If you’re about to have a new website created – or refresh an existing one, you’ll brief a professional web designer. You’re likely to use a professional photographer – or use library images that have been taken by a professional. But what about written content? Who’s going to draft the sparkling prose that will engage and persuade your visitors? Will you take on the task yourself or brief a professional copywriter?
As a copywriter myself, you won’t be surprised to hear which side of the argument I come down on! Here are my top x reasons why it’s best to use a professional copywriter to draft the words for your website:
- They’ll write from the correct perspective: Being external to your business, a copywriter will see things from your customers’ perspective – rather than yours or one of your staff. This means they’ll be better able to describe your service or product and its benefits, creating copy that will really engage with your target customers.
- They’re freer to ask questions: Because they’re not an employee, it’s easier for a professional copywriter to ask questions that may arise when writing about your business: questions that a staff member might find awkward or hard to ask of colleagues.
- They’ll use the appropriate tone of voice: The way your website speaks must reflect your brand, the culture and values of your business, and match your customers’ expectations. A copywriter can ensure your tone of voice is consistent across all marketing collateral – including your website. They’ll follow tone of voice guidelines if you have them, and help you draw them up if you don’t.
- They’ll go the extra mile: Copywriters love playing with words. An experienced professional will go the extra mile to find just the right words, phrasing and tone for your new website.
- They can refresh & recycle existing content: If the text on your existing website has got a little tired or dated, you might not need to throw it out and start over. A professional copywriter can refresh it to give it a new lease of life.
- A website is more powerful when design & text work together: Your website will employ visual and written media, and messages are delivered more effectively when graphic design, images and words are created alongside one another. This is something that will happen naturally when your designer and copywriter work closely together.
- Copy will be a perfect fit: Another benefit of developing design and written content in parallel is that approximate wordcounts for body text can be agreed in advance, which means that draft text will fit well first time around, rather than needing lots of cutting and editing later on.
- You’ll avoid delays to your new website: Website projects can often be held up due to a delay in written content. As already mentioned, designer and copywriter should ideally work alongside each other, but if you do find you need content in a hurry, most copywriters are able to write with ease and speed – and they won’t have the everyday distractions that are likely to affect you and your staff.
Each month, Deep is offering a limited number of FREE web copy reviews. We will ask you to answer a few simple questions about your business, your customers and your products or services. We’ll then undertake a 1-hour review of copy on a couple of your key web pages, providing you with top-line feedback and advising you of any areas where we recommend attention.
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