Imagine you’re designing yourself a new kitchen.

You want it to look great and feel great, so you hire an expensive interior designer. They persuade you to get marble top surfaces, mahogany finished furniture and cupboards that open and close at the press of a button.

So far, so good.

Now it’s time to fit out your kitchen with appliances. Rather than spending more on a good quality oven, toaster, kettle and coffee machine, instead you decide you can pick it all up online on the cheap. Or perhaps you can even build all that stuff yourself.

So now you have a really nicely designed kitchen filled with not-so-good gadgets – the things that are actually going to make your food and coffee.

This sounds ridiculous, but I see it all the time with business websites. People spend thousands on designing something that looks flashy and then fill it up with words that let them down.

The messaging is inconsistent. It’s not clear immediately who their customers are. How do they solve my problems? Where am I supposed to click next?

I can understand why this happens. We can all speak and write in English, but most people don’t know how website design works – so they’ll pay for a specialist for that, but trust themselves with the writing part…

But good quality written content is crucial to growing your business.

There is no point having a great website if you don’t put the same level of care into what you say on it.

To reinforce this point, I’m going to run through 5 reasons you should work with a professional copywriter on your business website.

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Make your ‘value offering’ clearer

When someone lands on your website, what’s the first thing they see? Does it make them immediately understand how YOU can solve their problem?

This can only be done with words. Ok, so a picture ‘tells a thousand words’. The problem is that that’s too many words… you want your message to be far simpler so people can grasp it within seconds.

Do you help people save money on their mortgage? Say that.

Do you walk people through how investing works, so they can choose the level of risk they’re comfortable with? Tell them.

Do you make pensions make sense so your customer can save up more money for a better retirement?

You get the picture.

Maybe you offer several of these at once. That’s fine – what you’re looking for then is some big, overarching explanation of how each and every service you offer can solve your customer’s problem. We call this a ‘brand value proposition’.

The thing is, writing these takes a lot of skill. It takes a great understanding of the problems you’re trying to solve, plus the ability to persuade your site visitor just how important it is that they solve that problem, AND doing all this in as few words as possible.

But it’s worth getting right – it leads to longer site visits, more interaction with your website, and ultimately more sales.

Create a clearer website journey for your customer

When that person lands on your website, presumably you already know where you want them to click eventually?

Maybe you want them to use your booking form, or pick up the phone… But do you know how you want them to get there?

Time and time again, I land on websites that lack any sort of clear progression – my eye is drawn to a dozen things at once, I don’t have a lot of time for deciding where to go and so I leave to find someone else’s site.

This is where working with a professional copywriter can pay dividends. We’re trained to write in a structured way, bringing the reader on a journey. The aim of each sentence is to get the next one read. So we can lead them from the very start of your homepage, right through to where you want them to go – so that not only are they more likely to click on, say, that ‘Book an Appointment’ button, but they’ll also be in the mindset you want them in…

This can only be done with words. Ok, so a picture ‘tells a thousand words’. The problem is that that’s too many words… you want your message to be far simpler so people can grasp it within seconds.

Do you help people save money on their mortgage? Say that.

Do you walk people through how investing works, so they can choose the level of risk they’re comfortable with? Tell them.

Do you make pensions make sense so your customer can save up more money for a better retirement?

You get the picture.

Maybe you offer several of these at once. That’s fine – what you’re looking for then is some big, overarching explanation of how each and every service you offer can solve your customer’s problem. We call this a ‘brand value proposition’.

The thing is, writing these takes a lot of skill. It takes a great understanding of the problems you’re trying to solve, plus the ability to persuade your site visitor just how important it is that they solve that problem, AND doing all this in as few words as possible.

But it’s worth getting right – it leads to longer site visits, more interaction with your website, and ultimately more sales.

Speak directly to your customers’ needs

Your customers are going to want to know they can be looked after. They’ll want to know you really understand their troubles so you can solve them the right way. More than anything, they want to know they can trust you.

A huge part of this involves speaking their language. If you can write your website in a way that sounds natural to them, they’re more likely to work with you.

A good copywriter will take the time to learn how to speak their language, by exploring your work in more depth and finding out more about your clients.

Optimise the Text for Google Searches (SEO)

Most businesses understand the value of a better Google ranking. (Some businesses obsess about it to the extent I wish they put that much thought into what goes on their website…)

A trained copywriter understands how to extract as much potential from your web pages as possible, by crafting the content around ‘target keywords’.

The truth is, a No. 1 Google Ranking for a good (i.e. competitive) keyword relies on more than justly smart, well-optimise content. You also need good backlinks (links to your web page from credible 3rd party websites) and a lot of words. Really effective SEO is a bigger investment.

But by simply being smart with your word choices, you can overtake 80% of your competition relatively easily. That might be the difference between getting an extra dozen enquiries a year, just through the same web searches, or not…

A huge part of this involves speaking their language. If you can write your website in a way that sounds natural to them, they’re more likely to work with you.

A good copywriter will take the time to learn how to speak their language, by exploring your work in more depth and finding out more about your clients.

Work With Me

Want to get ahead of the competition and make your website work for you?

Perfect your selling power

The best copywriting strikes a perfect balance between two things.

Firstly, you want to genuinely help your readers. You want them to explore your website and come away feeling clearer about your business area. That’ll make them want to come back, to share it with their friends, and so on. This is how you build that trust

But then, secondly, you want to leave them needing more. This is about building demand – you give them just enough that they trust you and value what you have to say, but with the space that they still need your help and are willing to pay for it.

It’s a real art and one of the best reasons to work with a professional writer.

A trained copywriter understands how to extract as much potential from your web pages as possible, by crafting the content around ‘target keywords’.

The truth is, a No. 1 Google Ranking for a good (i.e. competitive) keyword relies on more than justly smart, well-optimise content. You also need good backlinks (links to your web page from credible 3rd party websites) and a lot of words. Really effective SEO is a bigger investment.

But by simply being smart with your word choices, you can overtake 80% of your competition relatively easily. That might be the difference between getting an extra dozen enquiries a year, just through the same web searches, or not…

A huge part of this involves speaking their language. If you can write your website in a way that sounds natural to them, they’re more likely to work with you.

A good copywriter will take the time to learn how to speak their language, by exploring your work in more depth and finding out more about your clients.

A Bonus Reason…

Remember our kitchen example above?

What if you didn’t HAVE to spend lots of money on a kitchen designer (aka a web designer) AND all the fancy appliances (good writing)?

As well as being a certified copywriter with years’ of business writing experience and a stream of happy clients, I’m also a trained web designer with front line digital marketing experience.

When you work with me, you get all of this experience so that you can make your website work as hard as possible for you.

Leaving you to work on what you do best, looking after your customers…

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