I launched a website, http://aboutwriting.co.uk/, to help support and improve writers. The project would involve content writing, SEO, social media, digital marketing, research, strategy, copywriting, branding, design, and development. And aside from the development and logo, I am responsible for everything.
The first step was audience and industry research. I knew I wanted to help support and improve writers, but I needed to know which writers I wanted to help. I concluded that my primary audience is new writers (young or old) who have a passion for creative writing, but haven’t had the opportunity to study it in depth. My secondary audience is experienced writers who want to improve, because we can always improve. Understanding this, I knew the material would need to be accessible to everyone, but it would need to be useful to everyone too.
I spent a great deal of time researching the industry. I looked at other people and companies who were aiming to help writers improve. I reflected on what they were doing well, and what they weren’t doing well. The more research I did, the more I understood the unique value I could offer.
I formed a launch strategy, with the social platforms I would focus on, how often I should post material, and what material my target audience wanted. I ensured that the strategy aligned with my research, but I also ensured there was room for flexibility if an unlikely audience or unexpected path emerged. The purpose of the project is to support and improve writers, so flexibility was essential. Every individual responds to educational material differently.
Branding, Design, and Development
I named the project About Writing. The name needed to be simple and clear. The project is about writing. The audience wants to learn about writing. It made sense. I bought a domain, arranged hosting, and began thinking about the website design. I settled on a traditional blog format, focusing on clarity. Antoine from Waaark put the project together for me beautifully, developing a smooth, fully responsive website, with a smart back-end that runs perfectly.
And Jimmy from Waaark created a beautiful logo, the concept of which began with these sketches here:
I like the concept behind the circle options. The circle stands for two things. The first is a full-stop, which is something all writers use to complete their work, and my website and project exists to help writers reach their full-stops. The second is a sense of community, which is what I hope the website can become.
Here’s the final logo, shown on the site.
I created the social media channels, set up the subscription functionality, linked Google Analytics, and we were ready to launch.
Content, SEO, and Social Media
I’m not doing anything in this project that I haven’t done before with companies all around the world. I’m writing regular content that hits the highest SEO scores, and I’m running social channels with a thoughtful strategy. From experience, I know that the best results only come from high-quality, regular content, and that’s what About Writing is all about.