Do I need a website copywriter? What is copywriting and how does it work?
If you're considering a new website build or a big overhaul, you might be asking yourself whether you need a copywriter. What is copywriting anyway, and how does the process work?
I've answered some common questions here to help you weigh up your options.
Let's get right to it.
What is copywriting?
A common misconception is that the cost of copywriting is tied to the number of words. In reality, it's about so much more than words.
A copywriter doesn't sit down at the keyboard and know what to say and how to say it. What they write will depend on who they're writing to (your clients or customers), what you have to say and how you want to make people feel.
Copywriting is writing with intent. It's writing with a specific goal or action in mind, and writing in a way that encourages the right people to take the next step.
That means understanding and communicating the benefits of your products or services, telling your story in an engaging, appealing way and tapping into your clients or customers emotions, values and beliefs to connect with them.
Do I need a website copywriter?
Anyone can learn the principles of copywriting — there are some definite dos and don'ts and there are plenty of templates and guides available online.
If you are a confident writer, if you have the patience, the time and enough objectivity to see the woods from the trees in your own business; you could write your own website copy and do a great job.
In my experience, freelancers or small business owners choose to work with a copywriter for one or more of the following reasons:
They're too close to the project — they need a fresh perspective and a sounding board
They've got too many ideas. They're not sure where to start or what to prioritise
They just can't find the words to sum up what they do or what makes them different
It's time for the next phase or something new, but they can't do it on their own
They need more time to think and plan. Outsourcing to a copywriter gives them freedom
The feedback that I get from my clients after we've worked together usually centres around confidence. To see themselves or their business reflected back in my words makes them feel like the real deal.
They tell me it makes them feel like a real business owner — which they always were, of course, but now they can see it written there in my words. Their words, now.
What would a copywriter need from me?
Copywriters ask lots of questions.
Your copywriter might send you a questionnaire or workbook, arrange a call (or several) with you, ask to speak to some of your clients or customers, and/or ask you for a detailed brief.
They'll want to cover all the following in at least some detail:
Your objectives for the website — how do you intend to use it and what do you hope to gain from investing in it?
Your clients or customers — who are they and, crucially, what problems do they have?
Your work or products — what do you do and how you do it?
What your clients or customers say — what questions or feedback do they have?
Values and beliefs — what guides your choices and your work?
Your backstory/the company's — how did you get to where you are now?
Industry, competitors and partners — where do you fit and how do you want to position yourself?
Your copywriter will do some of their own research but they are relying on you to inform them, to guide them and to point them in the right direction.
No one knows your business and your clients or customers like you do — think of yourself as the bridge between your copywriter and your audience.
What should I ask a copywriter before hiring them?
It's important to find the right freelance copywriter for you. We all have different experience, our own specialisms and a unique process.
Before you make a firm decision, ask the following questions:
Are you familiar with my industry?
Can I see some examples of your work?
What's your process or workflow?
How many revisions does your rate include?
When can we expect to have this done?
Beyond that, personality and communication are key. If you find someone that you click with who gets you and your business and makes you feel comfortable and understood, you'll get a better end result.
What's next?
Now that we've covered working with a copywriter, you might have questions about hiring a designer. Copy and design go hand-in-hand so if you're considering outsourcing both, you'll need to make sure the briefs align.
This is one half of a two-part series created in collaboration with copywriter Sophie L. read the other half next month for answers: The 6 key pieces you should pull together before you design your website (or have it designed).
