Who should write my website content?

We look at four copywriting options, because the right words matter 

Your business is going places. You know that. And you know a decent website is the rocket that will launch it straight into those as-yet-unreached spaces. 

You may even have an idea of the perfect website in your head: All smooth navigation and crisp images. But have you thought about the finicky business of verbs and nouns yet? Because the words you choose are just as important as the images you use.

You need sentences that will grab potential customers by the lapels and won’t let go until they’ve clicked on the link that says: “let’s do this, let’s do business together”. 

Copywriters are the people who wrestle with words until they do that. Until they flow and punch and sizzle. Until ideas seamlessly lead from one to the to the next, then to action. But what kinds of copywriters are out there, and what’s the right fit for your business? Let’s look at your options.

It can’t be that hard: what about doing it yourself?

She’ll be right” and no.8 wire is in your blood. 

You prefer knocking something together yourself to paying someone. And we get it: as owner or marketing guru of your company, no one knows the business better than you do. And you don’t have to chase yourself up. 

Maybe you or someone on your staff is even a bit of a wordsmith, which might mean DIY-ing sounds like the right choice for you for you... 

Just remember there’s a lot that goes into a project like this: things like headlines and phrases that sell ideas, calls to action, search engine optimisation (SEO)… you get the idea.

A word to the wise

Keep in in mind that even proof readers need proofreaders. 

We all make the odd typo which can seriously distract from the perceived quality of your product or service. 

Professional proofreaders – or at the very least your English-teacher mum – are there to keep things classy.

I’ve got staff for that

If you’re using existing staff who don’t have content writing in their job description, bear in mind they’ll be tied up with this project.

Can you spare the team member in question or would you have to hire someone else to keep up with their normal workload? What happens if you need additional web content, like regular articles to stay ahead of the competition? What happens if they get writer's block?

I already have in-house writers

You’ll want to make sure they’re up to date with current web-writing trends and standards: things like best-writing practice and SEO.

Writing for the web can be a different beast to writing for print or other channels.

If you’ve decided your team has many talents but writing for the web isn’t one of them, hiring a professional writer is the way to go. Let’s look at who these professional writers are.

1. Freelance writers

More and more people are working from home and the internet brings these writers to our doorstep. You can now even hire someone in a different time zone who will get cracking while you sleep. Sounds pretty sweet, eh?

Most freelancers are flexible with their time and offer competitive rates. Just remember that if it sounds too good to be true, it probably is. 

That writer offering to do your website for a few bucks may not be able to give you the competitive edge you need. Be sure you speak to former clients and get work samples before making a decision. 

Quality freelance writers are out there, although it might be challenging and time-consuming to find one that’s the right fit for you. Most business owners who know a great freelancer will hang onto them, so word-of-mouth referrals tend to be how freelancers get new clients.  

While you might enjoy building up a relationship with one writer over time, the flipside is that one person can only do so much and might not be available for follow-up writing projects.

Keeping a freelancer interested and engaged is also up to you.

2. PR agencies

PR agents fulfil a variety of roles and while writing is one of them, their focus is communicating your messages to stakeholders.

That is, PR agents aim to get media outlets – TV, magazines, that sort of thing – to talk about you and voila: free publicity. They see their role as setting up connections for you – kind of like a chaperone in the days when you couldn’t just go up to someone and introduce yourself. “Elizabeth Bennet, meet Mr Darcy”, that sort of thing. 

Bottom line: whether you hire a PR agency will depend on your business goals, marketing budget and where you are in the process of promoting yourself.

3. Content agencies

Content agencies like BizStory specialise in – you guessed it – content. We’re the call-to-action guys: the ones who spur action from customers through tailormade content.

The best of both worlds

Agencies like ours are at home in both worlds of copywriting and marketing. We need to know about both to help you create a strong brand identity that makes your website stand out and to drive results.

Staying up to date

Because content writing is our bread and butter, we’re always up to date on web-writing trends and best-writing practices. Our carefully-chosen words trigger better search engine results and we continually aim to lead the way in web writing.

Teamwork is key

We work as a team, so your project benefits from the creativity and strengths of numerous people. Our writers are encouraged to think outside the square so your website stands out in a sea of blandness.

Because all the writing is done under supervision – somebody else’s supervision – you don’t have to manage writers or keep them engaged, keeping you free to focus on pressing business demands. And you’re a part of our team, signing off on key stages of the process.

If this sounds like the way to go, chat to us now to learn more about creating a website that turns website visitors into customers.

Image courtesy of David Cruz


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