People ask me occasionally, “Why should I pay someone to write my web content for me?” Good question. You’re more than capable of stringing a sentence together. You know the difference between a full stop and an ellipsis… How difficult can it be?
Here are 5 reasons why you shouldn’t write your own web copy.
1. Because you’re fabulous
Oh go on, you know you're great. But it’s surprisingly difficult to write about. You're so busy running a business that it's easy to concentrate solely on its features. Your customer doesn't care about features. They want to know what they can gain as a result of your service. What can they save - or achieve? What can they get from you? How can they benefit?
A professional copywriter puts themselves directly in your customer’s shoes, makes a personal connection with them. Within seconds, your site visitor knows that you understand their needs and can deliver a clear benefit.
2. You don’t have time
It takes hours of research, editing and hard graft to create engaging, benefit-focused website copy. Can you afford the time? Look, this is one of my favourite quotes:
“I’m sorry that this is such a long letter. I did not have time to write a short one” (Blaise Pascal)
Which brings me on, rather neatly I think, to reason number 3…
3. Your customer doesn’t have time
Web surfers are notoriously fickle. They'll click the back arrow within seconds if you don't grab their attention. That’s why there are two basic rules for writing for the web. The first is “Get to the point”. The second is, well, “Get to the point”.
Web content has to be concise, and it has to be conversational. Customers won’t wade through wasted words, long sentences, block paragraphs and "it's all about us" copy.
4. Web content isn’t just writing
Reading on-screen isn’t the same as reading a newspaper or magazine. It’s unique, effectively an F-shape. We look at…
The first sentence. It has to be attention-grabbing and informative. This is often as far as we go before skipping to...
The second paragraph. What’s in it for me?
Then we scan down the page looking for…
5. Because I’m worth it
In short, I can make you money. You can concentrate on expanding your business and in the meantime, I can do the following for you:
Have I persuaded you? Marvellous. Here I am.