What is copy?
Copy is another word for content – the written words on your website.
What is a copywriter?
A copywriter is someone whose job it is to write the words on your website.
What makes copywriting different?
You may think “hey, I can write, why should I hire a copywriter?”
Anyone can write, but not everyone can write good copy. Copywriting is a skill in and of itself that not only encompasses good writing skills, but good visual design skills and an understanding of search engine optimisation, or SEO.
What goes into copywriting?
No surprise there! A copywriter needs to have good written communication skills – spelling, grammar, punctuation – the usual suspects. Badly written prose will turn people away from your website.
2. Comprehension and communication
Your website is your “online face” – copywriting requires good listening and interpretation to ensure the message you want to convey is captured and conveyed correctly. You don’t want your website saying something you don’t want it to.
Websites look their best when the written word is minimal, especially on the home page. Copywriters need excellent editing skills to cut down word counts, condense statements and conglomerate duplicated ideas so that the words don’t swamp the pages.
4. Visual design
When writing copy, the number of words in each block need to be exactly right to fit in with the visual design of the page. Because images play such a large part in a good website, copywriters need to sculpt their text so that it matches the dimensions of the image. A copywriter may spend 30 minutes on four sentences, ensuring that not only is the message intact, but the size of the paragraph on the finished page matches the visual design and the images.
5. Search engine optimisation (SEO)
Writing for the internet is a whole different ball game. You want your website to be found, and you do this through keywords. What’s more is you will use a different keyword, or set of keywords, for each page. Copywriters need to determine the best keywords and intersperse them within the header titles and copy so it still reads as natural prose.
6. Sales psychology
Your website is your online sales rep, working 24/7, generating leads for your business. Copywriters need to understand how to lead people on a “sales journey” – telling a story with carefully selected elements that take them from the open to the close.
Why should I hire a copywriter?
A good copywriter will have all of the above skills in spades. By hiring a skilled copywriter, not only does it take the sweat out of writing it all yourself, it also reassures you that your website will be effective in doing its job – generating leads for your business.