The easiest way for me to help someone understand the benefits of hiring a copywriter is to ask them this:
“Imagine you’re sitting down at a blank document to write the first page of your website. How are you going to get visitors to buy what you’re selling without sounding like a used car salesman?”
I’ve found that the sheer thought of staring at a blank page is enough to make some business owners start crying and throwing me money.
(I’m not complaining.)
If the cursor on the screen isn’t daunting enough, consider that those words must not only give a clear impression of who you are and what you do, but also must reach your target customers and convert traffic into leads and sales. This all needs to happen in seconds, because it’s the internet. Nobody’s going to scour your homepage for information when there are pugs and giraffe births to be seen.
Speaking of time: copywriters can do all of it much faster than the average person, because a copywriter’s goal is the same with every client: Sell, sell, sell. We approach the words differently because we’re not looking at things from the perspective of the creator or getting caught up in the emotion and history behind the brand. Copywriters work with the big picture (read: $$$$$) in mind and have the marketing background to understand what customers need to know before making a purchase.
Oh, about those customers: Good copy finds plenty of those, too, because good copy reaches for the top in relevant Google, Bing, and Yahoo searches. I once had a client tell me she felt like her marketing approach was just her shouting into the internet through ads and social media, desperately hoping someone would stop to listen. This made sense given that her website was little more than a pretty face tied to her brand. She quickly learned what it feels like to have customers find her on their own, thanks to an attention-grabbing landing page and improved keyword usage. Now she only shouts at perverts on the street.
Even with the most eye-catching design in the world, a website lacking compelling copy and relevant keywords is basically a fresh-painted whip driving down the highway on donut tires. It won’t get you very far, and it looks kinda whack, too. Quality copy complements your design and brand image while boosting the credibility of your voice. Who doesn’t want more of that?