The Value of a Good CopyWriter

I recently completed a web project where the client was very focused on the designs, but not "copy" or text. When we encouraged the client to work on the copy, they thought "oh, no problem - we'll get this done quickly." It ended up that the design was completed several weeks, er, months before the copy was ever ready.

But copy is so important! Clever, meaningful, well-placed words can make the difference in a purchase...or not. Ever read a print ad for Disney, Nike, or even Tiffany's? Or how about a great travel magazine like Conde Naste? Notice how the words are inviting, pulling you in, and getting you to feel and possibly act on your emotional response. Do you believe those words are written by the CEO? Or even a VP? Not a chance! They are written by some of the best copywriters and/or journalists in the world.

One of the stumbling blocks that entrepreneurs, small business executives and non-profit staff often encounter in creating copy for a web presence is that they are forced to think about the company in a differentiating way. With the possibility of hundreds, if not thousands of people visiting the web site, these statements can make or break the site visitor experience. That is why we highly encourage clients to hire professional copywriters. Below are a few additional reasons.

It Is Hard to Find the Time to Write the Copy Yourself
Many of us have a hard time sitting down to write checks to pay bills. Imagine sitting down and summarizing what you want to say about your business! And if more than one busy person must be involved in this exercise, coordination can become exasperating. By sitting down with a professional copywriter you can provide all of the key information once, maybe twice, and leave "the driving" to them.

A Professional Copywriter Has a Tried and True Process
I recently hired a copywriter to help rewrite my own web copy. Being a frequent journalist and business editor, I initially thought I could write the copy myself but it was just too hard to express my thoughts in the right words. When we met, I was thrilled with not only her process, but the depth of the questions that she asked me! I had to go away and really think about what I wanted to leave site visitors with, and how do I get that meaning across to her. That actually was my first test in whether what I truly wanted to say made sense, and could it clearly be articulated via my web site. By spending this quality time thinking about my vision, processes and brand, and supplying her with materials that supported these thoughts, I was freed from the task of identifying the right words and messaging too! That was her job!

A Professional Copywriter Can Unify the Tone of Your Messaging and Help Build Your Brand
If you are operating your business AND writing the copy too, you are probably writing only as time allows. The result may be jumbled concepts and varying tone in your messaging. Hiring a copywriter will guarantee that the tone of your messaging will be consistent and clear which goes a long way in reinforcing your brand.

Professional copywriters can range in prices from $60/hour on up. While design is a crucial aspect of your web presence, do not dismiss the importance of using the right words and messages to support that design. Your investment will go a long way!