What are the disadvantages of writing your own copy – if you’re NOT a So you’ve decided to finally get your company’s website redesigned after so many people told you that your website just looks like crap. Yeah, you had to admit it. Your website has been sitting there since 2005 and it was your nephew who did the original design, and even he pretty much admitted he didn’t really know he was doing. Oh well, at least you got something up online. Now it’s time to get serious and you’ve actually hired a website design firm to take care of this project. That’s your first good move this decade, but at some point during this redesign, your web design company is going to ask you for something very important – and that is content.
They might not have covered that too much in your meetings up to this point, but they will be asking for it, and they should be asking for it because you do not want a web design service to be writing your website copy. So here you have a couple of choices, you can write it yourself or get a staff member to do it, or hire a professional copywriter, which of unfortunately is going to add to your website creation budget.
What are the disadvantages of writing your own copy, if you’re not a professional copywriter?
You might think that writing your own copy is going to be straight forward, somewhat like carrying on a typical conversation that you have with your customers. And that can be effective to an extent, but people do read differently than they converse, and you will have absolutely no idea how far along they are in a typical sales cycle when people visit your website. Copywriters understand this implicitly and the best way to combine your personal sales knowledge with your website content, is to actually work with your copywriter by way of adding specific technical knowledge, and/or your experience in what your current customers need or like about what you’re currently providing them.
Doing the writing yourself can be a stressful experience. Not only will it take time from your schedule to do it, for somebody not experienced at writing copy it’s hard to know what to say, or even where to begin. Keep in mind you have 5,10, even perhaps 20 pages of content to fill for your website. That is no small task for an amateur, and is even more unfair to be putting this on one of your employees, who themselves have no experience doing it either. Don’t leave it to the last, and then just pass it off. I have seen that happen so many times, only to have to go in afterwards and clean up a big mess.
Your website is an asset as well, and at the rate you have been going it will be around for a few years before you actually change it again. Websites are there for a purpose, and that is to bring in new business. Websites are full of words, just like a sales brochure, or sales letter, or an advertisement. Hence, it makes sense that your website copy should follow in the fashion of being able to create sales. That kind of intricate knowledge in how to say things, how to lead readers into a sales process, and how to use emotional triggers that are standard trade for copywriters is exactly why copywriters exist. It is most definitely a learned skill. They know how to do it, you or your staff do not. Here’s a question: Over the nest two years how many website visitors do you think you’re going to get every day? Whatever the number, those people are leads.
By and large, those visitors are going to be at least somewhat interested in what you have to offer, so don’t you think it’s a prudent investment to be hitting them with the best possible copy? A website is your silent salesperson working 24 hours a day, so just think of it as another staff member that you’re providing the right tools to do the job with.professional copywriter?