Words are powerful things. Change one letter, and they can instantly go from harmless to deadly.
Take gum, for instance. One minor typo, and it becomes gun, and then, BLAMMO! You’ve cleared the room.
Or aspiring. That’s always a good one. If you forget the g, it’s aspirin. Which is fine if you have a headache, but when you’re writing copy for your website, you kinda want to avoid causing pain.
And really, don’t we all aspire to write better copy? Yup. Write bad copy, and you might as well drop the g and call it a day.
Confused Yeti? Maybe you need a word Sherpa—otherwise known as a professional copywriter.
If you’re having trouble getting your point across, a professional copywriter can solve those problems for you, put some wow back in your web content, and keep your audience intrigued enough that they’ll keep coming back, even if it’s just to see what you’re gonna say next.
Why You Need Compelling Copy
Copywriting has myriad purposes and styles. It could be sales-focused, informative, professional, or inspirational, but it’s generally reflective of a business goal you’re trying to achieve.
You need copy for your website, blogs, sales, promotional materials, marketing collateral, social posts, and correspondence. And unless you’re super-talented and have all the time in the world to write, you probably don’t have the time or the patience to write everything you need to write.
If you’re like many business owners, you know what you need to write and why. But if you’re like many people, when you sit down in front of a blank screen, your mind just empties out.
You know you are capable of doing the writing yourself, but in the time it takes to get those ideas out of your brain and onto the page, cobble them into something that makes sense (to you, at least), and then toss it all out only to start again (and again), you probably could have conquered three new international markets and made serious headway towards world domination.
And where do all those ideas go, anyway? It’s like you turn on the light, and they just go scuttling off into the darkness, only to resurface from a dead sleep at three am.
But I digress. If you’re here, you want answers. You demand quality. You’re no quitter, but you’re smart enough to know that you might need a little direction. So how do you know if you need a professional copywriter? Glad you asked.
How to Tell When It’s Time to Hire a Professional Copywriter
Now, we’re not trying to go all TMZ here, but… you’ll know it’s time to hire a professional copywriter when…
1. You’ve Got an Unusually High Bounce Rate
It doesn’t matter how much effort you put into digital advertising or how much organic traffic you get. If your web copy is poorly written, full of mistakes, or doesn’t answer search intent, they’re not going to stick around. High bounce rates are a sure way to tank your rank. Hiring a professional copywriter will help you streamline your copy, optimize it for search engines, and align it to your business goals.
2. You Aren’t Generating High-Quality Leads
Effective lead generation requires a good inbound content strategy. That means you need well-written, authoritative articles, white papers, studies, tip sheets, and so on. Sounds like a lot of work, right? Hiring a professional copywriter is the best solution. There are thousands of skilled freelance copywriters that specialize in these types of content. All you have to do is hire them, acquaint them with your business, write a good outline, and start planning your content strategy.
3. You Hate Writing
If you’re a savvy business owner, you already know how to delegate. You understand that some things are better done by specialists. Plus, if you hate writing, you’ll never do it justice because that sentiment will come through in your writing. Who wants to read a page of your pain? Ouch! Hiring a professional copywriter takes care of a couple of things. You’ll be able to focus on what you are better at; the work gets done faster because there’s no procrastinating, and you’ll be able to plan your content strategy months in advance.
4. You Don’t Know How to Write for the Web
You might be a good writer, but that doesn’t mean you know how to write for the web1. Good web writing makes it easy for people to skim through and digest information. It provides clear calls-to-action (CTAs) and speaks directly to the audience for whom it is intended. It’s helpful but not sales-y—meaning it demonstrates that you understand the reader’s problems and know how to solve them too. If you don’t know the basics of writing web copy, hiring a professional copywriter will ensure your results are up to today’s standards.
5. You Have No Time
Building a successful business takes time. You’ve got people to meet, places to be, deals to make. Copywriting might be low-priority in comparison, so it’ll always get pushed to the back burner. You need to get it done, and it deserves to be done right. Therefore, you need to hire a professional. While they’re working on your content, you can focus on what you do best.
6. Your Competitors Are Crushing You
Chances are, your product or service is not totally unique. Most successful businesses have a unique value proposition (UVP), something that differentiates you from your competitors. If your content does not reflect your UVP, what’s to stop them from choosing your competitor over you? A professional copywriter will help you find your unique brand voice, put your UVP into succinct words, and help you rise above the noise.
7. Your Content is Pillaged from Other Sites
Sure, your competitor does the same thing as you—and their website performs well. But stealing content from them won’t help you get where they are. Take all the inspiration you need, but you need to make it your own. That means your content can’t be duplicated elsewhere on the web. A professional copywriter will ensure your content is unique to you (so you don’t incur Google’s wrath).
The Writing’s on the Wall
Every successful business needs a professional copywriter. Whether you hire freelance or have one on staff, a copywriter is an asset, an investment that pays for itself in multiples. If you’re looking to transform your web copy and need help on this, set up a call today.