Your website is designed. It looks great. But the content has become a Mount Everest-sized obstacle. What to say and how to say it. Who knew it would be so hard?
Those blank web pages are calling out for clever words. Lots of them. You may have received an A in high school English, but you’re at a loss when it comes to writing sales copy for your website.
What’s the best way to get over your case of writer’s block? Call a professional copywriter. She’ll get the job done right and usually a whole lot faster than you will.
An experienced website copywriter will craft text that is search engine friendly, which will help to generate traffic for your site. At the same time, she’ll make sure the text is persuasive, encouraging visitors to become customers.
Since your website is likely to become an important marketing tool for your company, its quality will have a direct affect on your success. Just as you’d seek out a specialist to assist with a medical problem or a homeowner project, you’ll get a better outcome if you hire a professional writer rather than taking the DIY route.
Here then, are 10 tips for working with a freelance website copywriter to ensure the best possible results:
Your information will help the copywriter to see the big picture. Answer her questions. Define any jargon. You’re an expert in your industry, and she’s trying to get up to speed. The better she understands your company, the more likely her copy will be on target.
What is your goal? Do you want the website copy to generate leads, build your brand or sell product right off the site? Your answers will affect the content, especially the call to action (what you want the visitor to do after reading your copy).
What makes your company unique? How are your products superior to the competition’s?
While you may prefer to not mention your competition by name, a skilled copywriter can sell against them by highlighting your product’s superiority in certain areas and by raising questions that the consumer should ask before making a selection.
If you have any ads, brochures, sales letters, press releases or promotions, review them with your copywriter. Identify any concepts that you’d like to include on the website. Are there certain phrases or details that have become associated with your brand and should therefore always be used?
Copywriters are not mind readers. So the more information you provide, the better prepared she’ll be to write your copy.
The people in your organization are experts. Allow your copywriter to interview them in person or by phone or email.
The information they provide will give your writer a deeper understanding of your company. That means your copy will be factual and not just fluff.
Sure you can pressure your copywriter for a fast turn-around on the copy, but do you really want a rush job for content that could remain on your website for months and possibly years?
Ask the copywriter how long he needs, and then work from there. Quality is more important than speed.
While most professional copywriters will be able to provide you with a first draft of copy that’s close to what you had in mind, most likely it will still need some fine tuning. Revisions are an important part of the copywriting process.
Most copywriters include revisions in the rates they quote. However, if you change direction or deviate from the parameters you agreed to at the beginning of the project, you may be asked to pay an additional copywriting fee.
When your website copywriter asks you to review the copy, read it closely. Every word. Then make specific suggestions for any changes. Explicit feedback will help ensure the next copy draft is on target.
Be receptive to the copywriter’s suggestions as well. She may have a reason for why she wrote things the way she did, and that could influence your revisions.
Once you’re happy with the way the copy reads, let the copywriter know you’re pleased. Beyond making her feel appreciated, you’ll be helping to define your preferences, which could be useful down the road when working on future copywriting projects.
You own the website copy your copywriter wrote. Look for different ways to use it. Can some of the content be used in sales letters or proposals? Can you lift a paragraph for an ad?
Using the same copy will create consistency across your brand and help spread the costs of your investment in copywriting over multiple projects.
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