As we all watch the economy go from terribly bad to even worse, many are left wondering how to make the most of their existing company resources. For many companies, the idea of investing in marketing services of any kind is offensive as so many face major cutbacks and even layoffs.

However, the show must go on and every company must examine the marketing materials they already have developed and how they can breathe new life into them without taxing scaled-down budgets. One of the best marketing vehicles to leverage in new ways is the company Web site. This highly-versatile medium allows huge flexibility and scalability, cost-effective updates, and worldwide reach.

The idea of a fluid, regularly-updated Web site is foreign to many businesses where Web copy remains static, with only the most vital information provided. The reason for the bland copy on most sites is a lack of internal resources to dedicate to writing new content.

Web content is time consuming to develop and requires a skill set and understanding of how the Web and Internet searches work. If the writer does not understand the complexities involved, the Web site’s content will be ineffective and it will not be found quickly through Internet searches.

While it may seem counter-intuitive to outsource Web writing, it can be a very cost-effective option for Web copy development and one with a significant return on investment. But, all Web copy writers are not created equal. If you choose to work with a freelance Web writer, be sure they possess the following skills.

• SEO. Search Engine Optimization (SEO) involves embedding industry-specific keywords into Web copy to help prioritize it in Web searches. If this is not done, the Web site will be buried several pages into a Web search.
• Editing. While good writing skills may seem like a no-brainer as you choose a freelancer, it is also important that they be strong editors. You do not want to edit your own Web copy and a typo is inexcusable on the World Wide Web.
• Selling. Web sites should spur sales (or at least inquiries about your company). Spinning a great company story that drives home its unique differentiators will garner more interest than “Contact Us.”
• Blogging. Talking about your company and industry is a great way to build thought leadership. Good freelance writers know how to leverage news and industry trends to develop effective blog content.
• Communication. Freelance writers work offsite and the client has less control over the time they spend on projects or how they are billed. Demand good communication and frequent updates from your freelance writers.