Website copy refers to the words and messaging found throughout your website.
In a way, website copy is the foundation of your entire website. Yes, photos and brand design are powerful and important, but the copy (text) will tell the story. Truly successful website copy achieves a lot with a little:
- Attracts your dream clients and projects
- Establishes your value and expertise
- Creates the foundation of a trusting relationship
- Crafts a user experience throughout the site
- Communicates with potential clients 24/7 (while you’re sleeping)
- Is designed to support your business and life goals
That’s a tall order, and you can see why so many designers feel out of their element when trying to write website copy on their own. This is why I highly, highly recommend working with a professional copywriter. In case you haven’t worked with one before, here’s what you need to know…
How is professional website copy different?
Professional website copy is similar to interior design in that form follows function. Website copy without strategy is the same as an interior that doesn’t take the homeowner’s lifestyle into account. It’s just fluff, serving little purpose, which is what most DIY website copy ends up being.
Instead, professional copywriters have a writing and marketing background. They know how to write in a way that is compelling, creates connection, and converts website visitors into leads. That goes double for copywriters who specialize in the design industry. The more niche they are, the deeper the insights they will have for you and your business.
Note: Most copywriters start projects with Brand Messaging Strategy, which involves digging into your goals, ideal clients, services, values, mission, and competitors. They will consolidate these details into a messaging strategy that defines your unique position in the market, establishes your voice, and shows you how to represent your business powerfully and authentically. (I have worked with a professional copywriter myself, and it was the best investment I made that year!)
What can you expect to invest in professional copywriting?
In my experience, professional copywriters will charge anywhere from $5,000 to $10,000 for the full project. As a fellow business owner, I can tell you that this investment is well worth what you are getting in exchange. This process will transform your business in the best ways, from the inside out.
Your copywriter may also have optional add-ons available for materials like: lead magnets, nurture sequences, welcome packets, client process emails, and more.
What should you look for in a copywriter?
There are a few key traits I recommend looking for in your copywriter: industry, style, and personality. Ironically, these are the 3 things I’d suggest looking for in a brand/website designer, too.
In my experience, hiring a copywriter with experience in the interior design industry (if you’re an interior designer like most of my clients) is invaluable. Their knowledge will bring greater depth and impact to your website copy. However, you can also find excellent copywriters who specialize in writing for creative entrepreneurs or service-based businesses. If their portfolio includes interior designers, they may be up to the challenge.
Browse (or request samples) of your prospective copywriter’s past work. While many can write in different voices, they tend to have a style where they feel most comfortable. (Just like designers!) Although the clients in their portfolio will have a different messaging strategy than yours, take a look to see if their approach resonates with you.
Copywriting is surprisingly personal. After all, this is the writer who will be hearing your revenue goals, life dreams, and representing you authentically on your website. It’s important to feel trust and connection with them. There’s no right or wrong here. Follow your instincts.
When should you hire a professional copywriter?
I suggest hiring a professional copywriter before the website design process begins. When you have the copy first, your website design will be completely custom and crafted around your individual brand strategy and messaging. It’s a bit like a custom home, with website copy as the footprint.
Adding your copy after the design phase is like trying to spice up a pre-built, builder-grade house. It can still look great in the end, but it isn’t as personalized or aligned with your goals.
That said, brand/website designers usually know copywriters, and copywriters usually know website designers. I recommend finding your website designer first (even though the design comes second), and then asking for their recommendations for copywriters.
Last but not least, start early.
Copywriters and website designers tend to book out, especially during the busy seasons (like January/February). But if you find the perfect match, in my opinion, it’s worth the wait!
If you’re interested in discussing an elevated brand and website project for your business, I’d love to connect. Click here to book a call.