Website Copywriter

Every organisation needs a website that is engaging and interesting. The copy should be clear concise, and be able to tell your story to diverse audiences that may want to hear what you have to say. How is this accomplished? The copywriter.

The person who writes copy is usually known as the website copywriter or just a copywriter. They are the same. Copywriting is writing “copy” such as promotional materials, website copy, emails, advertisements, brochures, catalogues and more. Some companies also use copywriters to write speeches and letters. For the most part, a copywriter is essential to good communication.

A website copywriter is an integral part of the marketing process and will work with your content strategy team to write copy that aligns with your strategic goals. They understand the industry and can write exactly what you must convey to your audience. For those with a passion for writing, options now exist to start your own writing company as a freelance service. By leveraging your skills as an independent writer, you can service clients on a project basis across industries. They also pay attention to nuances, grammar and style, writing in different tones for specific audiences. How is this accomplished? It all starts with a sound content strategy.

SEE ALSO: Everything You Need to Know About Content Marketing

What does a website copywriter do?

  • Writes and structures compelling website content that engages visitors
  • Produces clear, concise copy that communicates brand messaging
  • Optimizes content for both readers and search engines through natural SEO best practices
  • Creates content tailored to speak to the target buyer’s personas
  • Formats copy properly for scannability and readability online
  • Produces website content including Homepage introductions, About Us pages, Blog posts, Product/service descriptions, Website pages, Guides/eBooks, News/press releases, Email newsletters
Hiring a copywriter skills infographic - Website Copywriter
There are several different kinds of copywriters, but they all need some core skills. Image credit: Script

Website Copywriter: Hiring process:

  • Determine content needs and budget
  • Research website copywriter options locally or on freelance platforms like Upwork
  • Vet writers based on portfolios, client reviews, examples
  • Compare rates and negotiate project pricing
  • Discuss process, timelines and draft review cadence.
  • Sign any formal agreements and arrange payments
  • Onboard writer on brand voice, goals, target personas
  • Provide creative brief, existing content, guidelines
  • Review and provide feedback on drafts
  • Request revisions until content is approved

Website Copywriter: Guiding and collaborating:

  • Maintain open communication on progress and feedback
  • Have regular check-ins via email or calls
  • Provide prompt review of drafts.
  • Give constructive, clear feedback to iterate.
  • Answer any clarifying questions from the writer
  • Build rapport for an effective partnership
  • Recognize great work produced
Content Marketing: Are You Writing for Your Ideal Customers?

What is a content strategy?

A content strategy can be compared to a strategic plan, where you plan, create, deliver and monitor the content you write. It is one of the most important elements of a marketing plan, as it will help support your initiatives and in defining your brand. A content strategy helps the marketing team identify what you have in place, what you need to move forward, and why you need this content. In essence, a content strategy helps you manage your content as a business asset.

Website Copywriter

What is needed to develop a sound content strategy?

There are a few things to consider when developing the strategy:

  • Business Case

You must have a reason for developing content and assess the risks involved. Once these parameters are defined, you can get buy-in from the executive team to move forward. Without management’s buy-in, your strategy will not be as effective.

  • Business Plan

This is where you decide the goals of the content. What value do you aspire to provide through the content, and how does it align with the current business model? You should conduct a content SWOT analysis to assess the strengths, weaknesses, opportunities and threats you may face once the plan has been implemented.

  • Audience personas

Your website content should be focused and succinct. It should cater to various audiences that will read the content and be personable enough to engage and keep them interested.

  • Content Map

Every piece of content developed tells a story. You should have a map of engagement that will address different types of customers where they are in the buyer’s journey. From start to finish, there should be content available for these audiences, as well as a rotating schedule to update and refresh content always to have something new to say.

  • Story of the Brand

You want to communicate messages that tell your story and set you apart from the competition. Once you begin this evolution, your content should evolve with you in what is conveyed through the content on your website.

Once your strategy has been developed, execution is the next step. This is where the website copywriter becomes an essential part of ensuring your content is fresh, interesting, and meets your expectations. Your copywriter should be able to seamlessly move your readers from the web to your social media and other outlets so that every tactic used through content will focus on your brand. That means you must choose the right website copywriter that will deliver results.

Choosing a good website copywriter

Choosing the right website copywriter for your organisation takes time. You must understand your needs and make sure the writer can deliver. There are a few ways to help you make the right decision:

  • Look at their website.

Most copywriters have their website, where you can look at their presentation. You should be able to review some of their samples and read the content on their site. Does it meet your expectations? Do you like their writing style? Writing for a website can be lengthy, especially if you have several pages that need to be written, all with different functionalities.

  • Check their references

Every copywriter should be able to provide a reference that can attest to their work. This is where you get to ask the necessary questions – what is their work style? Are they dependable? Do they adhere to guidelines? Any questions you have, this is the time to ask them. Most people are very upfront and honest about their interactions with writers, so you should be able to get a general idea of the type of writer this person is.

  • Personality

Once you have started the process, it’s time to talk to the writer. What do they like? Do they seem as if they would be a good fit to work with your organisation? Consider hiring a writer like hiring an employee. They should be able to deliver quality work on time. Making a mistake and hiring the wrong person will cost time and money. If your project is on a tight schedule, you have to make the right choice the first time.

  • Costs

What is your budget? When searching for the right copywriter, remember that the more in demand they are, the more expensive it will be. Additionally, suppose you are interviewing experienced writers who have the expertise you are looking for. In that case, the costs will be significantly higher than if you used someone who had no experience and was just graduating from the university.

  • Objectives

You should be ready to spell out the project, what your expectations are, and the timelines that are set. You must be thorough in the briefing process so the website copywriter can fully understand what you need. By the time you are done, they should be able to give you insights into the process and whether or not your timelines are realistic for what you want done. You should always have a point person in place to provide the copywriter with information they may request. This helps them shape the content. If hiring a professional website copywriter, utilize their expertise to assist.

  • Agreement

Is the website copywriter willing to sign an agreement? Professional copywriters have contractual agreements to protect their interests and yours. The agreement should detail the scope of work, timetable, rates and payment terms.

Getting your content strategy and the right copywriter on the same page should be a simple process once all the parameters have been established. Professional website copywriter knows what questions to ask to extract what they need, and they also research to identify the audiences they will be writing for. When you find the right copywriter, the execution of your content marketing strategy should fall right into place.

Using the right tactics to tell your story should include a variety of platforms that all lead back to your website. The object of effective content is to create a cohesive brand with continuous conversation opportunities for your audiences. Content is critical in today’s business environment. When done correctly, the rewards have great potential.

the image for the what is copywriting blog - Website Copywriter
the image for the What is a copywriting blog – Website Copywriter

Different Types of Website Copywriting

There are many different types of website copywriting, but some of the most common include:

  • Homepage copy: This is the copy that appears on the homepage of your website. It should be clear, concise, and persuasive, giving visitors a good overview of your business and what you offer.
  • Product copy: This is the copy that appears on your product pages. It should be informative and persuasive, highlighting the benefits of your product and why visitors should buy it.
  • Landing page copy: This is the copy that appears on your landing pages. Landing pages are designed to convert visitors into customers, so your copy should be very targeted and persuasive.
  • Blog post copy: This is the copy that appears on your blog posts. Blog post copy should be informative and engaging, and it should help you attract visitors to your website and build trust with them.

Tools and Resources for Website Copywriters

There are several tools and resources that website copywriters can use to improve their work. Some of the most popular ones include:

  • Content management systems (CMS): CMSs like WordPress and Drupal make it easy to create and manage your website content. They also offer several features that can be helpful for website copywriters, such as SEO tools and the ability to create custom templates.
  • SEO tools: SEO tools like SEMrush and Ahrefs can help website copywriters research keywords and optimize their content for search engines. This can help to attract more visitors to their website and improve their conversion rates.
  • Copywriting templates: Copywriting templates can help website copywriters write more effective copy by providing a framework to follow. There are several different copywriting templates available online, both free and paid.

The Future of Website Copywriting

The future of website copywriting is likely to be shaped by several trends, including:

  • The rise of artificial intelligence (AI): AI is already being used to automate some aspects of website copywriting, and this trend is likely to continue in the future. However, AI is unlikely to completely replace human website copywriters, as there are still several tasks that require human creativity and judgment.
  • The growing importance of content marketing: Content marketing is the process of creating and distributing valuable content to attract and retain a clearly defined audience and drive profitable customer action. Website copywriters will need to play a key role in content marketing by creating high-quality content that is informative, engaging, and persuasive.
  • The increasing focus on mobile: More and more people are using their smartphones and tablets to access the internet. This means that website copywriters need to ensure their copy is mobile-friendly and easy to read on small screens.

Overall, the future of website copywriting is bright. As more and more businesses move online, the demand for website copywriters will continue to grow. Website copywriters who can keep up with the latest trends and technologies will be in high demand.

Website Copywriter: FAQs

Q: What does a website copywriter do?

A: Website copywriters create and optimize web content like homepage introductions, product descriptions, blogs, guides, etc. They focus on engaging and converting visitors.

Q: When should you hire a copywriter?

A: When launching new products, overhauling web copy, producing regular blog content, establishing brand voice, and optimizing for SEO.

Q: What is included in a creative brief?

A: Background on the brand/products, target audience, content goals, tone guidelines, formats, length, keywords, and links to examples.

Q: How do you collaborate effectively?

A: Maintain open communication, set review timelines, provide constructive feedback to iterate, and answer questions promptly.

Q: What makes for a successful web copy?

A: Copy that speaks to the ideal customer, balances natural language with optimization, aligns to brand voice, and persuades visitors to convert.

Website Copywriter: Conclusion

Hiring a talented website copywriter can elevate your web content substantially. They optimize messaging and page copy to boost engagement and conversions from visitors. By providing thoughtful creative direction, efficient collaboration, and feedback to writers, you can achieve high-quality web content that connects with customers. The result is an effective brand story, user experience, and content marketing program.

Leave a comment

Your email address will not be published. Required fields are marked *