As a small business owner, you’re no stranger to wearing multiple hats. Tempting as it can be though, ‘website copywriter’ probably shouldn’t be one of them. While it can seem like an easy way to save money, trying to write your own web copy can cost you more in the long run.
Read on to discover why business owners shouldn’t write their website copy.
Your time is money
Let’s face it, writing your own copy takes a lot of time and energy. Every minute you spend on your content is time that could be much better spent elsewhere, like growing your business, providing a better service to your customers or investing in your team.
What’s more, good copy sells. The last thing you want is to invest time and resources into creating a website and content, just to confuse or frustrate your visitors. A professional copywriter can save you time and boost your profitability by ensuring your content is reaching the right audience, credible and gives the reader what they need.
You’re not speaking your customer’s language
When you’re an expert in your field, it’s easy to fall into the trap of using technical terms or speak in a clinical way. But guess what? Your customers don’t speak that language. Business owners often want to come across as knowing their stuff, but it’s important to meet customers where they are and communicate in a way that helps the reader ‘get it’.
A professional copywriter can help translate complex ideas or terms into easy-to-understand content. Distilling your business’ services or products, they can write in a way that connects to the reader and makes them feel understood, while still making you sound like the expert you are.
You’re focused on the solution, not the problem
Most businesses offer products or services that solve a problem. While it’s of tip-top importance to highlight these, you don’t want to forget about speaking to your customer’s pain points.
There should be a clear connection between the issue they’re having and the solution you offer. It can help to put yourself in your customers shoes to tweak your website copy to align with this focus. A copywriter understands how to tap into your audience’s needs with their words. They can help you frame things in a way that puts the spotlight on your reader and show how you can help.
You’re not an experienced copywriter
In your field, you know your line of work better than anyone. While you might be a good communicator or got an A in English, it’s not the same as being an experienced copywriter. A well-written website is persuasive, written in your brand’s voice, and takes the reader on a journey, guiding them to action with compelling calls-to-action.
If you write your own web copy, it’s likely to miss key elements and considerations, such as:
- Customer pain points
- Unique selling propositions for your company
- Clear branding
- Writing in a consistent voice.
If you’re ready to take your website copy to the next level, we can help!