A professional website content writer gives your website ‘secret sauce’
How important is professional website content for a successful website?
Did you know your content is one of the most critical success factors for your website? It explains to your potential clients not only what you do, but how and why you do it. Most importantly, it makes it clear why they should choose YOU and YOUR BUSINESS above your competitors. While great design, usability and function are also essential for your website, it’s the content that lies at the core of your success. Unfortunately, many business owners simply don’t understand how important it is to have great web content professionally written. If you want to know more about why you should use a professional website content writer in the creation of your website, read on.
Websites are a visual medium – right?
It’s easy to get enthused and excited about the look and feel of your website. It’s kind of fun looking at all the options, photos and fonts you can use. And it’s vital that it looks good – and works – on all different devices. But if your website just looks good and doesn’t tell your visitors crucial information in a clear and effective way, it misses the point. Or to coin the pre-internet words of Shakespeare – “it is a tale told by an idiot, full of sound and fury, signifying nothing”.
7 good reasons to hire a professional website content writer
If you are thinking about getting a new website or redoing an existing one, consider hiring a professional website content writer. Here are some of the reasons you should consider this an essential investment, not a ‘nice to have’ option:
1. Because Google will love you more
Relevant, quality content is a key factor Google uses to rank web pages. Google’s own search quality evaluator guidelines explain what they regard as quality content. In short, some of the content factors Google is looking for include:
- A very high level of Expertise, Authority, and Trustworthiness in the content (E-A-T).
- A satisfying amount of high quality main content
- Highly satisfying information about the website or who is responsible for it.
Google don’t want you to ‘phone in’ your content or submit anything half-baked. They state “We will consider the MC [main content] of the page to be very high or highest quality when it is created with a high degree of time and effort, and in particular, expertise, talent, and skill”.
A professional website content writer brings that high level of expertise, talent and skill to the table. They will know how to get the best information from you and write it up to communicate your expertise, authority and trustworthiness.
2. We have a specific skill set
We have clients who are psychologists, art consultants, expert wood turners and sustainable home builders. I would never presume to have the skills they use in their everyday work without many years of study and hard graft.
Likewise, professional website content writing is a specific skill that is generally honed over a long period of time and with a lot of practice. Different web copywriters come at these skills from different directions (mine are built on the back of tertiary English and Marketing qualifications and many years working marketing communications). Some other copywriters began as journalists or public relations specialists. Point being, it takes both training and experience to be a professional content writer.
It’s important to understand that writing for the web is a different skill set from other forms of writing. Website visitors scan pages rather than read them as they would a book. Writing for websites must be structured for ‘scan-ability’. Your content also needs to get to the point quickly, as online attention spans are short. Most of all, it needs to tell your visitors what’s in it for them, rather than focussing on you and your business.
3. We benefit from perspective
It’s tough to look at your own business objectively and see your offers from your customer’s point of view. A professional website content writer can look at your business objectively, unhindered by emotions or assumptions. We put ourselves into the head space of your customers and think about what information is important to them. Professional copywriters won’t hesitate to highlight what’s great about your company, but are also ruthless about leaving out bits that don’t really matter. We will write customer-focussed content that clearly outlines your value proposition to your audience.
4. We’re fast
When you do something for a living, all day long, you get efficient at it. When you try to learn a new and unfamiliar skill set and fit it in around your core, profit-generating skills, it can be both time consuming and disruptive.
Investing in web content writing frees up your resources, your time, your mind and your energy. It also means that the crucial job of creating great content for your website won’t be set aside in favour of your main business tasks. A professional website content writer should be able to develop your website copy in far less time and at a far higher level of quality than a non-writer would be able to.
5. We save you from embarrassment
OK sometimes it’s hard being a card-carrying member of the grammar police, struggling to hold back from correcting friends’ Facebook posts! The struggle is real folks, but we all know being pedantic doesn’t win you any friends on social media. But if you want your business to look and sound top notch, a grammar and spelling fiend is your best friend. There is little so cringe-worthy as grammatical or spelling mistakes that make your business look amateur.
By having your content written and edited by a professional writer, you are making sure that someone has been through it with a fine-tooth comb. You’ll always be presented with your best foot forward.
6. We understand the secret of SEO
SEO is still a hot topic – everyone knows they need it, but few quite understand what it is. Yes, there are many moving parts like backlinks, meta descriptions and keywords. But what most people don’t understand about recent search engine changes is that Content = SEO and SEO = Content.
If you have high quality, well written and helpful content on your website, and it is optimised correctly, it will help your website’s ranking. A professional website content writer may also be able to provide you with on-page SEO to give your pages the best chance of ranking in search queries.
7. Because your competitors are
When you were a kid, did your mum try to dissuade you from doing the silly things your friends were by saying “if so-and-so jumped off a cliff, would you do it too?”. It was good advice when applied to creating Evil Knievel-inspired bike ramps or sticking things in your ears, but mum’s words fall short when applied to business.
Think about this. If your competitors have invested in professional copywriting on their website, it’s very likely that their customer offer sounds a lot more compelling than yours. You might know that you have a better product/service or offer, but if their content is better – guess who is going to win the clients?
On the flip side are your competitors who have terrible web copy. For customers doing pre-purchase web research (which is becoming a larger part of the decision making process each year), having better content on your website will give you an instant competitive advantage.
Great website content that clearly explains the benefits you offer to your customers will position you strongly against your competitors when your prospects are searching for a solution online.
Boost your website with great content writing
In the early days of the web, no one paid too much attention to your content. But as online marketing becomes both more refined and competitive on an almost daily basis, you need to give your website every opportunity to succeed. Investing in professional website content writing is one of the most important ways to give your site an advantage over your competitors.
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For businesses that rely on communicating ideas to the highest standard, I highly recommend Hook and Loop.