Why You Need a Website Copywriter

November 13th 2012       Sally Ormond       Website copywriting, why use a website copywriter, working with a copywriter

Once you’ve spent a small fortune and lots of time perfecting your website’s design, you’ll need content. Cheap as chips

That is often the one thing that’s overlooked by businesses. They put a lot of effort into the look and functionality of their site, only to be surprised when their designer asks for the content.

Content? Doesn’t it come with that?

The short answer to that is no, the only content it will come with is lots of Lorem Ipsum.

After a lot of head scratching and screwed up pieces of paper, you realise you have absolutely no idea what to write. It’s at that point your designer suggests you use a website copywriter.

Now I know what you’re thinking – it’s only writing, it will be cheap as chips.

Think again.

Writing for the web is quite a skill to master, in fact writing copy is a skill – it’s not just about getting your apostrophes and grammar right – it’s about using the right words and techniques to get the right message to the right people. Not something you can pick up over night. Copywriters have been studying their art for years so expect your quote to be in the realm of hundreds or thousands of pounds (depending on the size and scope of your project). Remember, you’re not paying for the time it takes to write it, you’re paying for their experience and expertise.

After picking yourself up off the floor once you realised how much a copywriter charges, you decide to go it alone. You give one of your office juniors the job to write it and the result is useless: it tells your reader absolutely nothing about what your product/service will do for them. Instead it talks about your company and how wonderful it is, which of course means you love it, but once published, your readers hate it and you get absolutely no business from your website whatsoever.

Not looking good, is it?

We’ll say it again, you need a copywriter

Finally, you have realised why your designer mentioned getting a website copywriter in the first place.

You need content that will help your search engine rankings, capture the interest of your readers, give them the information that they want and that will convince them to take the actions you want them to take.

Working with a copywriter, you will benefit from:

  • A unique perspective because they can distance themselves from your company and place themselves in the shoes of your customers to discover what it is they really want to know
  • Copy that’s written for your audience and that ‘talks’ to them
  • Content that concentrates on the benefits of your products/service and not the features
  • Search engine optimised copy to help your rankings
  • Copy that will persuade them to take an action (e.g. sign up, buy, call you etc.)

Isn’t all of that worth the investment? Your website won’t just inform, it will sell – 24/7.

It’s your company’s image that’s at stake here; substandard copy will do a lot of harm, but professional copy will speak volumes.

 

 

Tags: Website copywriting, why use a website copywriter, working with a copywriter
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