Words for Hire: An Intro to Web Copywriting

Many people have a hard time writing about themselves. But as small business owners, we're also "do-it-yourself" types. So there is an inherent conflict when it comes to writing content for our own small business websites, blogs, and social media platforms.

Your website, blog, and social media presence are often the first thing your potential customers will see, and you only get a few seconds to make that crucial first impression. If your website, blog, and other copy hasn't been updated in a few months, chances are it needs to be. And if you let your website, blog, and social media copy grow inaccurate and obsolete, those potential new customers may pass you by.

"Your website, blog, and social media presence are often the first thing your potential customers will see, and you only get a few seconds to make that crucial first impression."

Far too often, small business owners write their own material, then forget about it. We've all come across a company website that was out of date and/or innaccurate, and chances are we went somewhere else rather than spend time trying to find the right information.

You already knew that, right? But who has the time to keep all of this stuff accurate and current?

Did you know there are people who will do this for you? Michelle Salater, owner of Written by Sumer, is one of those people, and I jumped at the chance to interview her about this incredibly useful service. Below is a transcript of our interview:

1. My readers and I are small business owners and "do it yourself" types. Most of us have never given much thought to hiring someone to write for us. Why should we?

Any business, no matter the size, should care about their marketing message because it is their unique, compelling message that attracts prospects and gets them to convert into paying customers. First impressions are everything, especially on the web. You have seconds to clearly convey what you do, whom you serve, and what benefit you provide to your customers. Too many small business owners think they are clearly communicating through their copy, but they aren't. Businesses evolve. Services change. And so does the market.

Often, what happens is companies add information to their websites over a period of time. The result is a smorgasbord of information that can easily confuse prospects. It’s often difficult to look at our own marketing message and see what’s really being communicated. When you’re too close to a project, it’s easy to get caught up in what you think needs to be said, rather than what prospects want to hear.

Clear copy equals more sales. When you can grab a prospect's attention and hold it, when you can get prospects to see that your services or products are the solution for them, when your copy helps prospects pre-qualify themselves, you will see an increase in sales.

In addition, we've found that when we write copy for clients, our questions and our copy help the business gain clarity about their target market and about why they do what they do. The more clear a business is on whom they serve, why they exist, and the true benefits of their services / products, the quicker they attract their ideal clients and increase revenue.

2. So do you write content for web pages, blog posts, advertisements?

We write content for websites, landing page copy, blog posts, press releases, brochures, and postcards. Most of the content we write is online and all of our copy is optimized. We do not write ad copy. We've learned to stick with what we are passionate about, what we're really good at. Advertisement copy and scripts are not our area of expertise. When businesses approach us about writing ad copy or scripts for video, we refer them to copywriters who specialize in these areas.

3. How do you write content without really knowing the business?

We are asked this question a lot. 80% of what a copywriter does is research. When we work with a client, we get to know their business inside and out. Before we write a word of content, we need to know about the client's vision, their mission, and what their goals are. We ask questions until we fully understand the client's target market; What really makes them tick? What keeps them up at night? Where do they shop? What do they do for a living? That sort of thing.

We also look at the competition and we study the client's services and products. We ask a lot of questions. Once we feel we have enough information, we do keyword research. After that, we begin writing the copy. Our discovery process helps to not only write compelling content that encourages prospects to take action, but also to minimize the amount of time spent revising the copy.

4. Do you write your copy for SEO purposes, for increased sales/conversions, or both?

Both. No matter what we are writing, we write with conversion and search engines in mind.

5. What does your "typical" copywriting project look like, and how long does it take?

Our specialty is web copywriting and for an average site (under 12 pages) our turnaround time is 3-4 weeks. It doesn't take that long to write a site, but we are often booked weeks in advance. For brochures or press releases--smaller projects--turnaround can be anywhere from a week to 2 weeks. The duration depends on the client's response time and our schedule.

6. Are your projects typically one time "makeovers", or long term relationships? Which do you prefer?

We strive to build long term relationships with our clients. Occasionally we have a one-time project, but this is rare.

7. Okay, let's say I'm sold on this copyrighting thing and I want to get started. How does the process work for a small business owner?

The first step is to find a copywriter or a copywriting company you think is a good fit for your needs and your personality. Ideally, you want a copywriter that will listen to your needs, has a solid understanding of your brand, services, products, and company culture, writes compelling marketing copy, delivers on time, and is professional from beginning to end. Take a look at previous work, check them out on social media and see what people are saying, read testimonials. Do your research before contacting a copywriter or a copywriting firm. I actually wrote a blog post about this titled 10 Questions to Ask Yourself Before Hiring a Copywriter.

8. Are there some things I can do as a small business owner to improve my own copy writing skills and/or make it easier for a professional to come in and help me later on?

Yes. You can start by going over all of your marketing copy and circling the amount of times you use the words we, our, I, my, our team, etc. Overuse of the first person is a clear indicator that your content is too company centric. Prospects don't care that you've won 18 awards for being great nor do they care about your process. They care about what's in it for them, how their lives will be better because they purchase from you. So, take out a red pen and go over your copy. Then rewrite the areas that are company centric. Focus instead on the benefits people receive.

There are many blogs that provide excellent, free advice. Those who subscribe to my blog, Copy Doodle, can learn from our info-packed posts on writing content for websites, press releases, blogs, etc. Copy Blogger and The Bloggers' Bulletin are also excellent sources for information.

I also have a product I created for those who don't have the budget to hire a professional copywriter. My web copy critique (affiliate link) is perfect for the DIY entrepreneur or a small company that doesn't have the budget.

9. I've actually had clients tell me that they don't want their website copy or pictures to look "too professional", because it won't look like they wrote it and they want to "keep it real". Personally, I don't think it's possible to look too professional, but how would you respond such a naysayer?

This is a great question. I think the type of person you described above doesn't understand what a copywriter does. I would ask them why they assume a copywriter would write something that is too professional. Professional copywriters write all sorts of creative copy, and and write differently for each company.

We don't write for our clients. We write for our clients' customers. Whether your copy is professional in tone or more conversational depends on your target market. We look for the best way to communicate with your prospects and then craft the tone of the copy accordingly.

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Michell Salater,
Founder of Sumer, LLC

Michelle Salater is the founder and president of Sūmèr, LLC, a company specializing in web copy writing, SEO copywriting, and the promotion and marketing of websites after they launch. As an avid business blogger, Michelle has grown her small business marketing blog, Copy Doodle, to be a powerful lead generation and client education tool. Recently, Copy Doodle was listed #17 out of Technorati’s 100 Best Small Business Blogs. Michelle also speaks and coaches entrepreneurs, both privately and in online classes and workshops, on how to grow their businesses online and maximize their online marketing efforts. In 2009, Michelle won the Charleston Business Journal's Forty under 40 award for her business and community leadership. Pay her a visit at: www.writtenbysumer.com!