Website copywriter – worth the investment? Should you hire one?
Ok, so let’s get one thing out of the way – yes, I’m a website copywriter. But, no – this isn’t a sales pitch. I happen to believe in what I do. I often come across comments on websites about content writers being an unnecessary expense – you know your business best type of thing, why hire someone else to write about it?
Well, there are a few reasons.
Before I get to them, I’ll start by admitting I understand it’s not always possible due to a tight budget. If this is the case, my advice is to equip yourself with as much knowledge about content writing as possible to give your website the best shot its got. This article will help you.
But let me ask you this one question –
Why do you want a website?
(You can’t see me, but I have my eyes scrunched tight and I’m praying your answer is, ‘to generate more business.’)
In which case, let’s proceed.
Website copywriters 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 are a fundamental part of the process and we’ll use your knowledge to help us make important decisions about your content. 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 perspective.
We have a copywriting background. 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 certain emotional responses. That comes through experience and witnessing what works and what doesn’t.
We understand website structure and navigation.
Web designers will often refer you to a content writer 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 incorporate it alongside other products and services. This depends on search engine optimisation, practicality, strength of message and visibility. A website copywriter knows how to structure information to achieve the best results.
(Most of us) are 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.
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.
I’ve seen the results and believe me – SEO is one of the best investments for your website.
We apply a professional touch.
The internet is crawling with amateurish web content. Grammar mistakes, over-written sentences, dense blocks of text, meaningless jargon, tacky images. And all of these things put visitors off – quickly. If your web content isn’t professional, it rubs off on your overall brand appeal.
Website copywriters know how to write, funny enough. It’s what we do – we’ve spent years perfecting the craft (and it’s not an easy thing to do…).
We know how to separate you from your competition.
This is often something people forget about. I have known clients to steal content and ideas from competitors, re-angle slightly, and use as own content. The problem here is, how will your business 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 edge over them.
We know how to use words to sell, but we’re not salespeople.
Most copywriters have a genuine passion to help businesses thrive through words. We’re kind of nerdy, sometimes introverted, fairly creative – and we love what we do!