Every website designer and marketing agency I’ve worked with tells me the same thing. “I don’t know why I put off working with a copywriter for so long. The copy’s always what creates a bottleneck in my project timelines.”
But before we dive into the benefits of hiring a copywriter, I’m going to take a minute to do what copywriters do best. Let’s talk about your frustrations and pain points. (That way, I’ve got you primed for the solution.)
Many clients are surprised to find out they have to provide website content. Which means they probably didn’t budget the time or money for it. They might DIY it, hire the cheapest option, or leave you to write it.
Writing copy is time-consuming and likely not your area of expertise. And getting it from your client? They either don’t send it on time, don’t send it all, or send you something less than ideal. This impacts your design and your deadlines, which sucks.
I get it. Unfortunately, I’ve seen my copy paired with a DIY design or crammed into a template one too many times. And that’s why I almost exclusively partner with web designers now.
It didn’t take me long to realize there’s no better partnership (well, other than cheese and crackers). Two heads are always better than one. And when you find the right match, it levels up both of your games.
Okay, now that I have you properly agitated and starting to envision the transformation that could occur, let’s get to it.
Benefits of hiring a copywriter
Why hire a copywriter? Here are 6 reasons:
- Cohesive website design and copy
- Increased leads and revenue for your client
- Expand your services, increase your revenue, and attract more clients
- Consistency with brand voice
- Different perspectives
- You save time
Cohesive website design and copy
Here’s the deal. Poor design and content drive 38% of web visitors away. Even if only one of these misses the mark, it impacts the other. It’s one of the reasons I started partnering with web designers. It was frustrating to see my copy lose its effectiveness because of poor design. And you know how hard it can be to design well around a wall of text or not enough content.
Even the most persuasive CTA is useless if misplaced or lacks a strong value proposition or sense of urgency. It’s like having the perfect frame for a piece of art – one enhances the other. (Apparently talking about designers and copywriters brings out the analogies.)
Copywriters often supply wireframed copy to guide the design. I can say from experience, nothing beats seeing a designer take my blueprint and turn it into something even more spectacular than I imagined.
This recent collaboration is a perfect example:
Creating a website is both an art and a science. Even if your clients manage to deliver clear and concise copy, they might not know how to structure it to guide the reader smoothly through their site. And confusing your customers is the quickest way to lose a sale. If the copy’s flow doesn’t make sense, visitors will head straight to a more navigable and comprehensible site.
Increased leads and revenue for your client
Stunning design grabs attention and leaves a killer first impression. But it’s the copy that turns those visitors into customers.
HubSpot says 67% of people visit a brand’s website to learn more about it. Professional copywriters write compelling copy that communicates what makes a brand and its offers unique. By partnering with a copywriter, you offer clients a website with copy and design optimized for conversions. And more leads and revenue for your clients means more leads and revenue for you too.
Expand your services, increase your revenue, and attract more clients
Think about why stores like Target started carrying groceries: convenience. The same applies to your website services.
By offering both design and copywriting, you provide a complete solution, expanding your market and making your clients’ lives easier. This one-stop shop approach attracts more clients. And just as I get leads from the designers I work with, they get referrals from me.
Consistency with brand voice
Ever landed on a site that feels off? Like when you bite into something expecting one flavor and get another. That’s what happens when a brand’s voice is inconsistent.
Clients hire you for a professional website they can’t DIY. Those same clients know what they want to say but struggle to say it in a way that connects with their ideal audience.
A brand voice tells a business’s story. If the copy is playful but the design is sleek and modern, or if images don’t match the message, it creates confusion. And confused clients don’t convert.
Different perspectives
Two heads are always better than one. Teaming up with a copywriter adds a fresh set of eyes and expertise in buyer psychology, persuasive techniques, and storytelling.
Think of it as a dynamic duo. You focus on visually stunning and user-friendly design, while the copywriter crafts messages that resonate and persuade. Together, you create an engaging user experience from landing to conversion.
You save time
Time and money are your most valuable assets. When you work with a copywriter, you’re not stuck waiting on your client for copy or having to schedule the time to write it yourself. You deliver better results in less time, allowing you to take on more projects or enjoy more downtime.
How can you make the most of working with a copywriter?
Cheese and crackers, milk and cookies, website designers and copywriters. Yes, these things go together. But they’re not all the perfect match. Even if you’re sold on the benefits of hiring a copywriter, it’s important to find someone who’s a great fit. Here are the things I consider before committing to a partnership.
- Do you serve the same target audience? Have similar pricing?
- What’s your process like? (My most successful partnerships have been with web designers who have a similar flow from onboarding to delivery.)
- What expectations are there when it comes to collaboration?
Start with a trial project and see how it goes from there. When you find the peanut butter to your jelly, you’ll wonder how you got this far without them.
Conclusion
Partnering with a skilled copywriter not only smooths out your workflow but also improves the quality of your projects, creating a win-win situation for you and your clients. So if you’re tired of jacked-up timelines and ready to up your game, it might be time to find your perfect copywriting partner, the Batman to your Robin. (Sorry – couldn’t resist one last corny analogy.)
