How to find ideas for inspirational web content

Copywriters’ block – there’s nothing more frustrating.

By nature, most writers are perfectionists and nothing beats the feeling of delivering truly inspirational web content to a client – delivering ‘ok’ copy  isn’t something we copywriters are comfortable with. But what do you do when the rights words won’t come out? Before you succumb to submitting something mediocre…

  • Seek out copywriting forums and share sites: Surf the web for a while and you’ll stumble across sites where writers share their ideas and examples of great web content. Expect lots of blog posts with titles like ‘best copy ads’, or ‘good copywriting examples’. Some are ok, some are not so ok. By far the best is Drivvel – a site started by Brighton copywriters to collate and share examples of inspiring copy. Whether you’re looking for ideas on how to write web content for a schools travel company or how to stop serious webcopy from sounding boring, I’d recommend a visit.
  • Read specialist magazines: Research the language and approach taken by other writers to reach your audience by reading the magazines they buy and read out of choice. For example, if you’re writing web content or brochure copy for an Estate Agent, look for inspiration in magazines like ‘Homes and Gardens’ or ‘Country Living’ – publications which appeal to the ‘human’ side of buying a house, rather than the ‘salesly’ approach we associate with Estate Agents. Seek out the type of magazines your audience choose to invest their time and money in, and try translating this into your web content or print copy.
  • Eavesdrop on your audience: Bored of reading words and stuck for inspiring ways to reach your audience? I find that eavesdropping on them always helps. If you’re writing web content for a garden centre, VISIT the garden centre – drift around the plants, grab a cuppa in the coffee shop and chat to the customers and staff. You’ll get a great sense of who your audience are, which language they use naturally and what sort of tone appeals – plus an outing like this makes a great break from the desk.
  • Stop working: Sitting at your desk and staring out of the window waiting for great ideas to pop into your head can sometimes wors but I can’t say it’s where I’ve had my most inspiring ideas. The best ideas often come at you when you’re least expecting it – in the bath, whilst you’re cooking dinner, during a theatre performance, on the loo… Freeing your mind a little can do wonders for generating new ideas. For me, heading out for a jog is sure-fire solution – even though it sometimes means sprinting back before I forget my winning tag-line.