What to look for in a web copywriter

There are three fundamental traits that a good web copywriter must have. Here are a few tips and questions to help you judge the best web copywriter for you site and business.

1. A web copywriter must be a good writer

Feel free to ask a web copywriter for examples of work, experience and/or qualifications. You need to feel confident that they have strong writing skills and will be able to understand the specific needs of not only your business and website, but your customers – that’s who they are writing for after all!

2. A web copywriter must understand marketing language and communication

The internet is a dynamic marketing environment. Your web copywriter must know how to write copy that puts your message across and communicates active persuasion. Whether you want prospects to download an article, sign up to a membership, purchase a product or book an appointment, the language on your website must motivate them to act.

3. A web copywriter should be an SEO copywriter or at least understand SEO

SEO (search engine optimisation) is a highly specialised area. Some web development and online marketing companies have SEO specialists who just research keywords and SEO techniques. The strongest web copywriter will be able to research and advise you about keywords (or access someone else who can) and then weave those keywords into your web copy in a way that is unobtrusive and reads well.

Isn’t it easier to just write my own web copy?

This is a bit like asking isn’t it easier to cook my own dinner. Yes it is, but maybe not if your most important client is coming over for dinner.

The amount of research, experience, expertise and application that it takes to write well is substantial. A web copywriter will be able to create in a few hours what might take you days or weeks.

Also, a trained web copywriter understands how people read online. Of course you know your business better than anyone. But writers know readers better than anyone. And in the first instance, your perfect customer is a reader. So why would you want to serve them up with anything but the best?

People don’t always notice poor copywriting. They just don’t act on it. The best web copywriter will create words that are almost ‘invisible’ to a reader because the reader is immediately engaged and then motivated to take action. If a reader switches off, gets bored or navigates away from a page the most likely reason is because the copy is poorly or inappropriately written.

For a review of your current website copy or to speak with an ASENZ consultant about any aspect of search optimisation, website design or online strategy please get in touch.