I was sitting in a Fair Trading tribunal, not in the hot seat, there to support a friend who’s website development project had gone well beyond its due date.
On one side we had a Client who was aggrieved that the site hadn’t been delivered, the other a developer defending their position that they were waiting for content.
It’s the extreme end of a problem that’s all too familiar to me, and usually one of the more common complaints you hear from developers, no matter what systems or processes they have in place to gather content from clients.
I’m a pragmatic kinda guy, the hearing could have gone either way, some content was provided, it wasn’t particularly good, if it wasn’t for a contract with holes you could drive a semi through the developer might have prevailed.
But here’s the thing, the client should never be responsible for providing the content, or at least the vital, conversion based content. Period.
What’s the most important part of any website?
No, it’s not the size of your logo (sheesh!), or whether it ‘pops’ (even more sheesh!)
So many people want to focus on the design or the technical development, but the most important part of any website is the copy – the words on the page.
You can have the ugliest site on the planet an still convert customers by saying the right things.
It’s a red flag when an agency requests copy from … you.
The problem with DIY website copywriting
Website copywriting isn’t just about putting words on a page, it’s a carefully crafted strategy aimed at getting into the mind and emotions of your ideal customer, the real hero in the story, conveying your message effectively, how you solve their problem, and why you’re the best choice to do so.
With that in mind is it fair to expect a client to provide the copy?
When Clients are expected to provide copy they often get stuck, no matter what process is put in front of them, they’re not copywriters, so even when they do deliver content it’s often:
- Too business focused (welcome to…we’ve been in business for x years, we’re passionate about….we pride ourselves…we we we….)
- Too technical (innovative solutions, tailored services)
- Too hard to follow, too verbose, lacking in structure and flow.
So the project stalls, frustration builds and deadlines are missed, all alleviated by using a good website copywriter.
What a website copywriter brings to the table
When you work with an agency that offers copywriting you’re investing in a clear and confident message that does the hard yards for your brand.
It’s not going to absolve you from any effort at all, but you won’t be left to figure it out for yourself, an experienced website copywriter will;
- Have a process to uncover what really matters to your customers – this is where your involvement is critical – asking the right questions, using a proven framework.
- Keep your copy focused, consistent, and easy to read – these days people are constantly bombarded by information, they’re rarely motivated to wade through confused messaging.
- Make sure your message is effective.
Telling or selling?
Modern websites are the core transaction/conversion engine of a sales funnel, visitors come to the site to complete a transaction. Analytics show time and time again that they’re not going to give you more than a few seconds of their time if you don’t articulate clearly how you solve their problem.
There’s a distinction between copy that sells, and copy that tells, inevitably, when we leave it up to the client to provide content, we end up with copy that tells. In other words, this is what we do, who I am, what I sell, and here’s a whole load of technical background blah blah, now go figure that out, see if it solves your problem, and we’ll be here waiting for you (and waiting).
A good website copywriter will craft copy that sells based on customer insight;
- What is the product, how does it help me?
- Why should I buy this product from you?
- Why should I trust you?
- How do I get it?
Website copywriting is an investment—not an afterthought
Given we now understand the transaction/conversion role of the website, it’s job to create leads, sales, bookings, signups etc. then quality copy isn’t an optional extra, it’s what tells your story, builds trust, and moves people to act. It’s one of the most cost-effective investments you can make.
The money’s in the words.
