Commissioning website copywriting services must be difficult. As a website copywriter, I can only imagine the hoops that would-be clients have to jump through before deciding to use my services!
The Internet is full of website copywriters offering a massive diversity of experience, talent and cost. Given that search engine optimization (SEO) is an important part of website copywriting, it’s probably safe to assume that copywriters featuring highly in the search engines are likely to know what they’re doing.
This may not always be the case, however. The copywriter could simply have access to good SEO advice – or the high search engine ranking may have more to do with having lots of inbound links than the quality of the website writing.
Another important aspect of this is that a website copywriter may be brilliant at coaxing a result out of the search engines – but their copy is nothing less than alienating from a ‘usability’ point of view. In other words, the web copy may have high online visibility but no potential to convert visitors to customers.
So where do you go from there? The ideal choice would probably be someone who’s written a ‘good’ website in your particular sector. You shouldn’t overlook other writers, however, who’ve written great sites in other sectors. Evidence of website copywriting experience will typically be available on a writer’s website. If not, you need to be careful.
In situations where a bad choice of copywriter has been made – and there could be many reasons for this – the good news is that website copywriting can always be edited, or even changed completely.
To avoid finding yourself in a position where poor website copywriting could damage both your business AND your bank balance – watch this space!
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