Whether you’re an established small business owner or you’re trying to get a startup off the ground, you’re more than likely wearing a lot of different hats in your business. From finances to marketing, sales to product development, there’s a lot of responsibility on a business owner’s shoulders.
One task that’s usually underestimated in terms of time, effort, money, and general pain-in-the-butt-status is creating your company’s website. This is particularly true when it comes to writing your website’s content.
For many people, writing the copy for your website is fun and creative, but for others it can be super stressful and involve sitting staring at a blank screen for hours.
We’re going to go ahead and get this out of the way quickly: your website should not be written by you.
Thanks to web design templates and DIY website builders like Squarespace, the website design process has been demystified, and there are plenty of tasks that you can complete by yourself if you really want to.
But writing website content isn’t one of them.
We get it, we do, it’s great to save money by DIY-ing it – I mean, you’ve written blog posts before. How hard could it be?
Plus, it’s so difficult to find a good copywriter who not only gets you what you do, but can write how you want them to! But we’re still sure that you shouldn’t write your own content, and today we’re going to tell you why.
Here are five reasons you should never write your own web copy – regardless of how good you think your writing is.
You need an outside perspective to attract new business
Every company is in its own little bubble, either within its industry or the business itself – this isn’t an insult. You’re surrounded by people who work with you, or who work for you, every day. Your email is flooded with emails from industry leaders, and you only make contact with people within your niche.
It’s a bubble.
What does this mean for your copywriting?
It means that you’re too close to the subject. Your business is so enveloped in its unique bubble that you won’t be able to make unbiased or even rational decisions when it comes to your copy.
When we’re writing about subjects we’re heavily involved in, our language can be full of jargon and industry-speak, which will make your website’s messaging confusing and complicated for your audience.
If you write your own copy, you’re going to be writing with rose-tinted glasses, and your writing will only reflect your own personal bias. This means you can alienate your audience before they’ve even figured out exactly what you sell.
A good copywriter will figure out what your audience wants to know about your company to buy from you/book in for a call as quickly as possible, and avoid using any head-scratching jargon while they’re at it.
You’re the helpful guide, not the hero
As odd as it sounds, your website isn’t about you – it’s actually about your customers.
When you write your own copy for your website, it’s easy to fall into the trap of positioning yourself as the hero. Everybody loves to be the hero of the story, but unfortunately, your customer is the hero in their own journey – and your website should be all about them.
You are the guide who gives a powerful and simple message to the hero. You’re there to help guide the ‘hero’, your customer, by giving them the solution to their problem.
When you hire somebody else to write your copy, they’ll be able to write from this perspective a lot easier than you will (just because they’re not as emotionally invested in the business).
That way, you can get a website that resonates with your audience, creating a more compelling call to action, which ultimately means you’ll get more conversions (i.e. more paying customers!)
Good website copywriting is more than just sales pitch
Focusing solely on the solution(s) they’re selling is one of the biggest obstacles business owners have to get past when trying to write their own website copy.
You can write your copy yourself and be super clear about what you’re offering and how it can help others – but sometimes you’re not addressing the actual issues customers think they have.
Engaging, persuasive copywriting addresses and overcomes readers’ problems, questions, and fears – it doesn’t just sell.
A professionally-trained copywriter will be able to get to the bottom of what makes your audience buy. They’ll know the right questions to ask to get a deeper look into your customer persona’s motivations.
A professional copywriter will be able to use all of that info to write website copy that’s framed towards fixing those problems, answering those questions, and alleviating those fears.
You hide the real you
Whether you’re just not a shout-it-from-the-rooftops kinda business owner, or you’re not sure what your unique selling point is – some business owners can struggle to convey their company’s real brand personality online.
If you’re not a natural storyteller, or simply have never tried writing website text before (it’s trickier than it sounds!), you might find it difficult to show off your company’s personality, authority, and empathy in your copy.
Your customer is desperately looking for a solution to their problem, and your service or product is the answer they seek.
Knowing what needs to be included on your website (and what needs to be left out) is something only an experienced copywriter can achieve.
They can help you write some personality into your copy, so your audience gets a feel of who they’re talking to – simply by reading your website. Some business owners can’t quite do this, and their writing might come off as a bit robotic.
You’re not an experienced copywriter
Experience beats everything. It doesn’t matter how many courses you take and how qualified in your area you are. Education and knowledge will never beat an experienced copywriter.
When a copywriter has been working a long time in the industry, they understand what writing, reviewing, and fine tuning good copy actually takes. This can only be achieved over time. If you’re running a small SaaS company or even a local sporting goods store, you probably don’t have the experience needed to write like an expert copywriter.
People hire you because you’re an expert in your niche, but they wouldn’t hire just anyone to do what you do. Trust an expert copywriter to help you with your web copy.
Other than knowing how to actually write website copy that connects with your audience, a pro writer also knows how to write to be as Google-friendly as possible. They know how to layout the text to be designer and developer-friendly.
Now, we’re not suggesting you go out and hire a full-time, in-house copywriter (but you can if you really want to).
But, if you want to make sure your site’s message and content are clear and understandable, you should definitely consider hiring a professional writer for your new website.
It doesn’t matter if your website is a simple one-page website, or a complex membership site for clients to log into and complete online courses. It’s still there to represent who you serve and what you stand for.
Your website is usually the first impression potential clients have with your business, and first impressions are always the most important.
Don’t make the mistake of spending time writing your website yourself only to confuse your visitors with unclear messaging, spelling mistakes, or a bunch of info customers don’t care about.
Hire a good copywriter – because good copy sells, and you won’t regret it.
If you want some help figuring out how to get the best copy possible for your website get in contact with us today. We’d love to help!