Should You Write Your Own Copy or Hire a Copywriter?
In a world where more and more people are bringing their businesses online, making a solid first impression isn't just a recommendation; it's necessary to stand out in a crowded online world.
The copy you use to present your business to the world can make or break your chances of winning over customers.
For instance, imagine your website copy as the initial handshake or greeting visitors receive when they land on your site. It's their first introduction to your business, significantly influencing their perception of your brand.
But who should write your website copy? Should you do it yourself, or should you hire a copywriter?
Let's look at both options and their pros and cons. We'll also discuss what copywriters do and don't do and share some statistics on how many businesses use copywriters.
What Do Copywriters Do?
Copywriters are experts in the art of persuasion. These professionals specialize in crafting compelling content that grabs attention, engages readers, and leaves a lasting impact.
Whether it be writing website copy, email marketing copy, social media copy, paid advertising copy, content marketing copy, sales copy — or all of the above — a copywriter can help you create clear, concise, persuasive, and engaging content.
A good copywriter can help you to reach your target audience better, build relationships with potential and existing customers, and increase sales over time.
What Copywriters Don't Do
While copywriters are experts in creating compelling copy, it's important to note that they don't do everything! Here are a few key areas where copywriters typically don't take the lead:
Design or Develop Websites
Copywriters may provide general advice on website design but typically aren't web design and development experts. They focus on creating compelling copy rather than handling the visual aspects of website creation.
Create Graphics and Videos
While copywriters can write engaging text for graphics or videos, they aren't (usually) graphic designers or video editors. Collaborating with other professionals in these fields will ensure your visual elements are of the highest quality.
Technical SEO
Copywriters can optimize your website copy for search engines, but, again, they typically aren't SEO specialists. To improve your website's search ranking, you should hire an SEO expert to implement a comprehensive optimization strategy.
Manage Social Media Accounts
Copywriters excel at crafting engaging social media copy but typically don't handle the day-to-day management of social media accounts. That responsibility falls under the role of a social media manager.
Handle Customer Service
Copywriters may write the copy for your customer service website or email templates, but they usually don't directly handle customer service inquiries.
Of course, there are always exceptions. Some copywriters are great at writing copy and have some of the above skills, too!
Hiring a Copywriter Vs. Writing Your Own Copy
When deciding whether to hire a copywriter or write your own copy, both sides have valid arguments.
Reasons to Hire A Copywriter
Copywriters specialize in crafting persuasive and engaging content to help businesses reach their goals. A business would benefit from working with a copywriter for a handful of reasons, some of which include:
Save time
Running a business requires juggling multiple responsibilities, and writing high-quality copy takes time and effort. By hiring a copywriter, you can free up your own time to focus on other critical aspects of your business while they write professional, compelling content for your business.
Build or Strengthen Your Brand Message
Copywriters have a deep understanding of language, grammar, and storytelling techniques that can strengthen your brand's messaging and powerfully impact your target audience. A good copywriter can take your message and make it shine.
Maintain Voice and Tone Consistency
By default, a copywriter must be able to effectively adapt their writing style to different marketing tasks and platforms. Whether it's website copy, social media posts, email newsletters, or advertising campaigns, they can tailor the tone, voice, and style to fit each platform's specific requirements.
Generated More Leads and Drive More Conversions
Another key skill that copywriters bring to the table is their ability to write effective calls-to-action (CTAs) that drive conversions. Whether it's encouraging customers to purchase, sign up for a newsletter, or take any desired action, copywriters can write compelling CTAs (call-to-actions) that entice and motivate your audience.
Reasons to Write Your Own Copy
On the other hand, there are also valid reasons why you might consider writing your own copy.
Save Money
One of the most significant factors is cost. Hiring a copywriter can be a considerable investment, and writing your own copy may be more reasonable if you have a limited budget.
Maintain Control
Additionally, writing your own copy gives you complete control over the content. You can ensure the copy aligns perfectly with your brand voice and accurately represents your products or services.
Exercise an Essential Skill
Writing your own copy can also allow you to learn or perfect a valuable skill that can be applied in various settings, offering personal and professional growth.
How Many Businesses Use A Copywriter?
A recent study by the Content Marketing Institute indicates that 63% of businesses use a copywriter. This number has steadily increased as more businesses recognize the value of good copywriting.
Parts of a Website You Should Have a Copywriter Write
You should have a copywriter write the following key parts of your website:
The Home Page
Your home page is the very first thing visitors see when visiting your website. The copy on your homepage should be clear, concise, and persuasive and give visitors a clear understanding of what your business does. A good copywriter will know how to take the most important message about your business and present it on the homepage in the best way.
Product or Service Pages
Your product or service pages are where you'll describe, explain, and sell your products or services to potential customers. The copy on these pages must be detailed, informative, and easy to understand. These pages should highlight the benefits of your products or services and explain why they're the best solution for your customers' needs. Good copywriters know how to present seemingly complex products and services simply and clearly.
Blog Posts
Your blog posts are a great way to share your expertise with your audience. They should be well-written, engaging, and provide value to your readers. Your blog posts can also help you attract new visitors to your website. They must be informative, engaging, and relevant to your target audience.
Landing Pages
Landing pages are specifically designed to convert your website visitors into leads or customers. They're typically used in a variety of marketing campaigns. It's essential that these pages are clear, engaging, and persuasive, or your entire campaign could be a flop!
The Potential Downsides of Not Hiring a Copywriter
One thing to note about not hiring a copywriter for a website refresh; if you don't, you might regret it later. Hiring a copywriter from the start ensures that the copy and design for your project are in sync from the very beginning.
If you decide halfway through a website project that you want to hire a copywriter to fix all of your messaging, it's likely going to require a lot more work than if you just hired one, to begin with.
Additionally, rewriting the copy at that eleventh hour may require your web developers to put in extra hours to fit the design to the new copy, so you may spend way more than if you — you guessed it — hired a copywriter at the start!
So, Should You Write Your Own Copy or Hire a Copywriter?
Ultimately, the decision of whether to hire a copywriter or to write your own copy depends on your specific circumstances, priorities, and resources. Considering factors such as time availability, desired quality of the copy, budget limitations, and the desire for creative control can guide you in making an informed choice that best suits your business needs.
If you lack the time, skills, or expertise to create compelling copy, collaborating with a professional copywriter can elevate your brand messaging and save you valuable time. Schedule a call today and explore how our experienced team can help you craft captivating copy that drives results. Let's take your business to new heights through the power of persuasive and engaging content!
