A digital agency has several different elements in terms of human capital. From programmers to designers, it is composed of people who know how to easily adapt to the demands of customers in different sectors.
At a time when content is becoming increasingly important in a web marketing strategy, here are 5 reasons why your team could benefit from having a web editor in their ranks.
1. A web editor understands user behaviour
The most common mistake made by people who write online is writing a story down to the smallest details. In reality, such detail isn’t necessarily capable of holding the reader’s attention longer.
According to a study by the Nielsen Norman group, users’ reading habits tend to be similar, regardless of the type of page they visit. Their eyes follow a route that takes the form of an “F”. They start with a horizontal reading of the first lines of content, then go down slightly before reading yet another line. Finally, the reader vertically scans the information on the left side of the screen in order to find more interesting information.
With this in mind, expert web editors, thanks to their expertise, will be able to summarize their message in the first lines of a text. Similar to a fisherman who catches his fish, the editor can incentivize the reader to do more than just scan a web page. If, however, the user actually does a flyby, they will still have time to understand the purpose and the essence of the page’s message.
The first lines of web content are just as important for search engines. It is indeed a “hot zone” where the words used are especially important for SEO. Using the best possible vocabulary in these areas can lead to a desirable positioning in different search engine results.
2. A web editor can adapt the content to your goals
Web editors know exactly what questions to ask before embarking on a project. They can then determine the site’s objectives, target a clientele and decide the appropriate tone for their content.
In this way, they will be able to approach their work with a vision that corresponds to the needs of those who consult them. They will be able to go in-depth, using technical terms when addressing experts in a community. Conversely, they can also simplify complex information when they want to interest a novice audience.
If your clients already have a certain amount of material to put online, an editorial specialist can objectively recognize the true value of this content before making it accessible. Essentially, they will want to make sure the content is useful for the public above all else. When they see some potential, they will be able to perfectly adapt it to the target audience. In short, they will always keep in mind that a website is made to provide relevant content to users and not to inflate the egos of a company’s leaders.
3. A content editor knows how to get a message across
One of the web editor’s priorities is eliminating the most ambiguity with regard to a web page’s intention. That is to say that, from the beginning to the end of a project, they will always keep the goals and opening message in mind, skillfully writing the rest of the content around these. Whenever they write an article, they will make sure the details don’t stretch beyond the essentials and the reader isn’t left wondering what the idea behind it is.
At a time when cynicism is growing, and Internet users are increasingly suspicious of companies, it is essential to address them in a clear manner. That’s why competent web editors that can speak clearly to their audience will certainly be more credible and convincing.
4. Web editors make content seamless
With the impressive number of people who have the opportunity to write for a company and their diverse backgrounds, it is not surprising to see a significant fluctuation in content quality and message consistency. For a company, a website is not only a marketing tool, it is above all a representation of its culture, which is a brand’s personality.
Reading the content of a single author, who is professional and objective, is comparable to listening to a playlist you made in advance rather than turning on the radio and waiting for your favorite song to come on. You get exactly what you expect in a specific and consistent style.
A web content specialist helps meet your commitments
When an agency signs a contract with a customer starting a business or wanting more online visibility, the client rarely has time to write and provide content for their website. In the same vein, entrepreneurs who want to write their own material don’t always have a fluid pen and will probably need more time to write their content than a seasoned web editor.
This kind of situation can be embarrassing if you have tight deadlines and other clients to account for. That’s why a web copywriter, who can quickly write a site’s content with only some essential information, will allow you to offer a turnkey service to your customers, while saving you a great deal of time.
In short, web writing isn’t something that develops overnight. Many aspects of creating web-specific content require the care of a trained and qualified person. With this person’s knowledge of written communication, a web editor is an essential contributor for any self-respecting web agency.
Our agency is of course an expert in writing web content. Don’t hesitate to contact us if you want us to support you in your approach.