Website Copywriter: Do you need one?

You might question if you need a professional website copywriter. It’s true that most people know how to write at some level, so they think they will be able to save money by writing their own content for their website. Some business owners also believe that they are best suited to write about their business because they are closely involved with it. But a website written by a professional website copywriter will be far more effective and generate more enquiries and sales than one written by an amateur.

There are several reasons for this:

1. A professional website copywriter will specialise in the persuasive aspects of writing. This includes knowing how to combine words effectively — using logic, emotion and authority — to build a strong case for the business and its products or services. It also includes knowing how to write for the web, where keeping the copy simple is vital to maintaining the interest of readers.
2. A website copywriter will have an outside perspective and be able to see things that a person who works in the business might miss. Seeing the business from the inside and being too close to it can limit your perspective and the ability to explain the benefits of products and services to others. Writing your own copy is much like trying to cut your own hair. You might be able to do it, but you won’t be able to see whole picture and probably will end up with a poor result.

Although a professional website copywriter might not know the specifics of your business, they know how to conduct research and interviews to uncover elements that will build your credibility and sell more products and services. Also, it doesn’t matter if a website copywriter hasn’t written in your industry before. Most professional writers are flexible and know how to uncover the information that’s important, so it’s not necessary to find a copywriter who has experience in your industry.

3. For many of us, it’s been a long time since we have studied English grammar. Over the years, it’s easy to forget the subtle rules of grammar, such as when to use a comma or when to use a colon or semi-colon. A professional website copywriter works with grammar and punctuation every day and knows rules of good writing. By using a professional copywriter, you can prevent the embarrassment and loss of image that can result from bad writing on your website.

4. A professional website copywriter can save you time. An expert will be able to write your website in a fraction of the time it takes an amateur. This can be compared to doing your own mechanical work on your own car. A professional mechanic has been trained and has the equipment to get the job done quickly and efficiently, while the home mechanic can spend hours trying to put the pieces back together. In many cases, the repair that you thought would take a few hours ends up taking the whole weekend.

Using a professional website copywriter is like using a professional photographer

Similarly, using a professional website copywriter is much like using a professional photographer. While most people know how to use a camera, professional photographers know the intricacies of the craft, such as how to use lighting, equipment and technique to create superior results. Most people are aware of this and will hire a professional photographer for a wedding or other important event. Yet when it comes to writing website copy, some businesspeople try to cut corners and write it themselves — or try to find a cheap amateur to do it. Unfortunately, they end up with websites that are not as effective they could have been.

Choose your website copywriter carefully. You can find a cheap website copywriter on overseas and local service auction sites. The bad news is many of these writers are amateurs who don’t know what they’re doing or they write in their local English style that doesn’t work in Australia. When we’ve studied some of these websites, we have noticed that the profiles that these writers have created for themselves are poorly written and full of mistakes. Also, we’re often approached by business people who ask us to improve the copy written by these cheap amateur writers. Sometimes this cheap website copywriting is so bad, we have to start all over again. So when sourcing a freelance copywriter, the old maxim “You get what you pay for” holds true.

If you’re setting up a new website or want to improve an existing one, we’ll be glad to discuss your website copywriting needs and provide a quotation.