Not sure what words belong on your interior design or lifestyle website? Here’s how a copywriter can help.
Writing a website is no small feat.
You want a website you can be proud of. And you need a website that brings in quality leads so you can focus on more dream projects and grow your business. There’s a lot riding on these website words! And that pressure can derail even the best writers. We stare down the blinking cursor, punching the ‘delete’ key again and again because nothing sounds quite right.
Eventually, your new website plans become another forgotten tab on your laptop, cause you’ve got too many other tasks on your plate.
If you’re struggling to write your website content, you’re not alone.
In fact, many businesses and entrepreneurs choose to outsource their website content to professional website writers. Today, we’re digging into:
how a professionally-written website can boost your business
how to tell if you’re ready to hire a copywriter, and
three reasons it might be wise to DIY your website words for now.
So, let’s start with the basics:
Can I hire someone to write my website content?
You already know a web developer or designer builds websites and makes them beautiful, but…who writes the words on a website?
That would be a copywriter.
Simply put, a copywriter is a writer who specializes in sales writing and marketing psychology.
And yes, you can absolutely hire a copywriter for your website words. Not only will they take the job off your already-full plate, but a website copywriter is a marketing expert. They know what words belong on your website, and how to use them effectively.
How do I find a copywriter for my website?
As the online marketplace grows, you’ll find thousands of copywriters in various online spaces. There are skilled writers on freelancer sites like UpWork, but it’s often overwhelming to sort through the endless profiles. And you want to make sure you’re hiring a skilled, seasoned writer who can give you the results you want.
After all, your website is the digital storefront for your business. You deserve to partner with a pro who has the experience, training, and skills to deliver quality work.
Here’s how I’d recommend finding a copywriter for your website:
Ask around. Have friends or colleagues who’ve recently updated their website? If they’re happy with the process and you like the end result, ask for a referral.
Check with your web developer. Many clients hire a web designer first, then realize they need a copywriter. If this is the case, ask your website designer if they have any industry connections or recommendations for you.
Perform a Google search. Copywriters who understand SEO should show up in your search results. And many copywriters specialize in a particular industry — in my case, I write website copy for interior designers and lifestyle brands. So if you’re looking for a specialist in your niche, type “copywriting for ______” in the search bar and see what comes up.
Explore multiple sites and pages — paying close attention to their processes, voice, testimonials, and portfolio pieces — until you find a few writers who resonate with you. Explore their Instagram or socials for a better glimpse into their personalities, portfolios, and brand values. Finally, set up consultations to ensure a good fit.
Should I outsource my website copy to a professional?
In many cases, a professionally-written website delivers major benefits. But not everyone is ready for full-service website copywriting. In this post, we’ll cover both, so you know if hiring a website copywriter is right for you.
First, here are 5 key reasons to partner with a copywriter for your website:
1 - A website copywriter brings clarity to your brand and offers.
Ever notice how it’s really hard to talk about yourself sometimes? It can also be difficult to talk about your business objectively when you’re deep in the trenches doing the work.
A copywriter brings a fresh perspective. And they can create a big-picture story and vision that you might be too close to in your business to see clearly.
Also, sometimes an outsider can see incongruencies that you miss. A website copywriter digs deep into your business and looks at all the details you as a business owner might take for granted. We’re not afraid to say, “Hold up, is this what you mean here?” or “This sounds like industry jargon — will your ideal client understand what this means?”
Copywriters are experts at crafting clear, concise words that capture — and keep — your ideal client’s attention.
2 - A website copywriter is conversion-focused.
When you talk about yourself and your business, often it’s in narrative form. “First this happened, then this, then this…”
That’s a great way to tell a story. But it’s rarely the way to make a sale.
A skilled copywriter takes an aerial view and shares your story in a compelling way that matters to your clients. In the end, this approach gets you more clicks on the “book now” button. (Aka, more clients and cash.)
3 - Website copywriters understand sales psychology.
There’s a reason some things are easy to scroll right past and others make us stop and read.
There’s also a reason we buy some products or services online and not others.
Oftentimes, it’s the copy.
A skilled copywriting professional can take your offers and expertise and frame them in a way that speaks directly to your target audience.
So instead of, “huh, that’s nice” you get “omg yes, I need that!” In turn, you make more money and grow your business with right-fit projects.
4 - Some copywriters have SEO knowledge to give your website a boost in search results.
First of all, let me say: SEO is not a magic bullet or a guarantee. But there are some best practices involved.
Used well, SEO strategy can help make your website more visible and help your ideal clients find you online. Not all copywriters focus on SEO though, and SEO isn’t a critical part of every brand’s marketing strategy. If it is a priority for you, be sure to ask in your initial consultation.
5 - Outsourcing your website copy takes a ton of work off your plate.
This might be the number one perk for busy entrepreneurs. Website copy is no small endeavor, and it takes a lot of time, effort, and skill to get it right.
A copywriter doesn’t just write words, they also:
Spend hours getting to know key details about you and your business.
Research your ideal clients’ struggles, goals, and voice.
Research your competitors’ offers, strategies, and testimonials.
Research keyword options for a solid SEO strategy.
Provide a strategic blueprint to guide your web developer in the design phase.
Format headings and subheadings to keep readers engaged and maximize your SEO.
Deliver compelling words that convey not only the “what” of your business, but the “why”.
Provide quality edits (either in-house or from a professional editor) to ensure you don’t publish that new site with embarrassing typos.
Listen to your feedback and revision suggestions to get the final words just right.
Develop your brand’s unique voice, including key statements you can use again and again in future marketing like blogs, social media posts, and more.
Add that all up? Partnering with a copywriter frees up a LOT of time and energy you could be spending on client work or other parts of your business. This is why so many creatives choose to hire a copywriter for their websites — even if they’re good writers themselves.
Think you’re ready to partner with a website copywriter? This post details exactly how the process works, start to finish.
Is outsourcing my website copy worth the investment?
Real talk: website copywriting isn’t cheap. Services can cost multiple thousands of dollars for a basic site with 3 or 4 key pages. But, like most things in life, it isn’t about the cost as much as the value it provides.
Between the time saved, the marketing clarity gained, and the potential for business growth, most entrepreneurs agree: hiring a website copywriter is totally worth it.
Solid brands and growing businesses are built with aligned, compelling messaging. This is why professional website copywriting is a wonderful investment of your marketing dollars.
Solid website copy is even more important for higher-ticket services like interior design. The more money your clients need to invest, the more resistance they’ll have and the more effective your copy needs to be.
Plus, at the end of the day — if your new website brings in 10, 5, even 2 perfectly-aligned clients, you’ll recoup your initial investment easily.
But the truth is: not everyone is ready to hire a copywriter…
3 times you *shouldn’t* hire a website copywriter
When you’re a brand new business
Just getting started?
Don’t let creating “the perfect website” hold you back from creating a digital storefront for your business. Create a simple placeholder for now that highlights your growing portfolio, a brief bio, and your contact information. You can even include a statement teasing that a new website is in the works.
Bottom line: done is better than perfect — especially when you’re just starting out.
When you’re still honing your offers and processes
Not exactly sure who your business serves yet, or what your core offers are? Best to save your resources and DIY your website copy for now. In the first year or two of business, you learn a lot. Offers, goals, and priorities can shift quickly, making it hard to pin down website words that last you years.
Time and experience will provide the clarity you need to make the most of your marketing dollars down the line. Then, a copywriter will be better able to translate your ideas into compelling, high-converting website copy that stands the test of time.
When it’s not in the budget right now.
Hiring a copywriter is an investment. And a fantastic one…if you’re ready.
But you shouldn’t blow your whole business budget on professional website copy. There are other ways to get the help you need in the meantime, so you can DIY a professional-sounding website and save some cash.
Know you could use the help of a writing pro, but don’t think you’re ready for full-service website copywriting? My Brand Messaging Strategy Sessions might be the perfect fit. Learn more about this website copywriting alternative here.
Ready to partner with a pro for your website?
I help interior designers and lifestyle brands hone their brand messaging so they can speak directly to their target audience, book more aligned projects, and grow their business.
If you’re looking for clear, concise website words that sound and feel like you, I can help.
Learn more about my copywriting services and book your free, no-pressure consultation here.