Your boss expects you to do everything: manage social media, write advertising copy and blog posts, put together the email newsletter, get a press release out, and help write proposals. Last but not least on your list is writing new copy for the website.
It’s hard. Between meetings, emails and pressing deadlines, website copy can get pushed to the bottom of your to-do list. It’s no surprise. Copywriting requires concentration and uninterrupted time. You need time to research, formulate thoughts, write, edit and refine. You know the copy needs to be optimized for the web. That means delving into hundreds of potential keywords before you can even get started.
Should you hire a website copywriting service? Maybe you are afraid it would be more trouble than it’s worth. Perhaps you had a bad experience once. Maybe you don’t know anyone. It takes work to find someone. Maybe you are afraid of what your boss will think? Or afraid to admit you don’t know everything there is to know about website copywriting? So you keep on doing what you’re doing … putting out fires while your website stays stuck in the past.
The importance of search to B2B marketers can’t be overestimated. According to Marketo, “93% of B2B buyers begin their buying process using Internet search.” Your website copy is simply too important to not hire a professional website copywriting service. Things have probably changed considerably since the last time you revised the copy for your website. Competition has increased and marketers are getting more aggressive with their online initiatives.
Some website copywriters will churn out copy without a comprehensive plan for using keywords. If that’s what’s proposed, run the other way, unless you are willing to do it yourself. Selection of keywords requires a focused effort and a writer who understand its importance.
Hiring a Website Copywriter Doesn’t Mean Losing Control
Sometimes I think marketing managers worry about the consequences of letting go of something they used to do themselves. But I believe freeing yourself of the website copywriting responsibility produces better results. Instead of jumping in to write the copy, take time to focus on website objectives, content strategy and tone. Work hand-in-hand with the writer to brainstorm ideas, without having to be burdened with the details. And finally, continue to exercise control and accept accolades for a usable website that gets results.
Take small steps. Consider starting with an optimized press release, then move on to a single website page. Be clear about your objectives and deadlines. The right writer will come to your rescue by delivering great copy when you need it. Find the right website copywriting service and you become the hero.