It’s no secret that in today’s digital world, businesses need a website.
In case you need any convincing, remember that 70 to 80% of customers research a business online before making a purchase – or even visiting a store.
Simply having a website is only half of the equation.
It’s the same way that owning a guitar doesn’t make you the next Brian May. You need to learn how to play first.
With a wide option of website platforms available, it’s easy to make a website – even if you don’t have any past experience. All you need to do is drag and drop the elements you want in place, and you’re good to go.
But as we outlined before, just having a website isn’t the same as having a high-performing one. There are lots of different elements that make a website work. Your copy is one of them.
Website copywriters explained
A copywriter for websites is someone that writes copy for your website. Yeah, sorry if you were expecting an answer a little more complex than that.
Now, don’t misunderstand that a copywriter is someone that just writes. Like any other profession, they spent years honing their skill.
Everyone can write, but that doesn’t mean everyone can write copy.
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Website copywriters develop strategies for their writing. It even goes as far as identifying the unique selling proposition that makes your service or product distinctly yours and effectively selling it to your target audience (Hernández, 2017).
Think of it this way, everyone has the capability to draw. But that doesn’t mean everyone is a professional artist. If you’re wanting a new logo, you’d rather ask a graphic designer than a 5-year-old with a Crayola collection.
To understand a website copywriter, you need to understand copy.
Why website copy is important
Some people have a shop mentality around websites, in which they think that people will simply arrive, see an item and take it to the checkout. There are no questions asked or hesitations to buying.
In a store, you can see and feel the item. You’re not relying on an image; you know exactly what it is that you’re buying and don’t have any concerns about receiving it. It’s not like the cashier will take the item away from you and never hand it back.
It’s not like that online. Although you might get people buying small, impulse purchases, it generally doesn’t work like this.
You need to picture your website more like a car showroom than a store. When people walk into car showrooms, they do not point at a car and buy it no questions asked.
Instead, you’ll talk to a car dealer. They’ll show you the cars, giving you the details inside and out. They’ll answer all your questions and put aside any worries you might have.
They’ll even convince men with fragile egos that buying that car won’t make it look like they’re going through a midlife crisis. Eventually, they’ll get you to sign on the dotted line.
This is what you want your website copy to do.
Your copy acts as a salesperson for your company. It’s there to ease any worries, give valuable information and ultimately – turn your visitors into customers.
Websites are full of snap judgements
I’m going to be honest with you and admit that no one has time to read every single word of your website’s copy.
Life is short, and we all have better things to be doing. That’s why most visitors will make an instant, snap decision about whether to stay or leave your website.
If they don’t like what they see, they’ll leave. And to make matters worse, 88% of online consumers won’t return to a website if they have a bad experience there. You’ve basically got one shot to make an impression. No pressure.
On average, visitors spend just 5.59 seconds looking at a website’s written content.
This doesn’t mean that you should skimp out on the copy. It just means that you have less time to make an impression, which is all the more reason that the words you use should be the right ones.
Benefits of hiring a professional copywriter for your website
I could list many reasons why hiring a copywriter is good for your business. But to make things simple, I’m just going to focus on one.
The biggest benefit of hiring a copywriter is that they know exactly what they’re doing. Which means you get professional, high-performing copy the first time around.
Like every salesperson, copywriters effectively appeal to the human psyche. Their chosen strategy is up to them, but persuasion techniques such as future pacing, scarcity, social proof, etc., are usually effectively utilised (Mališević, 2024).
Let’s say you want to redecorate a room and after watching a lot of interior design shows you don’t want to go for plain walls. You want to paint an abstract shape onto the wall to really make the room pop.
You’re no Picasso, but you decide to give it a go. It takes you a long time, a lot of effort and ultimately, you’re left with something that’s a little rough around the edges. It’s not exactly what you envisioned it to be.
Or you could hire a professional painter who will get it right straight away. There’s no touching up the edges or re-doing bits you’re not happy with. It’s done, exactly how you pictured it.
In the real world, a study showed copywriters (in tandem with product design) exerting a positive influence as high as 71% on sales growth (Wi Endang et al., 2023).
That’s the benefit of hiring a skilled copywriter. But, if that’s really not in your budget, take a look at our guide for Copywriting for Beginners.
Where to find a copywriter for your business
There are different platforms and approaches that you can use to find a freelance copywriter, helping you find one that’s right for your budget and needs.
You could search online freelancing platforms like Upwork and Fiverr for fast turnaround and budget-friendly results. On these websites, you can post the job that you want completed, as well as the timeline and budget for the work.
Freelancers on the website will be able to respond to your listing, submitting their proposals for your consideration.
It’s like posting a job listing and having freelancers apply to fill that job. Once you have your proposals, you pick the best applicant and have them deliver the copy you need.
If that sounds like a lot of work to sift through proposals, you could also turn to copywriting or marketing agencies instead. Although these will most likely cost more, using an agency means that you’re relying on the services of an already trusted, vetted and approved copywriter to complete your project.
If there are other areas of your website or business that you need help with, using an agency to solve all these areas could be a simple all-in-one solution to tick everything off your list with less stress.
Alternatively, you could also use social media like LinkedIn to connect to freelancers, or ask in your industry for recommendations.
The true cost of copywriters
The slightly rubbish but true answer is that it depends.
The cost of website copywriters is varied, depending on their skill and experience. You might find one person who will charge under £50, and someone else whose price goes into the thousands.
There’s no industry standard way of charging either. A Procopywriters survey revealed that:
- 50% of copywriters charge a project fee
- 7% of copywriters charge by the hour
- 6% charge per word
It all depends on the copywriter.
The important thing is to find someone who works in your industry and your budget. Just be careful not to veer too much towards the cheap side. We all love a good bargain, but when it comes to freelancers, you get what you pay for.
When hiring a copywriter, we’d recommend always checking available portfolios to ensure that their writing is clear, engaging, and can fit the style of your website and business. We’d also recommend looking at reviews (if available!) or asking for references from previous clients.
Just like you would check out a plumber before you let them tinker with your house, you want to make sure that your copywriter is qualified and will be able to create compelling website content that resonates with your target audience.
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Now you’ve read this guide, you will have a better understanding of why the copy on your website is so important as it helps turn your visitors into customers.
You’ll also see that a website copywriter is a professional writer equipped with the skills to provide a high converting copy. The cost of hiring a copywriter depends on each person, but there will always be someone within your budget and industry that can help.
Need an extra hand? Check out our guide on how to convert website visitors here for more tips and advice.
