You’ve got your domain name, the website design looks great, and your business is raring to go. The only missing piece is the blankness of your web page staring back at you.
Copy is the channel through which your brand speaks to customers. As such, hiring an expert copywriter vs. a generalist can make all the difference between capturing and losing potential customer interest.
For many, the cost and complexity of hiring an experienced industry copywriter who is also an expert in SEO, can be prohibitive. However, there are a number of benefits that can make this a worthwhile investment.
1 – Crafting complex brand identities
The world’s most beloved brands are instantly recognisable and remembered for their unique identities, of which tone of voice is a big part. Think about Nike’s inspirational messages, to Apple’s minimalistic chic, to the cheeky humour of McDonald’s. Visual advertising is only half as effective without the words to tell your story.
Coming up with this story, however, can be even more challenging for complex or niche products and services; how can you make scientific machinery, medical services, or plumbing sound “sexy” and exciting?
The copy needed for an insurance ad is quite different from what you would get from a writer more skilled in hotel copywriting or food blogging. While versatility is always a desirable skill in a writer, you want to make sure that your copywriter has enough knowledge of your industry or product to capture its nuances for creating your brand’s tone of voice.
This is where an industry copywriter, who is more well-versed with the subject matter, can help to build your brand identity in a masterful and consistent way.
2 – Increasing online sales
Most copywriters can spin out a catchy sounding blog or social media post, but the ultimate aim of any online business is to convert visitors.
Without the benefit of physical salespeople, it falls upon your online adverts, website, and social media to turn followers into customers. With the amount of marketing noise out there, customers have become increasingly desensitised to run-of-the-mill content. Treading the fine line between creativity and performance is more vital than ever.
Beyond instantly grabbing attention, your copy needs to address your visitors’ root needs, and draw them into making a purchase. While this is a skill that can be learned over time by a generalist copywriter, it is important to remember that often, you don’t get a second chance to convert – you have to get your messaging right the first time.
An industry copywriter can immediately synthesise the key benefits of even technical products for your customers, ultimately translating to increased online sales for your business.
3 – Build organic growth
For some small businesses that don’t have the budget to invest heavily in online advertising, search engine optimisation (SEO) can be the way to go, depending on the competitiveness and industry. However, getting to the hallowed first position of Google is a monster task to achieve for highly competitive terms, even for more established brands. Having an expert who understands your industry, your customers needs and SEO, in charge of your website copy can make a difference in where you rank on search.
While most copywriters are able to follow basic instructions when it comes to keyword optimisation, hiring an industry expert means benefiting from their knowledge of keywords, content strategy, and search trends in your sector. Experts go beyond following guidance – they provide their own on topics you should be writing about, to what keywords you should be targeting, and how and when to put out content that is relevant to your audience.
4 – Free up your time
When it comes to choosing a barber, doctor, or plumber, most of us value experience and reputation above all. So why should your website be any different? Specialised copywriters have spent years honing their skills and experience in a particular niche, which makes them not only faster but often, more effective at their job – ensuring you spend less time supervising, and more time making decisions that have a bigger impact on your business.
However, some business owners prefer to remain more hands-on, and want to take a more active role in defining their own content strategy. In this case, it may not be a bad idea to hire a beginner who hasn’t been moulded by years of experience into generating cookie-cutter content. While a novice may initially require more guidance to get the brief right, they can bring a fresh perspective that you might be missing out on with a more seasoned industry writer.
So what’s the bottom line?
Ultimately, making a choice between a specialised industry copywriter or a generalist should depend on :
- The complexity of your product or service;
- How much you are willing to invest in training a new copywriter; and
- The value you see in developing a unique brand identity.
Irrespective of your decision, remember that while a copywriter, specialised or not, will help you craft a well written marketing message, the substance behind that message always has to come from you.
While a copywriter is a great channel for converting ideas into thought-provoking content, you’re the one who knows your business best, and will ultimately guide your writer into hitting that customer sweet spot, irrespective of their level of expertise.
Article contributed by Stephen Grindley