Once your company has made the decision to have a new website made, you need to determine who’s going to write the copy. Many organizations (we’ve met several) still make the mistake of not properly thinking through who will actually create the content for their new site. We can’t overstate this: hire a digital copywriter.
Someone with experience will almost certainly be better equipped than you to help your company navigate the waters of site content development. Who at your company has the bandwidth to fit this process into their day-to-day? An experienced digital writer does this for a living. They will be able to lend the content the commitment it deserves. Don’t make this an add-on task for someone who doesn’t have the proper time.
“As digital content, your site requires communicating everything about your brand or product necessary, in fewer, more impactful words. It’s why digital copywriting calls for a different skillset from copywriting for traditional print.”
If your new site will have more than six pages, then you have content requirements beyond the typical “about us” and “our services” pages. It will require organizational skills. A digital copywriter can weigh in on a proper wireframe (page structure) and site taxonomy. They will have an opinion about how to organize content for the best readability and communication.
An experienced writer will also be better equipped to ensure your content is SEO-friendly. Remember that beyond how your words read, there is a science behind how they should be paired and structured for a website. An SEO-optimized headline or subhead might sound less poetic than one freed from these confines, but it will work harder for you. Your digital copywriter will have experience in striking this balance of lyricism and SEO.
Are you rebranding your company while creating a new website? If so, how is your brand voice changing? What’s the personality it will need to emulate? Will your new content be expected to do more heavy lifting in communicating your brand? Your digital copywriter will know how to guide your organization through the unusual intricacies of crafting a new brand voice.
As digital content, your site requires communicating everything about your brand or product necessary, in fewer, more impactful words. It’s why digital copywriting calls for a different skillset from copywriting for traditional print. Many of your users (more every year that passes) will be viewing your site on their phone. They’ll read or scan its content in minute-long intervals. Your digital copywriter knows this and will be skilled in writing succinctly for a digital attention span.
Here’s a big one: don’t review content drafts by committee. Your entire executive doesn’t need to weigh in on word-choice at every turn. Dial in your own team of four to six stakeholders simply for tone. But don’t turn over your content review to a large team of people who will each have their own subjective opinions. It will make the revision process onerous for you and your copywriter and your costs will balloon. The one qualifier to this point is that you may need specialists from respective departments at your company to weigh in on accuracy of content, which is objective. But this is website-remake 101. Don’t write by committee.
For as many obvious considerations there are in creating site content, there is an entire suite of more nuanced challenges an experienced digital copywriter will be better equipped than you to take on. Organization. SEO. The revision process. Implementing feedback. Writing a site is so much more than the crafting of words. Leave it to an expert to give your site the attention it deserves. Hire a digital copywriter.
