FIVE TOP REASONS TO CHOOSE A COPYWRITER FOR YOUR WEBSITE
TOP 5 REASONS TO GET A COPYWRITER (AND WHY DIY WON'T WORK)
If saving time and money are important to you, if your English grades were below par, and if you don't know how to promote yourself, then DON'T write the copy for your website!
1) Experience. Good copywriters not only know how to write in perfect English, they also know how the web works, how to prepare sales copy, the importance of keywords and how to use them. Choosing the right copywriter from the hundreds of "experts" on the internet depends entirely on the expectations you have for your site. Just as websites range from high-tech interactive, gaming and multimedia to simple information brochures and basic e-commerce sites, copywriters come in all shapes and sizes. Their skill set will vary according to their experience, background, personal education and knowledge, so do your research, ask to speak to recent clients and don't rely on their online testimonials or Google reviews.
2) Eye for detail. When I started out as a website copywriter five years ago I deliberately typed misspelled words into Google. Phrases included: "Stationary and Website Design", "Accomodation", "Pubic Relations" and my favourite "Copywrite 2005". Bingo, a business was born. No-one is perfect, myself included, and it seemed cruel to make money from people's mistakes. But once I'd diplomatically pointed out the errors I picked up work. From there on in I had to rely purely on skill! A half decent copywriter can pick a typo a block away and want to do something about it. Don't risk alienating potential clients and customers by leaving errors or incomprehensible copy on your website. While perfect spelling might not be high on your list of priorities for your website, poor grammar and spelling could be interfering with your messages.
3) Speed. Once you've decided to go online it's likely you want it all done yesterday. Here's where a professional copywriter can make a difference to the time it takes to get you up and running. A quick turnaround in content preparation will have you connecting with customers sooner than if you tried to do it yourself. Don't waste time agonizing over sentence structure, checking the thesaurus and reworking copy.
4) Value for money. The price for copywriting varies wildly from the overpriced and overhyped writers to the bargain basement offerings from developing nations. There is a happy medium that doesn't charge exorbitant rates for original and unique copy. The bulk of copywriters fall into this category. We just want to make a decent living doing what we do best. Overinflated prices for poor work won't lead to word of mouth recommendations, repeat work or referrals. Going offshore might save a few dollars but it's unlikely to be original, will need serious editing by a professional, and fail to resonate with your target market because it has not been written by a local.
5) It's hard to promote yourself. Unless you're Donald Trump then talking about yourself doesn't come easy to most people. Writing about yourself is even more challenging. A professional copywriter can take an external view of your business, analyze your competition and then create copy that positions your online presence in a positive, objective way. They will write about aspects of your business that you take for granted, including points of difference, unique selling propositions, customer service and your personal commitment and passion. As a business owner you intuitively know it is all there, but a copywriter will expand upon it, highlight the good bits and minimize the negatives.
Taking shortcuts or a cheapskate approach to copywriting is akin to DIY graphic design and SEO. It shows. Getting it right the first time not only saves time and money but the end product will look polished and professional, and word perfect.
Nikki Cripps is the owner and operator of http://www.wordsforwebsites.com.au, a copywriting service for small businesses based in Sydney, Australia
If saving time and money are important to you, if your English grades were below par, and if you don't know how to promote yourself, then DON'T write the copy for your website!
1) Experience. Good copywriters not only know how to write in perfect English, they also know how the web works, how to prepare sales copy, the importance of keywords and how to use them. Choosing the right copywriter from the hundreds of "experts" on the internet depends entirely on the expectations you have for your site. Just as websites range from high-tech interactive, gaming and multimedia to simple information brochures and basic e-commerce sites, copywriters come in all shapes and sizes. Their skill set will vary according to their experience, background, personal education and knowledge, so do your research, ask to speak to recent clients and don't rely on their online testimonials or Google reviews.
2) Eye for detail. When I started out as a website copywriter five years ago I deliberately typed misspelled words into Google. Phrases included: "Stationary and Website Design", "Accomodation", "Pubic Relations" and my favourite "Copywrite 2005". Bingo, a business was born. No-one is perfect, myself included, and it seemed cruel to make money from people's mistakes. But once I'd diplomatically pointed out the errors I picked up work. From there on in I had to rely purely on skill! A half decent copywriter can pick a typo a block away and want to do something about it. Don't risk alienating potential clients and customers by leaving errors or incomprehensible copy on your website. While perfect spelling might not be high on your list of priorities for your website, poor grammar and spelling could be interfering with your messages.
3) Speed. Once you've decided to go online it's likely you want it all done yesterday. Here's where a professional copywriter can make a difference to the time it takes to get you up and running. A quick turnaround in content preparation will have you connecting with customers sooner than if you tried to do it yourself. Don't waste time agonizing over sentence structure, checking the thesaurus and reworking copy.
4) Value for money. The price for copywriting varies wildly from the overpriced and overhyped writers to the bargain basement offerings from developing nations. There is a happy medium that doesn't charge exorbitant rates for original and unique copy. The bulk of copywriters fall into this category. We just want to make a decent living doing what we do best. Overinflated prices for poor work won't lead to word of mouth recommendations, repeat work or referrals. Going offshore might save a few dollars but it's unlikely to be original, will need serious editing by a professional, and fail to resonate with your target market because it has not been written by a local.
5) It's hard to promote yourself. Unless you're Donald Trump then talking about yourself doesn't come easy to most people. Writing about yourself is even more challenging. A professional copywriter can take an external view of your business, analyze your competition and then create copy that positions your online presence in a positive, objective way. They will write about aspects of your business that you take for granted, including points of difference, unique selling propositions, customer service and your personal commitment and passion. As a business owner you intuitively know it is all there, but a copywriter will expand upon it, highlight the good bits and minimize the negatives.
Taking shortcuts or a cheapskate approach to copywriting is akin to DIY graphic design and SEO. It shows. Getting it right the first time not only saves time and money but the end product will look polished and professional, and word perfect.
Nikki Cripps is the owner and operator of http://www.wordsforwebsites.com.au, a copywriting service for small businesses based in Sydney, Australia
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