It’s your business, right? You know it best. So . . . you should write about it. Right?
You do know your business best, but unless you are a professional copywriter, why would you write your website content?
I love photography, especially great headshots. Yet, in every selfie I take, I have seven chins. So, I hire a photographer. And, she nails it.
It’s easy to fall into the “I can do it all” trap. We all write, to a certain extent. We talk about our businesses all the time. Why shouldn’t we write about them? Because you’re not a professional and your website is your magic bullet. Don’t you want to give it to a magician? I would.
Think about it. What do you do when you surf the web? How long do you spend on any one page? Nanoseconds. What compels you to take action?
Great web copy.
Look, I know you’re an expert at your business. But, can you write copy that:
- stops readers in their tracks,
- compels them to take action,
- to fill out a form,
- to pick up the phone, or
- to whip out their credit card?
Well, can you?
You’re the resource for the copywriter; you’re the nuts and bolts because it’s your amazing services she’s singing the praises of. It’s your incredible business he’s selling. It takes one second to click on your site and say “Him. I want to work with him.” All because of the captivating words about your business written by your copywriter. I promise.
Having a good copywriter is essential. Here are three of many reasons (and you can thank me later):
1. You are too busy!
This is the number one reason to hire someone else. You are running a business. Quality content takes time. You can’t knock out a dazzling landing page on your coffee break. But you work for yourself, you say? Even more reason to offload this task. Are you losing sales by taking this on? Don’t let copywriting hold you back. An experienced writer will get the job done well and quickly. But you have free time, you say? Really?
What aren’t you doing while you are agonizing over that copy?
Do what you love.
And, hire a copywriter to do what they love. Win-win, and convert more prospects at the same time. It shouldn’t hurt to launch great copy.
2. Online content is different
“But, I’m a good writer,” you say. You may be. Copywriting is not academic writing or even journalism. The style you learned in high school or college is not what works online.
Online, less is more. You know and love everything about your company, but your customer doesn’t need the soup-to-nuts. When you love everything, how do you know what to cut?
Professionals bring an objective eye, focus on benefits to the customer, and can help you make hard decisions about what not to say. Copywriters also fit keywords and SEO into your content without letting it take over. This is not easy for advanced writers, let alone beginners.
3. Website copy is strategic
Your content must tell a story. Your site should lead prospects towards an end goal, which is predetermined as a value-add for your business. This mini-journey has only the steps necessary to get to the goal. Nothing more.
Any tangents will reduce the likelihood of a conversion. You’ll lose them. How many times have you clicked off a site because you lost interest? Only the value-add journey. Your copywriter will know how to create this.
Professional writers put together content that actively leads users through a specific funnel that results in a newsletter sign up, call or sale. They know how to write a heading to pull someone in, and a call to action to close the deal.
So, there’s no excuse now. You see why you need a copywriter. Don’t put it off any longer. Your competitors are doing it, or worse, have already done it and are kicking your butt with higher sales. Your livelihood depends on it. You’re great at what you do, now go hire a killer professional copywriter. And watch your business grow.