It’s your business. 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 web copy?
I love photography, especially great headshots. Yet, in every selfie I take, I have seven chins. So, I hire a photographer. And, they nail it.
It’s easy to fall into the “I can do it all” trap. You have to write about your businesses to some extent. Why shouldn’t you 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 what you do when you surf the web. How long do you spend on any one page? Mere seconds. What compels you to take action on a site?
Great web copy. Powerful words.
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 hand over their email address,
- or to whip out their credit card?
Well, can you? If you can, then go forth and prosper my friend.
Otherwise, be the resource for your fabulous copywriter, because she’s singing the praises of your amazing services and he’s selling your incredible business. When prospects come to your website, they will not pause, they will not click away. In seconds, they’ll say “Yes, I want to work with them!” All thanks to the kick-ass copy written by your very own 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!
Time is the number one reason to hire someone else. Quality content takes time. You can’t create a killer landing page that converts on your coffee break. Just because you work for yourself doesn’t mean you have the time.
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. It shouldn’t hurt to launch excellent 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 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 necessary steps to get to the goal. Nothing more.
Tangents will reduce the likelihood of a conversion. How many times have you clicked off a site because you lost interest? You only want the value-add journey. Your copywriter will know how to create this.
Professional copywriters create 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.
There’s no excuse now. You see why you need a copywriter. Don’t put it off any longer. Your competitors are working with copywriters. Your business depends on it. You’re great at what you do, now hire a professional copywriter. And watch your business grow.
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