Getting it Done Write: Using a Professional Copywriter for Your Web Content
Nicci Francis | Friday, September 14, 2012

When something matters to us, we tend to rely on professionals to make sure it is done right.  If you have a toothache, you are going to call a dentist.  I mean, sure, your neighbor has a mouth and teeth and knows the basics of oral hygiene, but I doubt you are willing to hand him a drill and trust him as your oral surgeon--no matter how low the price he offers.

Yet for some reason, when it comes to writing website content, many business owners are hesitant to reach out to a professional.  However, professionally written web copy can mean the difference between simply getting visitors to your website and converting those visitors to customers.

A quick internet search for "Why You Should Hire a Professional Copywriter" yields more than nine million results:

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  • "7 Reasons You Should Hire a Marketing Copywriter"
  • "Ten Reasons Why You Should Hire a Professional Writer"
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Clearly, we copywriters think we're kind of a big deal.  Yes, I am going to explain to you why you should use a professional writer to generate the content for your website or blog.  First, though, I want to take a minute to go over the reasons you should not rely on a professional writer for your web content.  

5 Reasons You Don't Really Need a Professional Copywriter for Your Website . . . 

  1. You can do it yourself.  After all, you speak English, you have a strong command of the rules of grammar, and you can form a coherent sentence.  You communicate with current and prospective customers on a daily basis.  Keep in mind, however, that writing clear, persuasive copy takes time.  You are busy.  You have a business to run.  Do you really have the time and the resources to invest in writing your own web content?  
  2. You can make your intern do it.  
    If you have an intern, you have free or cheap labor at your disposal.  Even if you do not have an intern, you may have a son/daughter/wife/neighbor who made an A in Freshman Composition and who owes you a favor.  Before you slap a site map on his or her desk and demand web content, remember that your intern is not an experienced professional--neither a professional in your field nor a professional writer.  Is this the person you want to serve as the voice of your company's online presence?
  3. No one knows your business better than you do.  
    That is a fact.  You know the ins and outs of every aspect of your company.  You are the expert.  However, sometimes, your very expertise can turn customers away if they do not understand you.  Are you using technical jargon or field-specific terminology?  Are you so busy explaining every facet of your company that your audience has tuned out before hearing what is relevant to them?
  4. It is hard to explain what you want.  It would just be easier to cut out the middleman and do it yourself.  
    If you hire a copywriter, describing your business to the customer becomes a two-step process.  First, you have to tell the writer what message you want to convey to the customer, and you have to provide enough information about your business to allow your writer to do the job.  Second, the writer has to use that information to draft the content that will not only attract visitors to your site, but will also persuade them to become paying customers. Consider this:  If you think it is difficult to explain your ideas to a copywriter whose ultimate goal is your success, how are you going to be able to deliver your message adequately to the potential customer who could easily choose your competitor? 
  5. It costs more to use a professional.  
    Assuming you have access to free or low-cost labor--yourself, an employee, an intern, or a relative--you will likely be able to shave hundreds of dollars off of the initial cost of your website by forgoing professional copy.  Before you are tempted to cut corners, ask yourself what the ultimate cost may be.  Is your low-cost writer well-versed in SEO strategies?  Is he or she familiar with the psychology of sales?  Is he or she a creative and talented writer who can persuade your marketing demographic to take action?  If the answer to any of these questions is no, then will the money you save during development make up for the lost profits from potential customers who slip through your fingers?

. . . And 5 Reasons You Do.

  1. Effective writing takes time.   
    It takes a lot to run a business.  You have goals, meetings, deadlines, tasks, and obligations that simply cannot be set aside while you try to write your website content.  Far too often, a website languishes in cyberspace, awaiting content that just does not seem to be a priority in the face of urgent business tasks.  By hiring a copywriter, you turn the project over to a specialist dedicated to creating professional content as quickly and efficiently as possible.
  2. It is hard to kill your babies.  
    In the early twentieth century, British author Sir Arthur Quiller-Couch said that the way to develop an effective writing style is to "murder your darlings."  For most writing, this means brutal editing is key.  If you have spent hours slaving over the perfect turn of phrase, if you know firsthand the time and dedication you have taken in writing your web copy, it can be hard to assess it with a critical eye.  Extraneous information remains, which can be distracting for your visitors.  Though it seems contradictory, hiring a professional writer actually gives you greater control over your content.  It is a lot easier to take a hatchet to the work for which you paid than it is to destroy the fruits of your own labor.
  3. A little distance goes a long way.  You know your business inside and out.  You know what you do, how you do it, and why you are the best in your field.  Sometimes, whittling all that information down to the basics and providing your customers with only the information they need and want can be difficult.  You may simply be too close to the subject.  Hiring a professional writer gives your content objectivity and perspective.  Instead of getting lost in  details, your visitors quickly find the information they need.  Armed with information, they act on it, becoming not just visitors, but customers.
  4. Your business deserves a voice.  
    A beautifully designed website devoid of quality content does nothing more for your business than an empty office inside an exquisite store front.  Your website needs more than curb appeal.  It needs a unique, consistent voice that distinguishes your business from your competitors.  An effective writer combines the search engine optimization strategies that help customers find your site with the clear, persuasive content that engages human readers.  A professional writer not only ensures that your voice is heard, but makes certain that it is a voice worth hearing.
  5. Professional experience breeds professional quality.  
    In every important endeavor, we rely on experts and specialists for the best result.  When it comes to our cars, our homes, and our health, we turn to the experienced professionals who can make sure everything is well maintained and functioning properly.  Why should your business be any different?  Hiring an experienced, professional copywriter is imperative to creating content that reflects the quality your business delivers.

As a full-service web development company, Webdexterous staffs a dedicated copywriter.  Using our writer to create your content streamlines the process of developing your site.  You have one point of contact for support and invoicing, and you can be sure that your designer and writer work closely together to achieve your vision.