Releasing Control: Why You Can and Should Trust a Professional Copywriter with Your Website Content

Eithne MacSweeny

You take serious pride in the work you deliver to your clients, which is why you find yourself agonising over certain elements of a website project for a little longer than you can afford to sometimes.

Being detail-oriented is a 10/10 trait in the digital marketing industry. Big yes from us!

But being a total perfectionist, unable to delegate tasks and relinquish control, can actually get in the way of you doing your best work.

When you spend hours trying to perfect something, you can wind up going around in circles, until eventually, you enter the dreaded spiral of despair. (I’ve got a frequent visitors card, myself.)

Building, designing, and creating all of the content for a website completely solo? Honestly, we know you’re a complete pro, but that’s simply too much for anyone to take on alone.

That’s precisely why you need a solid team of professionals you can trust to have your back, whether that’s a literal in-house team of experts that are a permanent fixture in your agency, or reliable contractors you’ve built up a solid working relationship with.

Read on to discover why you can – and probably should! – trust a professional copywriter with your website content from now on. (Imagine the Lennon-McCartney classic “With a Little Help from My Friends” as the theme song over a very corny montage as you gather the best professionals to help you get the job done right.)

Should you outsource copywriting to a professional?

When it comes to outsourcing certain elements of a website project, your first port of call should be the website’s text.

Why? Because written online content is quite the unassuming heavyweight. It bears the responsibility of communicating what your client’s target audience and communicating with search engines – all while perfectly encapsulating their brand voice and tone. Phew! That’s a lot!

Sure, you can absolutely give writing your own content a go, or maybe your client is keen on providing text themselves. But is it really going to give your website project the best chance at success?

The answer is probably no. When you’ve already put in so much time and effort building a cutting-edge website, why let it fall flat at the final hurdle with lacklustre content that doesn’t perform?

Besides, if you don’t have the time to dedicate to writing the kind of high-quality content your projects deserve, then you’ve got nothing to lose by handing the task over to a content writing expert.

By now, it’s already pretty clear that if you want your website projects to go the distance, professional help is the answer to your copywriting needs.

As a copywriting agency, you might be thinking we’re a little biassed on this one. So, to show you why it’s truly so essential, let’s get in a little deeper about why you can and should trust a copywriting professional with your client’s website text for your next project.

1. Ability to speak to any audience

The average person today spends 6 hrs 41 mins online everyday. (Remember trees?)

And because they’re so chronically online, audiences have become extremely media literate. Modern audiences expect more from online content these days. You can’t just bang out any old generic copy and expect your target audience to connect with it.

Professional copywriters have the ability to effortlessly communicate with any demographic by tapping into their wants and needs and infusing those key elements into their messaging.

That’s what differentiates mediocre copywriting from great copywriting – the ability to elicit an emotional response in your audience and motivate them to complete your desired action. And the only way to effectively do that is to truly understand them.

Another essential part of making your audience feel heard is communicating complex issues in a simplified, accessible way without being condescending. It’s a fine act to balance, but the best copywriters will have it down. (Just ask our fabulous team!)

So, unless you have the skills to craft compelling narratives through effective storytelling that appeal to your target audience on a deeply human level (which is also why you should avoid using AI at all costs!) – it’s truly best to leave it up to the copywriting professionals.

2. Consistent use of brand voice and writing style

As a consumer, it’s pretty off-putting to find a brand you think you might be interested in, only to visit their website and be met with language and tone that makes the whole experience feel completely jarring.

It’s super important to be consistent in your brand voice and tone across all platforms and mediums – throughout your entire website text, landing pages, blog articles, sales letters, press releases, across social media platforms, and in all sponsored online ads.

Your content needs to speak to your audience in language they understand, delivered in a way that resonates with them.

This goes far beyond telling your audience what you do. You’ve got to show your audience how easily you’ll slot into their lives and address their pain points and needs through personal, compelling language and an understanding tone.

With personalised CTAs performing 202% better than standard ones, the research speaks for itself on this one.

But when you think about it, as humans, we all crave a sense of belonging – and your audience is no different! A professional copywriter will effortlessly be able to make them feel like a part of your brand by creating a cohesive, recognisable narrative that’s distinctly you and utterly authentic.

The key to capturing and maintaining the loyalty of your dream clients is the consistency you’ll get from a professional copywriter – making them an indispensable part of any website creation process.

3. Strategic approach to creating content for your niche

Writing online content (or at least effective online content) is so much more than just putting one word after the next until you’ve formed enough sentences to fill a website.

For your brand to truly shine and break through the ceaseless chatter of the online world, your website’s text needs to be carefully considered and strategically put together by a professional.

Professional copywriters are more than just word nerds. They also have the ability to thoughtfully research and understand the lay of the land in your niche, the real people that make up your target audience, and all the distinct elements that make your brand so unique.

Even more than this, when you hire a professional to write your website text, they’ll dive into what your competitors are doing, what’s trending and performing well, and carry out targeted keyword research to create a unique content strategy tailored specifically to your brand.

A great content writer is like a dog following a scent — they won’t stop until they’ve uncovered exactly what will help your brand excel online. (We’re also like dogs in that we’re highly treat-motivated. Or is that just me?)

As we’ve already outlined, your content needs to be super personal to connect with your audience. And what better way to personalise your content than through an expertly-crafted strategy that aligns your brand messaging with your client’s needs and helps you achieve your marketing goals by driving traffic, engagement, and conversions?

4. Experience in writing for search engines

Visibility is everything in the online world, and competition is only growing tougher by the day.

There’s not much use investing a load of time and resources into designing and building a stunning website for your clients if ultimately it’s not going to get seen online. So how do you make it more visible?

You know that your website project needs to be optimised for search engines if it’s going to perform well and drive your clients’ desired results. You need relevant, targeted keywords in your copy to show Google you mean business. In fact, 44% of low-performing content did not have any keywords!

But you can’t just slam in a load of keywords to try to boost your rankings and hope for the best. This will sound super spammy and off-putting to your readers, ultimately causing your website to receive even fewer visitors and sending you right back down the ranks. It’s a bit of a catch 22!

So, what’s the solution?

A human copywriter with expert SEO knowledge! That’s what!

Professional content writers deeply understand the nuances of SEO and how to seamlessly balance it with human-focused content for the best possible impact on search engine results pages – just what you need to drive organic traffic to your website and increase its online visibility.

5. Delivering projects on time, freeing you up for the next one

Tired of crying into your computer as you try to salvage the sub-par copy supplied by your client that’s ultimately going to destroy your website build? Sick of trying to cobble together written content for your web designs? We don’t blame you.

The goal is to get as many projects on the books as you can successfully manage, right?

Well, by outsourcing the copywriting part of your website project to a professional, you’ve got more time to focus on what you do best, and to take on more projects – a win-win honestly!

Instead of wasting hours of your valuable time trying to do something that’s not within your wheelhouse, why not free yourself up to move onto your next project while delivering even better service to your clients?

By releasing control and hiring a content writer, you can take a whole pile of stress off your plate in an instant. You can count on us to deliver everything on time too, so you don’t have to worry about missing project deadlines.

Needle in a haystack: How to find a good copywriter?

There’s an abundance of copywriters available for hire these days, which makes it a little harder to know who you can really trust, and which is the best option for your needs.

Whether you’re looking to hire someone in-house, freelance, or work with a copywriting agency, you’ve got to choose strategically. You don’t want to pay someone to simply hand in some obviously AI-generated content you could have gotten yourself from ChatGPT! (Which we will never, ever do, by the way.)

Our founder and content queen, Abby Wood, has written an ultimate guide to hiring an awesome copywriter, which you can check out here. But for now, let’s quickly go over the core elements of finding a copywriter, so you can find yourself the crème de la crème and avoid a bad-fit writer.

1. Determine your copywriting needs and project scope

The best way to hire great copywriters is to first determine the scope of your project and what you need to get the results you want.

Create a compelling job post and look for someone with experience and expertise in your niche. Make sure they can handle your project, incorporating your client’s brand voice and messaging with the level of care and attention they deserve.

Once you’ve got a clear sense of your goals and requirements for your content, it’s a whole lot easier to find the right person for the job.

2. Look at the portfolios of freelance copywriters and potential hires

Getting job applicants is super exciting. (Especially when you’re under pressure on projects!)

But whatever you do, whether you’re looking to hire freelance copywriters or an in-house employee, make sure to take the time to do detailed research on each of the writers that expresses interest.

Ask them to supply a portfolio so you can get a feel for their work in terms of their writing style, quality, and experience. Ideally, they’ll have a solid portfolio of work behind them that showcases their versatility as a writer. Great copywriters will be able to take on a variety of subject matters, understanding diverse target audiences and industry-specific terms.

3. Look for testimonials and references

An impressive portfolio isn’t the be all and end all, though. You want someone who can not only write quality content, but will be easy to work with for the entire duration of the project.

Before you hire a copywriter, reach out to previous clients and employers for references, testimonials, and reviews.

Ask them specific questions about their experience working with the candidate so you can get a better feel for how they operate as a professional. You want someone who:

Has excellent communication skills
Can easily collaborate with different teams
Takes constructive feedback and direction well
Is super responsive and reliable
Is thorough and pays great attention to detail
Can be flexible if plans change or things move in a different direction
Is enthusiastic and shows they genuinely care

If an experienced copywriter can’t supply any references or testimonials, that might be a bit of a red flag!

3. Trust your gut when hiring a copywriter

Hiring copywriters isn’t a one-size-fits all process. What might be the right copywriter for one agency, doesn’t automatically make them the right one for you.

Of course, seeking experienced copywriters with exceptional reviews, glowing portfolios, and great attitudes is important. But when it comes down to it, you need to trust your inner judgement and go for the option that feels right.

For example, if you interview a candidate who doesn’t have a lot of experience, but they’d be a better cultural fit for your team than a writer with a ton of projects under their belt – then don’t dismiss that gut feeling! Just because a candidate sounds like a good fit on paper doesn’t always mean they’re the best choice.

Someone that you connect with on a personal level and who shares the same values is always a plus, whatever way you look at it. So, once you’ve weighed everything up, don’t be afraid to listen to your intuition. You’ve got this – we know you do!

Should you hire a freelance copywriter, in-house writer, or a copywriting agency?

You’ve got a few options when you’re looking to hire copywriters.

Depending on your needs, you might want to hire someone to join your team full-time, or maybe you’d prefer to outsource the job to a freelance writer or a copywriting agency.

Freelance websites can offer a quick, low-cost means to an end. But if you’re looking for quality and long-term working partnerships, then you might be better off looking for copywriting agencies that successfully do this kind of work day in, day out.

The fantastic thing about hiring an agency is knowing just how much you can count on them.

They’re professionals who do this full-time, so they always know what they’re dealing with. Not only that, but they genuinely care about the work they deliver, and they’re deeply committed to bettering their skills to consistently produce high-quality, high-converting content with every single project. (We’re talking about ourselves here!)

The Content Lab is here for all of your content marketing needs

Take the stress out of the hiring process. Skip the rigamarole and let us take care of writing professional, engaging website content that your clients will love.

We offer a whole host of other copywriting services, from social media posts and blog writing to expert content strategy, so we’ve got you covered – whatever your needs!

Ready to take your website projects to the next level? Get in touch and let’s talk content!