Your New Website Deserves a Copywriter
Content Advice for People Who Don’t Make Websites for a Living
If you have hired someone to create a new website for you, then you are likely good at doing at least a few things. Perhaps you have a business that is doing well, and needs more exposure. Or you sell a product that people need, and you need to show them why.
It is great to be good at things! And new websites are exciting! Both of these things are great for you. And you have (wisely) hired a team of professionals who will spend their time (and your money) working to create a design and a flow that will perfectly fit your brand voice, while enticing people to do what you want them to do.
People who are getting new websites are always very upfront about the things they KNOW they can’t do. Most people can’t code. They can’t design a webpage from scratch, or figure out how to integrate e-commerce into their site. Most people sitting across from a web development team are happy to share that they have no experience making websites.
But almost all of them leave out one small detail.
They can’t write. Or, they hate to write, because it makes them think of school. Or they CAN write, but realistically they don’t have time. Because, work.
But for some reason, people don’t want to say that. They can’t admit it to themselves, or to the team they’ve hired to make their website. When the discussion turns to content on the site, these people almost always say the same thing:
“We’re going to write it ourselves.”
If you’re in this situation, or you’re about to hire a new web team, please allow me a few minutes of your time. I’d like to talk you out of writing your own content.
Here are a few reasons to let a copywriter write your web copy.
- You don’t have time.
Would you like to guess the most common reason for a delay in a website launch? Ok fine, I’ll just tell you. IT’S THE COPY. We don’t have it in time, and if we do, it’s not good. Everyone underestimates the amount of time it will take to write their copy. Everyone.
We’re good at this. We do it all the time. And it will take us a fraction of the time it will take you. How much do you make per hour? Do the math on how much you are paying yourself to write the content for your site. And then just pay the copywriter to do it faster.
2. You don’t know how to write for the web.
No one wants to read a webpage that feels like a college thesis. When writing copy for the web, we create scannable pages. Bold text, italics for emphasis. We use short sentences with as few words as possible. If you want someone to immediately glaze over and then leave your site, then write your own copy. Make it feel like a book report. Use all the big words you’ve ever learned.
3. We are good at selling things with words.
When crafting a page of copy on a website, there is a particular flow to the words. The flow leads the reader directly into your sales process with strategically placed content.
We start by showing the reader that we understand what their problem is.
Then we explain how your business will solve it for them. As you move down the page, we reinforce how their lives will change once they’ve hired you or purchased your product.
Then we seal the deal with an inspired call to action. We give them an action step, moving them right into your mailing list or contact form or wherever it is you’re hoping they’ll go.
4. It’s not as easy as it looks.
Like I said at the beginning, you’re likely very good at things. And I’m not suggesting that you’re bad at writing. I’m merely pointing out that writing compelling, educational, entertaining copy for a website is not as easy as it looks. It’s actually sort of hard, when done skillfully.
I guess it all comes down to the old saying.
You get what you pay for.
I recommend you take a deep breath, admit defeat, and pay for that copywriter.