Woo-hoo! You have a new website on the horizon. We love that for you.
While you’re building the website and getting starry-eyed at those new homepage designs, you may find yourself thinking of the web copy as merely supporting content. We’re here to tell you: that’s not cool. (Cue slow clap from every website copywriter ever).
Your website copy is at least equal, if not more important, than your website design (yes, we went there). It is so much more than filling in text blocks. It’s about identifying your key messages, connecting with your customer’s needs, and proving that your solution stands out among your competitors. You know, the really juicy stuff that leads to growing your business.
So, in a salute to website copywriters everywhere, please allow us to introduce you to a few excellent reasons why you should hire one, and why we’re convinced you won’t regret it.
You Don’t Have to Do the Work
Let’s start with the obvious one, and the one that probably speaks most closely to your heart. You have, what, maybe 27 things to get done today? All before that client presentation at 2:00 pm?
Writing copy for an entire website is nothing to sneeze at. It takes hours and hours of work. Why not hire a professional to get that off your plate.
Or maybe your expertise is advertising strategy and digital ad conversions, and not in copywriting. That’s perfectly OK. Marketing professionals are asked to juggle a multitude of skills these days.
Hiring a copywriter will allow you to focus on your highest-performing work instead, the work that matters most to you and gets you the most ROI.
Plus, when is the last time you sat at your computer and had to produce a long form sales page? A copywriter does this type of work day in and day out, so they’re likely to deliver a finished product more quickly than you can.
Your Website is a Pretty Big Deal
A website is one of the most valuable assets that your brand owns. It’s your digital storefront, your soapbox, and your online meeting place.
It has a big responsibility: to connect with visitors, excite them about your offering, and drive them to accept your call to action. But wait…there’s more. You need to then leave them with a winning impression that will have them returning again and again.
So, website copy has a pretty major job. You need it to be as strong as possible, so it results in visitors exploring your website in a journey that ends at the magical pot-at-the-end-of-the-rainbow place known as conversion.
The Copywriter Has Brand Distance
You and your team are experts on your brand. That’s incredible! However, there is a potential downside. You may be so close to your business that you explain it with more expertise than a newbie website visitor brings to it.
On top of that, some people have a natural inclination to be humble, especially as a business owner or key stakeholder. We’re hesitant to boast about our product or service, and often afraid of sounding “salesy”.
Others are so excited about their product’s features that they completely forget to explain the benefits to the customer.
Handing the reigns over to a website copywriter can solve any of these issues.
Working with a copywriter will involve initial conversations where you’ll educate them about your business, audience, and brand messages. With that discussion will come valuable insights. The copywriter may even ask you to make clarifications and answer deeper questions about your product or service. They’ll definitely want to learn about your brand’s tone and voice.
They’ll then take this information and craft it into your website story. As an outside observer, they’ll communicate the message for you, looking at it from both your brand’s and your customer’s perspective.
They Bring Website & SEO Expertise
Not all writing is the same. Writing for a website is not the same as writing for a brochure, a white paper, a press release, or a social media caption.
Even within the website, there are multiple writing formats. Headers, subheaders, calls to action, and team bios to name a few. Add blog post and testimonial writing in there, and you quickly realize the value of a well-trained website copywriter.
Experienced website copywriters know how to write for SEO too. They’re used to being assigned target keywords that they need to sprinkle into the copy in a natural sounding way.
These target keywords are the building blocks of your organic traffic strategy. Use them wisely, and they will increase organic visitors, in turn increasing your number of conversions.
If you don’t have a list of targeted keywords for your brand, look for a website copywriter that can assist you with that. Many offer that additional piece as an add-on to their writing services.
If it’s done well and organic traffic increases, you may find you can even reduce your digital ad budget!
You’ll Get a Fresh Take
It’s only natural that writing regularly on the same topic can get you into a rut. Over time, you’ve probably found a comfortable set of phrases and a writing cadence that gives you the ability to whip out paragraphs of brand content in a very short time.
With a website update, however, you’re likely looking to refresh your website content too. Bringing someone new on to the team for this will guarantee you that fresh take.
It’s a lot of fun to see how a new writer on your team –whether in-house, from an agency, or freelance – uses new language and messages to tell your brand story.
Let’s Do This
Hiring a website copywriter should be top of mind as you begin your new or revamped website project. By now it should be clear that the advantages of one can be considerable.
If we have you thinking about how a website copywriter is now a no-brainer for your next web design project, reach out to learn how we can assist you with both design and copy work.
