In the quest for exceptional website copywriting services, we’ve gathered insights from nine industry professionals, including senior copywriters and content managers. They delve into critical aspects ranging from the importance of identifying ideal customer understanding to choosing a copywriter who fosters a relational, caring approach. Explore these expert perspectives to ensure your website’s content is not only engaging but also strategically effective.
Identify Ideal Customer Understanding
When you talk to a copywriter about providing website copywriting, many topics could come up, but here are the three that are most important:
- Do they ask, in detail, about who your ideal customer is? If they don’t ask for your ideal customer avatar early on in the conversation, back slowly away from the computer or phone, as this is the most important information any good copywriter will need to do a good job.
- Do they ask if you have any Voice of Customer (VOC) information to share with them? If not, they’re likely amateurs.
- Finally, do they ask about your business’s brand voice? A good copywriter will write so the site sounds like you.
The key to great website writing is: (1) writing the site to speak TO the ideal customer, (2) in THEIR language, (3) using YOUR brand voice.
Willy Wood, Copywriter, Content Writer, Business Coach, Ed Consultant Marketing
Assess Writer’s Process and Style
To determine the right fit, find out about a writer’s process. How do they gather information from you for drafting initial content and revisions? How quickly do they expect to turn drafts around? What items are considered outside of scope?
Style and voice are also critical. Ask prospective copywriters to direct you to some sample pages they would consider to be in line with your own audience. Is their writing memorable and engaging?
For me, personality fit is important, too. Do you want to spend time on an important project working hand-in-hand with this person?
Karen Dempsey, Senior copywriter, KDempsey Creative
Research Determines Copy Quality
A good website copywriter must be a diligent researcher first. Website copy isn’t just a description of your product or service; it’s the entire story of how the product or service fits into the reader’s life. And to know that, you need to do lots of research—on the customer, their struggles, what they tried before that failed them, the language they use when talking about products or services like yours, and, crucially, the underlying desire (or need) that only you can fulfill.
Magnus Ruben, Copywriter
Prioritize Audience Understanding and Scannability
When you’re considering website copywriting services, here are a couple of key things I always focus on to ensure the best results.
Understanding Your Audience – I always make it a priority to really understand who we’re talking to. The best copy should:
- Feel Personal – It needs to sound like it’s speaking directly to your audience, addressing their specific needs and problems.
- Engage and Motivate – My goal is to create copy that not only informs but also gets your audience excited and ready to take action, whether that’s buying something, signing up for a newsletter, or getting in touch with your business.
- Feel Personal – It needs to sound like it’s speaking directly to your audience, addressing their specific needs and problems.
Creating Scannable Content – In today’s mobile-first world, it’s crucial that the copy is easy to read on phones. This means:
- Using Plenty of White Space – I’ll ensure the content isn’t overwhelming by incorporating lots of white space, making it easier on the eyes.
- Breaking Grammar Rules – For the sake of readability, sometimes it’s necessary to break traditional grammar rules. Short sentences and fragments can make the copy more engaging and easier to digest.
- Clear and Concise Structure – I’ll use headings, bullet points, and short paragraphs to make the content scannable, allowing readers to quickly find the information they need.
- Using Plenty of White Space – I’ll ensure the content isn’t overwhelming by incorporating lots of white space, making it easier on the eyes.
By focusing on these points, you can provide a copywriting service that not only engages and converts your audience but also ensures they have a great experience reading your content, no matter what device they’re using.
Amanda Catarzi Hengst, Copywriter, Inkery Co.
Research and Audience Connection Are Key
Evaluating the quality of website copywriting services hinges on two critical aspects: in-depth research and audience connection. Exceptional copywriters invest time in understanding your brand, industry, and customer pain points, ensuring the content is both relevant and compelling.
Additionally, effective copy must engage the target audience, using the right tone and language to tell a story that resonates and drives action. A copywriter’s ability to blend thorough research with a deep connection to the audience is what transforms mere words into impactful, conversion-driven content.
Corinne Yank, Content Manager, Flyrise Marketing
Brand Voice and SEO Proficiency Matter
High-quality website copywriting hinges on the writer’s ability to understand and align with your brand’s voice and goals. For instance, when we revamped our website copy, we looked for writers who could convey our unique value proposition in a way that was both engaging and informative, ensuring that potential customers immediately understood the benefits of our social media management platform.
One critical aspect is the writer’s proficiency in SEO. Effective website copywriting is not just about appealing text; it also involves optimizing the content to rank well on search engines. This includes strategic use of keywords, meta tags, and understanding the latest SEO trends. When we optimized our site, we saw a significant increase in organic traffic and user engagement, all thanks to copy that was both compelling and search-engine friendly. It’s essential to work with copywriters who stay updated with SEO best practices and can seamlessly integrate these into their writing without compromising on quality or readability.
Dinesh Agarwal, Founder, CEO, RecurPost
Content Must Engage and Produce Results
It’s crucial to ensure that website copywriting services appeal to the right audience. For example, the content should address the audience’s needs, preferences, and pain points effectively to keep them engaged and interested. The copy should be optimized for SEO by incorporating relevant keywords naturally without making it seem like they’re just being stuffed in there for SEO purposes. Lastly, and arguably the most critical aspect, is ensuring that the content produces tangible results, such as increased traffic or higher conversion rates.
Ryan McBride, Web Strategy Consultant, Visualize Digital
Engage Audience With Authentic Brand Voice
When choosing a copywriter, it’s essential to find someone who can truly engage and resonate with your target audience. They should demonstrate a deep understanding of the audience’s pain points, challenges, and needs. Equally important is their ability to communicate in a way that’s authentic to your brand’s voice and easily understandable by everyone, not just industry insiders.
Marya Nguyen, Squarespace Web Designer, Yangu Web Studio
Choose a Relational, Caring Copywriter
Hiring a website copywriter isn’t quite as momentous as, say, adopting a shelter dog or getting married, but it’s close! Your initial engagement may be short-lived, but the results will impact your business (your life!) for a long time. And the best results come from copywriters who see their work as relational, not transactional.
So here’s my best advice: when you’re on the hunt for a copywriter, don’t just ask for writing samples and rates. Also, get on a video call and do a vibe check. Do they seem to actually care about you and your business? Can you sense a curiosity about what you offer—and why? If they have writing chops and give a damn, adopt them. Marry them.
Kelley Hartnett, Founder, Tall Tree Collective
