Well, I’m glad you asked.
Copywriters are the experts at giving your website a voice.
When you’ve knocked off work for the night your website should still be attracting visitors, giving out information and selling your organisation or business.
It does that by featuring keywords to rank you high enough on Google so people can find you, using great copy (or text content) so people stay looking around your site and highlighting your point of difference (or Unique Selling Propostion, USP) so visits convert to sales.
And like an idealistic Bronte sister expressing the exquisite sting of unrequited love, the effective use of words is vital.
But why wouldn’t you write your copy yourself? After all, you know your business better than anyone else.
Well, of course you could…but it’s the same as thinking “Why wouldn’t I service my own car?” when you’re a hairdresser, or “I should really give myself a haircut” when you’re a mechanic.
As with any task, you hire the right people for the job.
In my previous life I managed a large heritage property where I became a jack of all trades and master of none.
I quickly learnt to recognise the jobs I could do myself, like chook pen repairs; and those I had to call the experts for, such as removing deadly snakes.
Occasionally, if I had the time, budget and inclination, I would enrol in professional development courses - such as the Venomous Snake Handling Course - in order to learn the skills myself.
But as much as we would like to become the expert for every aspect of our business, unless you have loads of spare time on your hands, it’s simply not possible.
You need to free up your time to do what you do best – run your business.
Well, that’s one of the things we’re good at.
A great copywriter can quickly get under the skin of your business and will identify the online marketing message your customer wants to hear and the image you want to portray.
In other words, a copywriter can make your website speak to your customers; and your online advertising is working 24/7.
What do you mean by “speak to your customers”? Click on a website – any old website – and look at the copy. Do you read the words in your head? Do you want to read on? Will you remember what you’ve read in an hour? What answers would you want a visitor to your website to give if asked the same questions?
No matter your industry, a great copywriter has the tools to build your copy. This is how we do it:
Research and develop your website’s keywords
Drafting creative and effective copy (targeted at both Google rankings and visitor engagement) for you to review
Conduct a short interview (preferably face to face, but also via Skype or email) to get a grounding in what exactly it is you do.
Putting into words your point of difference (aka Unique Selling Proposition or USP)
Note this last point; a great copywriter will help you articulate your USP…and let’s face it, if you can’t effectively explain what it is, why would your visitors want spend their money with you?
Still not convinced you need a copywriter?
Well, also consider how having an external view of your business can help.
You know every intricate aspect of your business; but can you effectively communicate the key message to your customers without getting bogged down in detail (remembering that small window of opportunity you have to grab people’s attention online)?
Having an “outside-looking-in” perspective is the best, and freshest, way of creating the voice of your website.
Why is a different perspective important? Well…did you hear the one about the guy who opened a swimming pool and advertised his business as an “Aquatic Centre” but still wasn’t getting the website hits he wanted? By taking a fresh look at his marketing, we discovered he was missing the 90% of people who were searching online for the words “swimming pool”. – Yep, this is a true story!
A fresh perspective also allows your website to say more, with fewer words.
But the best bit is that once your website has a voice it can sing from the rooftops!
Every time you need a press release, to give a business presentation, go to a networking function or print promotional literature, your great copy is written and ready to go.
In addition, once your website has a voice, it is much easier to update what its saying.