No matter how good you think your company’s product or service is, you still need to promote it across different platforms, especially on your company’s website. In order to do that successfully, you will need good web copy.
Copywriting is just as important as website design. Imagine landing on a sleekly designed website only to be greeted by text laden with grammatical errors. Would you stay and browse the site’s other pages? Probably not.
The importance of good copywriting
Copywriting for the web is critical for two reasons. First, and most important of all, it helps you create a solid connection with potential customers. Second, copywriting aids in the performance of your website in search engine rankings.
That is not to say that web design does not matter. Simply put, good web design must go hand in hand with great copywriting. Remember, a typical website visitor’s attention span is so minuscule that you need to make an excellent first impression. Every second counts!
Furthermore, good copywriting and design signals to website visitors that you have invested valuable resources in order to show that you are an authority in your niche and a professional that they can rely on to offer the right solution to their woes.
Forging a partnership
Now, you’ve got a few good ideas for your web copy, but no matter how hard you try, you can’t write anything captivating for your audience to read. Something’s always missing.
Or perhaps, you’re currently swamped with a slew of other tasks. No matter how much you’d like to write the copy yourself, you simply can’t because there’s too much on your plate right now.
The solution? Hire a seasoned copywriter.
Finding and hiring a talented freelance copywriter in Dubai (or wherever your business is based) is just a part of a larger equation. Think of it as a partnership between you and an expert. And in order to get the most out of this relationship, you must also work on your end.
Here are some tips that will help get the most out of your partnership with a copywriter.
Introduce your company
One of the first and perhaps most critical steps that you need to take is to provide your writer with all the information that he needs, from the history of your company down to information on the products or services that you offer. This will give him the material he needs to gain insight into your business philosophy and mission-vision and to write persuasive copy.
Set clear goals
Early on, be clear about the goals that you want to achieve with the help of your copywriter. This will inform the approach he needs to take in order to attain those goals. Otherwise, you will only waste each other’s precious resources going around in circles, achieving nothing.
Provide your writer with every available resource
Give your writer access to every available resource that you have, especially previously published marketing literature. This will give him a fair idea of what you like as well as lend him valuable ideas for the copy.
It would also be beneficial for you and your writer that you connect him with key personnel in your company who might be able to provide him with unique perspectives about your company and its offerings.
Identify your unique selling point
What makes your product or service different from that of the competition? Awareness of this crucial fact will enable the writer to highlight the strengths of your offering when compared to similar products and services on the market.
Set a sensible deadline
Simply put, good writing takes time to produce. Early on, ask the copywriter how much time he needs to deliver the initial copy and adhere to the agreed-upon deadline.
Remember, you get what you pay for. There are plenty of writers who can offer you quick turnaround, but the tradeoff, almost always, is quality. So make sure to provide a reasonable timeline for the writer to complete the work.
Even seasoned writers do not always hit the mark on their first try. There is always a possibility that writers may not deliver exactly what you expect from them.
Quite simply, be prepared to offer clear and helpful points for revising the copy and give constructive feedback that will enable your writer to accomplish the task and produce the output you had in mind.
Once your writer gets a clear idea of what works best for you, fewer revisions may be needed the next time around.
An investment that pays high dividends
Web copy is one of the most powerful tools that you can use to market your offerings online. As such, copywriting is not a task that you can delegate to just anyone.
By following these tips, you are not only helping your writer produce topnotch copy. More importantly, you are making a sound investment for your business as well.
About the Author
Hisham Wyne is an award-winning copywriter, brand consultant and content creator based in Dubai. He has over a decade’s experience in helping brands get their messages right. From crisp web copy and zippy brochures to in-depth company profiles and analytical annual reports, Hisham makes words work for you – so you can sell better, gain visibility, and give your brand a unique voice.