When it comes to crafting the perfect message for your website, avoiding common pitfalls is key to success. We’ve gathered insights from six professionals, including CEOs and a seasoned website copywriter, to pinpoint the top mistakes to avoid. From knowing your brand before hiring to ensuring niche knowledge for writers, these industry experts weigh in on how to ensure your website’s content is both compelling and effective.
- Know Your Brand Before Hiring
- Verify Writer Consistency
- Integrate Copywriters Into Marketing Strategy
- Hire Niche-Specific Copywriters
- Assess Writer’s Brand Understanding
- Ensure Niche Knowledge for Writers
Know Your Brand Before Hiring
One of the top mistakes to avoid when hiring a website copywriting service is hiring before you know your brand. Before you hire a copywriter, it’s helpful to have a strong sense of who you are as a brand, whom you serve, and why they need it. A copywriter can certainly help you uncover these things, but when you already have that deep understanding of the full picture, the content will be much more compelling and effective.
Kristie Statuto, Website Copywriter, Kristie Anne Copy
Verify Writer Consistency
The biggest mistake you can make when hiring a website copywriting service is to assume that the samples they show you were written by the person or people who will work on your account. Often, I’ve worked with copywriting services where the sample content was great. It was well-written, compelling, and effective. But then, when the projects start, the style feels a little off. Then, over time, the quality degrades.
“Bait and switch” is common in this industry because people seldom pay attention throughout the entire engagement. To combat this issue, get some guarantees from the provider and let them know what will happen if they don’t follow through. The most important guarantee is to have the same small group of writers create all of your content, and for all of it to flow through a layer of quality assurance before delivery.
Dennis Consorte, Digital Marketing & Leadership Consultant for Startups, Brand Boba
Integrate Copywriters Into Marketing Strategy
A significant pitfall is neglecting to involve the copywriting service in your overall marketing strategy. Copywriters need to be integrated into your marketing team to create content that supports your broader goals. When we included our copywriters in strategic meetings and shared our marketing objectives, the content they produced was much more targeted and impactful.
This collaboration ensured that the messaging was consistent across all platforms and campaigns, ultimately driving better results and higher ROI. So, make sure the copywriting service you hire is not just a vendor but a strategic partner in your marketing efforts.
Dinesh Agarwal, Founder, CEO, RecurPost
Hire Niche-Specific Copywriters
The biggest mistake I made when hiring my first copywriter was going for a jack-of-all-trades. This person had tons of experience and accolades, but from a variety of industries. They were a talented writer—they just didn’t know much about the recruiting industry. And that didn’t work for me at all. To stand out nowadays, generic advice or information won’t cut it. You need tailored content that reflects your unique niche, and just Googling a topic isn’t enough.
I realized that it was far better to hire a less experienced writer with time spent in my industry. In fact, the person I ended up going with long-term is a former recruiter. Their writing wasn’t quite as sharp, but that developed over time, and what mattered more was the expertise they brought to every blog post.
Rob Reeves, CEO and President, Redfish Technology
Assess Writer’s Brand Understanding
One of the top mistakes to avoid when hiring a website copywriting service is failing to thoroughly assess the writer’s understanding of your brand and target audience. A copywriter might have excellent technical skills, but if they don’t grasp your brand’s voice, values, and the specific needs and preferences of your audience, the content will likely miss the mark.
To avoid this mistake, it’s essential to conduct a detailed briefing process. Provide the copywriter with comprehensive information about your brand, including its mission, unique selling points, and any existing brand guidelines. Additionally, discuss your target audience in depth—who they are, what they care about, and how your product or service addresses their needs. This ensures the copywriter can craft content that resonates with your audience and aligns with your brand’s identity.
In my experience, taking the time to ensure this alignment significantly improves the quality and effectiveness of the content. Compelling content that speaks directly to your audience not only enhances engagement but also drives better conversion rates, ultimately contributing to the success of your website and broader marketing efforts.
Ensure Niche Knowledge for Writers
When hiring a website copywriting service for your company, make sure the writers are well-versed in your respective niche/vertical and have specific knowledge about your products and niche. This ensures that the content effectively engages and converts your target audience, enhancing your affiliate campaigns and business growth.
Mohammed Kamal, Business Development Manager, Olavivo
