Is it worth paying for a website content writer?
Should you hire a website content writer?
With AI heavily on the scene and tough financial times, some business owners are questioning the need to hire a website content writer or to create content inhouse. It’s a difficult decision and ultimately comes down to your resources, capabilities and budget. I’ve written this article to help you understand what a website content writer does and the skills they bring to the table, so you can weigh up your options and make the best decision for you.
Let’s start with the basics.
What does a website content writer do?
Two key things go into creating an effective website: design (the look and navigation of a website) and content (the text and interactive components of a website). All of your content should pull together to quickly and clearly communicate what your business does, for who, and why people should invest.
A website content writer delves deep to understand the vital information that needs to be included and how to communicate and structure that information to attract and convert leads.
The problem with AI written content
Businesses usually need a website for two reasons:
to build a their brand presence
to get more customers
To succeed in both these goals, you need carefully written and constructed content that will give your website the foundations to rank in search engines and turn traffic into signups or sales.
The problem with AI and tools like ChatGPT is that it only delivers regurgitated content from the web and it can’t personalise. So, its content isn’t unique or targeted to your brand and is unlikely to make an imprint on visitors to your website.
What do website content writers bring to the table?
I can’t speak for all website content writers, but I can speak for the many skilled and experienced website content writers (otherwise known as copywriters) that I know.
We know how to sell your products & services.
Yes, you’ve founded an incredible business. You understand your goals, where you want to head and what your business is about. But there’s a knack to writing web content that keeps visitors engaged – it’s not enough to just ‘off-load’ your knowledge. A good website copywriter recognises that you’re a fundamental part of the process and we’ll use your knowledge to help us make important decisions about your copy. As business owners, you often live and breathe what you do – and you can become blind when it comes to writing about it. A copywriter brings a fresh and balanced perspective.
We’ve spent years writing across different mediums, for different industries, targeting different audiences. We know people and how to get through to them. This involves using the right angles, language and writing styles to trigger a response. That comes through experience and trialing what works and what doesn’t.
We understand website structure and navigation.
Web designers will often refer you to a copywriter first. This is because we understand that a website’s structure is often determined by the layout of content. We organise content in the most effective way to promote your products and services. Which pages and subpages to include and how to categorise them using the easiest and quickest form of navigation.
A special promotion or product may need its own page or it makes sense to display it alongside other products and services. It comes down to search engine optimisation, customer journey and navigation. A website copywriter knows how to structure information to achieve the best results.
We’re skilled at SEO.
What’s the point of having a website if it can’t be found in search engines? Search engine optimisation is a nurtured skill. Google is constantly developing and improving its algorithms. As website copywriters, we keep our finger on the pulse, updating our SEO skills and making sure we’re aware of changes and updates.
We know how to find the keywords that will drive the most business to your website. Keyword research involves using the latest, most accurate tools to look up search volumes and competition levels. Sometimes, it’s not about going for the obvious keywords. It’s about finding longer, more targeted keywords that give your website a higher chance of ranking and, most importantly, drive conversions.
We get how to structure urls, titles, text and headlines to optimise each page for search engines. And how to write page descriptions that will encourage people to click through to your website.
We know how to separate you from your competition.
This is often something people forget about. I have known clients to steal content and concepts from competitors, re-angle it and publish it on their own websites. The problem here is, how will your business and brand stand out? What will separate you from your competition? How can you position yourself as an industry leader if your content and ideas aren’t original?
A website copywriter will check out the websites of your major competition then find a fresh angle that’s stronger, more effective and – the best part – completely unique to you. You don’t want to shadow your competition – you want to dominate them.
We know how to use words that sell, but we’re not salespeople.
There’s an art to applying the right words and tone to make people feel comfortable and in safe hands, so that they’re willing to invest in your products and services. Come across too salesy and people tend to doubt your sincerity. As copywriters, we know how to build trust through words. It’s about being open, genuine, positive and 100% aligned with your brand values. It’s not an easy thing to do, and many people get it wrong.
Are website content writers worth the investment?
If you want your website to be an asset to your business for the long-term, I’d say the answer is a big yes. If you’re going to invest in a website, do it properly. What your website says is just as important as how it looks. The two go hand-in-hand. But ultimately, your written content is going to play a huge role in search engine visibility and lead conversion.