Why? Because a good web writer is hard to find. And they are essential to any business that wants to drive more revenue without spending a lot in traditional marketing channels.

The top two things that make a great web writer are, in my view, style and process. Starting with style, many people think it’s easy to write for the web since space is limited. But trust me, crisp, succinct language that directly communicates important messages is not easy to write. It takes a lot of background work to determine what messages really connect with your audience, then more time to hone them into short, memorable phrases.

A great web writer thinks visually, having a page layout in mind at all times. Since people are reading less and reacting more to images, illustrations and video, this writer will come up with creative ideas for turning the words into visuals, and will present copy formatted so viewers can skim it and get the essential messages in a glance.

What I mean by “process” is that the great writer creates content that can be leveraged for multiple uses while following strict branding and SEO guidelines. Every piece of content can be stretched to be used for a website, Facebook, Twitter, LinkedIn, blog, video clip or posted as a presentation or spread far and wide through social media bookmarking. A writer who understands the process of how to quickly develop meaningful content for all of these channels is a superstar.

Take whatever time it takes to find them. Then keep them happy!