A graphic designer recently told me that her clients are often reluctant to hire a freelance content writer for their website. “Most of the time, my customers write their own web content,” she said. I was taken aback, but certainly understood what she meant. Few clients have the graphic design chops to create their own website, but since everyone “writes”, many business folks conclude that they can write copy for their own website. And, from the number of poorly written websites out there, it seems this is exactly what is happening.
A freelance web content writer can help you grow your business in many ways and website content creation is just one of them. So if you can put a sentence together, why hire a professional web content writer to write your website? From all the possible answers to this question, here are my top 10!
1. Organization. As a freelance content writer, I would say 80% of my job is organizing content for my clients. Most web content writers are masters at organizing information. They should be able to help you create a site map that will make sense to your readers, then use techniques to break your content into easily digestible pieces, like using bullets and subheads.
2. Focus. Before they sit down to write, a good web content writer will ask you important questions about your website and your mission that will help focus their words. They will ask you to identify your target audience and your message. What do you want them to do? Why should your prospects choose you over your competitors? All the information you give will help shape the copy into a piece that will present your business and its mission as attractively as possible.
3. Your Personality. A versatile, freelance content writer should be able to write in different “voices.” Their work may be very formal for a law firm’s website, ethereal for a faith healer’s website, or fun and playful for a recipe blog. They recognize that part of their job is finding the right tone for your content and they will work to produce content with your particular brand voice.
4. SEO. Search engine optimization means using different techniques, including strategic keywords, to get your website found in the search engines. Good web content writers will know how to incorporate these keywords into your content and may even be able to help you with keyword selection.
5. Pizzazz. Some business owners know their website copy is missing something—someone may even have told them so–but they just can’t put their finger on it. Often, they are just missing a professional’s touch. A solid writer can provide exciting work that flows, is easy to read and engages the reader.
6. Brevity. You could say, “It is important to write succinctly in a website because writing that is too abundant in words could negatively affect how well the website visitor reads and reacts to the content written therein.” Or, you could say, “Concise content is more likely to convert website visitors.” An experienced web content writer will always use the least amount of words needed and get straight to the point so that the reader understands the message and also wants to keep reading!
7. Clarity. Freelance content writers are first and foremost, communicators. They take the message you want and present it in an effective, understandable format that gets results for your business.
8. Speed. Since freelance web content writers are experts at what they do, chances are they can do it more quickly than you can. Even if they are charging a large hourly wage, or substantial lump sum, think for a minute about the cost of your own time. How long will it take you to do the writing? What will it cost to have you or an employee engaged in website writing instead of your normal activities? When will you be able to get to the task? By hiring help, you could stay focused on your core business and get a higher-quality result in a shorter period of time.
9. Feedback. Ok, most web content writers aren’t graphic designers, but part of their job is to integrate image and verbiage so it wows the client. Writers pay attention to design, just as designers pay attention to headlines. If asked, your web content writer will be able to offer valuable feedback on your graphic design direction and offer punchy headlines and sidebars that will work best with the design template. Also, sometimes when we do something ourselves, we cannot evaluate it objectively. A good web content writer can do that as well.
10. And most importantly……Conversion. Let’s face it. The real reason you want people to come to your website is to do something, whether that’s call for an appointment, make a donation or order a product. Are you sure you know the best way to present information about your products and services that will motivate them to take the next step? A good freelance content writer can choose words and structure phrases that motivate and inspire.
Ready to write your new website? Or give your website copy an overdue facelift? Contact us today for a consultation.