Writing for money can be a little … well. Let us assume you hung around the university and studied something you can not earn money by. You learned to write, to take care for texts – and to pay the rent you write anything that is wanted by the large crowd of customers that gathers cheering in front of your bureau. In fact you text websites, flyers, advertisements, you got the idea.
It’s a good customer and as mark of distinction in a relatively small market he uses the quality, the attitude of his services for his customers. And because you are good, you set the tone of his campaign – and you are proud of your work and can use the website as reference: There are a lot of writers out there, everybody can say he’d worked for a major brand, but you can show your text(s) on an actual, welldone website, for a good company, with attitude.
Oncomes Mr. Webdesigner.
Mr. Webdesigner cans writing too. Yes, no doubt. Because Mr. Webdesigner cans everything. And he knows what is important.
Important is Ranking.
Everybody needs SEO. (Mr. Webdesigner speaks always in acronyms: It’s professional, you know?) Search Engine Optimization means that you slap a “text” on the website which contains as much of the tagwords (“Schlagworte”) as possible. And because Mr. Webdesigner knows all and everything he knows the tagwords, no discussion here! So he grabs a text out of some publication – copyright is for the weak! – and gives it a makeover. The result is an unreadable dumbass stupidity that contains suuper tagwords in nearly every second line. It is of such a calibre, that even the marketing man realizes that something is going wrong here!
Asked about the quality and the possible results of his elaborate, Mr. Webdesigner says: “Awcomeon, nobody reads that shit!”
That’s content-based brand-building at its finest.