Is hiring a website copywriter worth it?
One of the things you need for your website is copy – a.k.a words.
The copy on your website has one main job—convert website visitors into customers. From getting people to sign up to your mailing list or buying your products, your web copy is one of the MOST important factors in building a website that converts.
When you know your offering like the back of your hand, it can be easy to think that writing your own website copy will be a breeze. However, it can be trickier than you think.
Even good writers can find writing to optimise websites hard. Do you fill your copy with SEO clickbait to try rank high on Google? Or do you make it interesting to read for visitors?
(Spoiler: Engaging content over keyword stuffing, always.)
In this blog post, I weigh up the pros and cons of hiring a copywriter vs doing it yourself. There are so many factors, so I need to preface this by saying there’s no one right answer but I have some main thoughts. We cover—
Copywriter vs content writer
When to do it yourself (and resource recommendations)
When to hire a copywriter
What to consider when hiring a professional copywriter
#1 Copywriter vs content writer
Firstly, let’s clarify what we mean by a copywriter. This is someone writing engaging, persuasive and clear copy for your main web pages. Their job is to convince your website visitor to your site to buy your product or service through your landing pages, home page and nifty pop-ups. They’re the ones getting you to sign up to newsletters for 10% off your first purchase.
Content writers write longer form copy that aims to engage, inform, educate and share. This blog is a perfect example of content writing—I’m sharing my inside knowledge in a long-form post, but I’m not telling you that I’M the copywriter you need to make your website dreams come true.
FYI: Copywriters can be content writers and vice versa. However, that’s not always the case!
#2 When to do your own website copy:
If you need copy written ASAP and don’t have the budget for rush fees OR any copywriting contacts, it could be best to write your own copy to get your website live on time. Many good copywriters can book weeks or months in advance. You can always revisit your website copy in the future with a copywriter.
Speaking of budget, we recommend setting aside some of your website budget for a copywriter. If that’s not possible, and the budget for your website is tightttt then doing it yourself is the way to go.
If you’ve got heaps of time to spend tinkering with words, and secretly have a passion for good copy that converts, then it’s likely you’ll have a go at doing it yourself.
If you do it yourself, we have a few tools that we recommend using to make your own copy the best it can be.
Use UBERSUGGEST for SEO keyword suggestions and COPY.AI to help refine and make it concise.
Use my affiliate link for a discount for COPY.AI: www.copy.ai?via=emily-peilan. There is a free option that will help you optimise your copy, but if you pay for the Pro account, you get access to their Blog Wizard tool, which creates entire blog posts FOR YOU. How amazing is that? Especially helpful if you’re creating a new website and need a handful of blogs up for launch!
You can also use the free version of Grammarly to make sure you’re hitting the right tone of voice and that everything is spelled correctly. There are plenty of resources out there that will walk you through how to be a good copywriter in a simple step-by-step fashion! One resource I love is Copyblogger which has tons of helpful articles about everything from SEO copywriting tips to writing powerful headlines.
#3 When to consider hiring a copywriter
When you don’t have the time to DIY…
It takes time to write good copy. It also takes time to edit your own copy, which is why many people will hire a copywriter in the first place.
If you're busy with other responsibilities, like managing employees or running a business (ahem), then I definitely suggest outsourcing your copy.
When the DIY method scares you…
If you know you are not a good writer, writing your own copy will likely be frustrating. I hear so often that the vision my clients have in their heads simply don’t translate to the page. Your time could be better spent elsewhere!
When you want professional support…
Just like any other task you would hire a professional for, copywriting is no different. Copywriters write compelling words for a living, so it makes sense to get them to make your brand sound incredible to potential clients and customers.
#4 What to look for in a good copywriter
Have they got experience in the niche or industry you are in? Can they show you a portfolio of work that excites you to work with them? Are they willing to have a call with you about what you need?
A good copywriter speaks to your target audience from the first line.
E.g. Not a Good Heading
I am a qualified nutritionist who loves eating healthy. I write personalised eating plans for my clients who love them.
Good Heading
Overwhelmed by fad diets? My personal nutrition plans make it easy and FUN to eat healthy.
A good copywriter knows how to work with your website design and layout for optimisation.
E.g. Not Good Buttons:
Sign up to my newsletter (with no other context)
Shop Now & Buy Now & Try Pro for FREE & Register Now & Sign Up (overwhelming and cluttered!)
Good Buttons:
Download your SEO checklist here (adds value!)
Sign up for 10% off your first order! (Incentivises conversion!)
Hiring a website copywriter can definitely save you money and time in the long run by getting it right the first time. However, if you don’t have the budget or ability to hire one right now, or if you’re already an expert in copy, then it’s definitely possible to DIY. Personally, I recommend getting a copywriter on board when you are designing your web strategy so that they can help you turn your website into a fantastic converting sales tool.
If you’re looking to upgrade your website or web copy, get in touch! I have a network of creatives that I work with to create website magic. Reach out to me here