If I had a nickel for every time I heard someone remark, “I mean, I can write, but I can’t seem to write my website material,” I’d be rich.
If you’re feeling the same way, believe me, I understand. While it may be simple to send an email or text to a buddy, or even write a blog post about your job, website copywriting might feel like a very different beast.
If you’ve ever wondered why producing website content feels so different, it’s because copywriting focuses on using words to establish an emotional connection with your audience, allowing you to generate trust and convert that trust into sales.
That is, copywriting is both about storytelling and selling. If your website copy tells a good story but fails to convert, it should be revised.
After conducting an audit on your website, you may discover that it may be operating better than it is now. If this is the case, it may be time to hire a copywriter to help you reinforce your messaging.
Consider this post your field guide to deciding whether hiring a copywriter is a good fit for you and how to find the ideal partner (even if it’s not me!).
Let us begin by discussing why working with a copywriter may be so advantageous.
A copywriter will help your BRAND find its VOICE.
Do you ever feel like your thoughts don’t come out quite correctly when you try to write them down? It can be difficult to put your thoughts into words that sound like you. It’s as if you know exactly what you want to say, but the moment you start typing, your messaging becomes a little… odd.
Don’t worry, you’re not alone in feeling this way. In fact, my website design clients frequently mention it as one of their most difficult challenges! In these trying times, having a copywriter at your side who can guide you through the brand voice development process is invaluable.
Every writer has a unique approach to bringing your authentic voice to the surface, therefore it’s best to pick someone who has a process that works for you.
As a StoryBrand Certified Guide and writer, I am pleased to use their tried-and-true structure to assist my clients in developing their voice and connecting with their ideal clients. As a result, everything we write together not only sounds like something they would say in person, but it also connects with the people they are seeking to attract.
To locate your greatest fit, read through the copywriter’s portfolio to determine if you like their style. Do they write in a poetic tone, or is their copy more abrasive? Is it known that they write with humor, charm, or a lot of personality? Is their writing style reminiscent of a close friend, a sarcastic aunt, or a wise mentor?
My best suggestion is to find a copywriting partner who writes in a similar style to how you speak and communicate naturally. You may adore a particular style, but if it doesn’t sound like you in real life, you risk appearing unauthentic. That is not what we want! Just one more thing. Before you engage a copywriter, inquire about their process for discovering your natural brand voice. Every copywriter will approach uncovering your voice in a unique way, thus this question will be really illuminating.
You spend every single hour, minute, second thinking about your brand…especially if it’s brand new. The problem is that everything becomes hyper-focused and often leaves people feeling stuck and going completely blank when it comes to writing.
A copywriter brings a fresh perspective from an outside POV.
You may become too close to your own company to realize which ideas are worth pursuing. That’s something I’ve felt many times before. When I experience a lack of clarity or am asking too many questions that I am unsure how to answer, I summon reinforcements.
This might be a coach at times, or it can be a service provider that is an expert in their profession. It is quite beneficial to receive input from a third-party collaborator who can advise you on the best approach to go, especially if you are stuck.
If you’ve already started writing but can’t quit second-guessing yourself, it might be time to hire a copywriter. They’ll assist you in determining what problems you’re up against and will collaborate with you to develop answers through copywriting.
Copywriters are in charge of designing your messaging, but they may also help you see your company in a whole new light! What you learn while co-creating website content may be used to your social media captions, email newsletters, and other marketing efforts. They will also remind you that all of the content you create together must be client-centered. It can’t simply sound good to you. It must initially strike a chord with them. If you struggle to write about yourself, this is even better news!
A copywriter will help you focus your messaging and target audience.
I can’t tell you how many times I’ve seen businesses put off producing content till the last minute. My other designer buddies agree with me.
So, what causes this? It’s occasionally because a customer forgot to write the material entirely, but it’s frequently because they tried to start writing but found it more difficult than they anticipated.
Most creatives regard content as the final item on their to-do list. I believe it’s because they’d rather focus on producing eye-catching website designs. Don’t get me wrong: I like beautiful designs just as much as the next person, but I also know from experience that writing your content first helps your design.
Designers and copywriters both agree that the finest designs are based on highly strategic text. So, if you’ve ever questioned whether you should prioritize copywriting or design, the answer is virtually always in favor of copywriting.
Don’t worry if this is new to you! You won’t have to worry about putting together all of your material in time to meet your designer’s deadline if you work with a copywriter. Instead, offer yourself more room to think strategically about your website project and share your ideas to other partners who can assist you with execution. Doesn’t that sound lovely? That is because it is!
What’s that? You also need guidance on website strategy?
A copywriter will provide guidance on website strategy through the use of words, search engine optimization, and marketing techniques.
Not many copywriters consider themselves website strategists, but those that do (ahem, me!) may bring value that extends far beyond the words they produce. The mark of highly great website content is found not just in the words published, but also in how they are strategically structured.
Because I am both a copywriter and a Showit website designer, I understand how to approach a website from three separate perspectives: design, copywriting, and strategy. Working with someone who understands more than one may be highly advantageous, whether they cover all three areas or just allow them to communicate more effectively with other partners you’re working with in the process.
Before you engage a website content writer, find out how important website strategy is to them. Some copywriters focus on conversion strategies, while others concentrate on SEO (search engine optimization). Some would rather undertake former client interviews, while others would rather go further into brand voice creation.
It’s not that one of them is more correct or incorrect than the others. Every copywriter has a unique combination of abilities, so you should be proactive in asking questions that will help you locate who you need before hiring someone. If you’d like to learn more about my Showit copywriting method, click here and we can talk!
Best of luck on your business endeavors! Of course, if you have any questions at all, please feel free to contact me directly at email@example.com