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Why You Need Website copywriter services


Good copywriting is fundamental to many aspects of digital marketing, from achieving your SEO goals to building your brand on social media. If this is something you’ve overlooked, now is the time to ask if you could benefit from specialist copywriting services.

To effectively connect with a target audience across multiple websites, you need to know how to write effective and engaging content.

Why good copy matters

For all the effort that marketers put into content creation, you may be surprised to know that 79 per cent of people usually don’t read web copy at all but are more likely to scan and skim. Although this may seem to render the art of copywriting futile, it’s a testament to the power of copy that’s clear, concise and engaging. 

Not all businesses have the budget and resources to employ an in-house copywriter to handle all their web content writing needs. Instead, many choose to outsource this task to an agency or freelancer which can guarantee high quality and results.

What are website copywriter services?

A website copywriting service is offered by agencies or freelancers to handle a business’s digital content for landing pages, blog posts, product pages, sales copy and various other online texts. 

Copywriters are responsible for crafting clear, concise and engaging copy that’s published on a company’s website and other online platforms. Their role involves everything from conducting keyword research to proofreading and uploading it to a content management system (CMS).

These services act as the bridge between a business and its target audience. The goal of writing compelling website copy is to encourage website visitors to engage with a company’s content or purchase a product or service.

The web copywriter you work with will conduct research into your business and its goals, and weave that information into relevant and valuable content that’s optimised for search engines to guide a potential customer through the buyer journey.

What does a typical website copywriting project involve?

Various types of website copywriting projects involve different tasks and outputs. For instance, a company may hire a web copywriter to write text for a website redesign project. Or, they may be asked to produce great content for a business’s blog on an ongoing basis. 

Several factors characterise effective website copywriting:

  • Direct, clear and concise copy
  • Adherence to the brand’s tone of voice and other guidelines
  • Answers questions or addresses pain points of the target audience
  • Search engine optimisation (SEO) principles 
  • Well-researched and backed by credible sources 
  • A compelling call to action (CTA)

The web copywriter handling the project will first be briefed on what is required. Then, they will conduct research and start crafting the content to meet your requirements. Next, the piece of writing will be proofread and edited to ensure there are no errors that may reflect poorly on your company. This step is important, as a whopping 74 per cent of web users pay attention to the quality of the spelling and grammar on company websites. Once the first draft is completed, it will be sent to the client for feedback.

Agencies may also offer additional services such as web analytics to track interactions and traffic or social media marketing to help promote your content and boost your online presence. Ultimately, their job is to provide relevant and valuable content to be featured on your website and other pages to effectively grow your business and keep your audience engaged.

Why is website copywriting so important?

Your website is typically the first point of contact between you and prospective customers. It should reflect your brand, its values and what you offer. 

Think about times when you’ve researched a business online and stumbled upon its website. Were you impressed with how easily it guided you to the answers you were looking for, or were you met with chunks of convoluted copy that were so dull you clicked away within seconds?

The quality of your website can make or break your success. For this reason, working with a professional copywriter allows you to effectively reach and impress your audience with your online presence. 

But it’s not just about copywriting, you’ll need to ensure your website is optimised for the user experience and features different types of media, such as video and imagery, to increase engagement.

How long does it take to create the content for your website?

This all depends on the scope of the project and the type of content you want to create. For instance, a simple landing page will require less time to complete than writing copy for an entire website redesign project.

The agency or freelance copywriter you partner with will negotiate deadlines with you to ensure work is completed on time and to the highest quality. They will also be able to offer additional advice and input to help you get the most out of your website communications.

How should your website content reflect your tone of voice and values?

This is one of the most important things to consider when creating and publishing copy and content writing on your website. All of your audience-focused communications should reflect your brand’s tone of voice and values. 

To do this, ensure you provide the copywriting agency or freelancer offering content writing services with your brand and tone of voice guidelines. This will enable them to adapt their writing to resonate effectively with your audience and differentiate your company from others in the same industry.

What are the benefits of using outsourced copywriting services?

Hiring an in-house copywriter may have certain advantages, but it also leads to increased costs, reduced flexibility and limited scalability. Instead, here’s a look at some of the various benefits that investing in an outsourced copy and content writing service can provide.

  • Expertise: You can leverage the experience and knowledge of a team of experts who are skilled in researching, writing and editing copy that’s engaging and reflects your business needs.
  • Flexibility: Working with an agency or freelancer and outsourcing content creation means you can trust them to know how to write copy for different types of projects and be able to adapt to your needs.
  • Scalability: A digital marketing agency that provides website copywriting services can scale to meet your needs, whether you’re experiencing a period of rapid expansion or slow growth.
  • SEO Optimisation: SEO plays an important role in driving traffic to your website and other online platforms. An agency offering web copywriting services can ensure the copy it creates  adheres to the principles of technical, on-page and off-page SEO.

What information do you need for a copywriting project?

Before a copywriter can get started with creating compelling content for your website or other online content marketing platforms, they need to have a clear understanding of what your business goals are. With this information, they’ll be able to develop a strategy and evaluate the most effective platforms to distribute your content on for the best results.

They’ll also need to know who your ideal customers are so they can adapt the copy to appeal to different demographics and target audience segments. Additionally, they’ll research your industry to glean the level of competition and any unique factors that exist which may affect your business. Once they’ve got this information, they’ll get to grips with your company’s philosophy and mission, as well as its overarching brand values and tone of voice. This will inform the style of content they write.

What if I want changes to the content produced by the writer?

Typically, website copywriting services include several revisions depending on your needs. So if you’re not happy with the first version of a draft that’s been sent to you, you can provide feedback and the copywriter or editor will make the appropriate changes.

Who enters the content into the content management system?

This all depends on the project and whether or not you want to provide the copywriter or agency with access to your CMS. Consider if you have time to upload the content yourself or whether you’d prefer to outsource this task to a third party.

What kind of content can you use SEO copywriting services for?

Nowadays, if you’re publishing content online it should always be optimised for search engines. After all, this is the most common way potential and existing customers find your website. 

SEO principles should apply to any piece of copy you want people to see online – such as blog posts, landing pages, white papers, press releases and so on – as this will help drive traffic to your web pages. SEO copywriting involves conducting keyword research and focusing on optimising the readability of content to ensure it is accessible and easy for your target audience to digest.

How do you select the best copywriting services for your business?

When it comes to selecting the best website copywriting services for your business, several factors come into play.

  • Cost: This is the first thing you need to think about. Your budget will determine the type of copywriting services you can choose. However, it’s important to look at the experience and expertise offered by the agency or freelancer too, as opting for the most affordable provider may not always be in your best interest.
  • Specialisation: If your business operates in a specific niche, such as the technical or financial sector, it’s worth looking into copywriting services that specialise in this type of writing. This way, you can be sure that the content you pay for is tailored to the right audience and is correctly informed.
  • Experience: It’s important to evaluate the experience of the agency or freelancer you want to work with. Check out previous examples of work on their website and be sure to read client testimonials to get a feel for what they do and how they are to work with.
  • Processes: Ask the provider about the processes they go through to provide the copy. An agency will typically focus on streamlining the content creation and management process to ensure you get the best results from your investment while guaranteeing a high level of quality.

How can you partner effectively with website copywriting services?

Partnering with an agency that offers professional copywriting services will enable you to grow your online presence while reducing costs and workload for your internal team. Whether you want to publish a monthly blog post as part of your content strategy or redesign your entire website, you can capitalise on the expertise and skills that copywriters possess.

Want the best website copywriting services for your business?

Axonn provides a range of digital marketing services to effectively engage your audience and grow your business. 

Our team of experienced copywriters know how to craft compelling copy that gets results and can adapt to various audiences and forms of content. Whether you’re seeking to invest in an SEO copywriting service or you want to bring new life to your email marketing strategy, we understand that every word counts.

8 Minute Read

By Iain Pemberton | Updated

Iain is a senior member of Axonn’s editorial team and is an expert in tech. He should be; he’s been writing about the topic for more than 14 years.

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