead generation and branding.
Proven ability to craft compelling, optimized content within tight deadlines.
Expert level skills in grammar, spelling, punctuation and AP style guidelines.
Strong researching capabilities – ability to find reliable sources, distill insights and incorporate into writing seamlessly.
Working knowledge of content management systems (CMS), keyword research tools and analytics platforms beneficial.
Autonomy to work remotely with minimal supervision while meeting deadlines and goals.
Comfort learning new industries quickly and adapting voice/style to each unique client.
Demonstrated passion for writing and storytelling. Website copy requires creative problem-solving abilities.
Meticulous eye for detail – content must be error-free and engaging for readers.
Familiarity with content formatting, graphics/images and calls-to-action strongly preferred.
Bonus – knowledge of web technologies (HTML, CMS, Adobe programs), search engine optimization and analytics.
Compensation & Benefits
Typical website content writer contracts are freelance/consultant based with options for part-time or full-time dedicated roles. Pay rates vary depending on experience level and location but typical ranges include:
Freelance/Contract Per Project or Hourly: $40-80/hour or flat project rate depending on scope of work
Part-Time (20-30 hrs/week): $35,000-50,000 annual equivalent
Full-Time (40+ hrs/week): $50,000-75,000 annual salary plus potential bonuses or profit sharing
While individual contractors may not have benefits, full-time in-house writers could expect a comprehensive package including medical, dental, vision insurance and paid time off. Remote and flexible work arrangements are common. Freelancers provide their own computer/equipment and track expenses for tax purposes. Professional development and continuing education is self-guided.
career Growth Opportunities
With experience, website content writers can advance their careers in several directions including:
Content Management – Overseeing teams of junior writers and larger production schedules. More client relationship building.
Editorial Management – Rising to an editor role quality assuring materials across brand channels.
Creative Direction – Helping shape overall content strategies and brand voice for clients. More customized solutions.
Freelance Specialization – Develop niche industry expertise and premium rates in high-demand fields like SaaS, health/wellness or finance.
Full-time Brand Management – Evolving to in-house content marketing leadership positions.
Consulting – Advising companies on customized content solutions and educational offerings.
Authorship – Sharing knowledge through bylines on publications or self-published works. Teaching content skills.
For the right individuals, content writing can lead down fulfilling career avenues with increasing pay potential. Continued education, certifications and building an impressive portfolio are key to advancing. As demand for online materials steadily increases, prospects for website content professionals remain very strong.
Andrew Stroud