Tips to working with a copywriter for your website

Why use a copywriter for your website?

Clear and compelling writing is necessary if you want people to engage with your website. You want your readers to understand what you do and persuade them to use your products or services. If writing is not your strong point, then, in the long run, it will pay to employ a professional copywriter for your website.

Why You Need a Professional Copywriter for Your Website

First Impressions Matter

Your website often serves as the first point of contact between your business and potential customers. Just as you wouldn't greet a client in a dishevelled office, you shouldn't welcome them to a website with poorly written, disorganized content. A professional copywriter understands the nuances of creating compelling content that grabs attention and encourages the reader to take action. Whether signing up for a newsletter or purchasing, the right words can make all the difference. A well-crafted homepage or landing page can set the tone for the entire customer journey, making a lasting impression that turns visitors into loyal customers.

Consistency in Brand Voice

Your brand voice is more than just your words; it reflects your company's personality, values, and promise to your customers. Maintaining a consistent brand voice across all platforms, including your website, social media, and marketing materials, is crucial for building trust and recognition. A professional copywriter can help you define and maintain this voice, ensuring all content aligns with your brand's identity. This consistency reassures customers and builds brand loyalty, as people are likelier to engage with a brand they recognize and trust.

SEO Benefits

Search Engine Optimisation (SEO) is no longer a luxury; it's necessary for businesses that want to stand out in the crowded online marketplace. While you may have a basic understanding of keywords and meta descriptions, a professional copywriter brings deeper expertise. They know how to seamlessly integrate keywords into your content without making it sound forced or unnatural. This improves your website's visibility on search engines like Google and enhances the user experience by providing valuable, relevant content.

Moreover, SEO is not a one-time task but an ongoing process. Search engine algorithms constantly evolve, and staying up-to-date with the latest changes is crucial for maintaining high rankings. A professional copywriter can help you adapt your content strategy, ensuring long-term success.

Investing in a professional copywriter for your website is an investment in your business's future. The benefits range from making a memorable first impression to maintaining a consistent brand voice and optimising for search engines. While cutting corners and writing the content yourself may be tempting, a professional's expertise and skills can differentiate between a merely existing website and one that converts, engages, and builds lasting relationships with your customers.

hands typing on laptop to illustrate copywriting for website concept

Here are a few tips to make working with a copywriter smooth and successful

Before you contact a copywriter,

  • Think about what you want from the copywriter and what you need to achieve from your project. Ask friends or business colleagues for recommendations or look online. Ask for testimonials or copy samples to give you an idea of your writing style.
  • Find out what the copywriter will be able to do for you. For example, some copywriters will also do keyword research.
  • Explore the pricing options. Some copywriters charge per word; some use time, and others will offer you a package price for a certain number of pages or blog posts. Each has its pros and cons, so look for a pricing option that is most cost-effective for you.
  • Most copywriters work remotely, so you are free to choose anyone you like. If you are keen for face-to-face meetings, look for a copywriter who is local or will take Zoom calls.

At the beginning of the project

  • Be clear about your expectations and what the project entails.
  • Set pricing and deadlines and revision chances up front.
  • Some copywriters will have a contract you can sign or draw up. Some work without a contract. In this case, getting the main points, such as the agreed price, amount and deadlines, in an email is a good idea so you have something in writing.
  • If you want the copywriter to include certain information or keywords in the copy, ensure you provide these at the beginning. This can be particularly important if your product or service is technical or needs specific wording. For example, if you are a lawyer or an accountant.
  • Do you want your copywriter to create the meta descriptions for your pages?

During and after the project

  • If the project is being delivered in stages, ensure the milestones are met.
  • If something changes that will have an impact on the copy, let the writer know in good time.
  • Once you have received the copy, read it through. Don’t be afraid to ask for changes if you feel the brief hasn’t been met. Most professional copywriters will agree to at least one round of changes as part of the price.

Once you have received the copy, read it through. Don’t be afraid to ask for changes if you feel the brief hasn’t been met. Most professional copywriters will agree to at least one round of changes as part of the price.


What are your thoughts on content created by AI?

When it comes to creating engaging and persuasive content, nothing beats the expertise and creativity of a human copywriter. While AI-generated content has its merits, it often lacks the human touch that connects with audiences emotionally. A skilled copywriter understands language, tone, and storytelling nuances, tailoring the message to captivate and resonate with the target audience. They can adapt their writing style to different industries and brand voices, crafting unique and compelling content. Moreover, copywriters can infuse creativity and originality into their work, going beyond the capabilities of AI, ultimately delivering content that stands out and drives real engagement.

Some recent research also suggests that content from a copywriter is also better for SEO.

Frequently Asked Questions

The short answer is yes, especially if you're serious about the quality and effectiveness of your website's content. A professional copywriter brings expertise in crafting messages that resonate with your target audience, optimising for search engines, and maintaining a consistent brand voice. While you might be able to write the content yourself, a professional can save you time and potentially increase your site's conversion rates, making it a worthwhile investment.


The cost of website copywriting can vary widely depending on factors such as the writer's experience, your industry's complexity, and the content volume needed. Some copywriters charge per word, ranging from $0.10 to $1.00 per word, while others may charge per hour, with rates from $60 to $200 per hour. Fixed fee arrangements are also common, especially for larger projects. Always ask for a detailed quote and what it includes to avoid any surprises.


Copying content from competitors is not advisable for several reasons. First, it violates copyright laws and can result in legal consequences. Second, duplicate content can severely harm your website's SEO rankings. Search engines aim to provide unique and valuable content to users, and they penalise sites that have copied content. Lastly, your website should reflect your unique brand and value proposition; copying from a competitor undermines your authenticity and can confuse your customers.


Website copywriting involves creating well-crafted, compelling text that serves various functions on your website. This can include, but is not limited to:

  1. Home Page Content: Introduces visitors to your brand and offers a concise overview of what you do.
  2. About Us Page: Tells your story and outlines your mission, vision, and values.
  3. Service/Product Descriptions: Detailed, persuasive descriptions that explain the features and highlight the benefits.
  4. Blog Posts: Informative articles that provide value to your audience, often used for content marketing.
  5. Landing Pages: Specialized content aimed at converting visitors into leads or customers.
  6. FAQs: Addresses common questions that prospective customers might have.
  7. Testimonials and Case Studies: Real-world examples of how your product or service has helped others.
  8. CTAs (Call to Action): Short, compelling text that encourages users to take a specific action like "Buy Now" or "Contact Us."
  9. Meta Descriptions and SEO Elements: Brief descriptions and keywords that help search engines understand the content of each page.


The number one best practice for website copywriting is to "Know Your Audience." Understanding who you are writing for is crucial because it influences the tone, language, and content. Conduct market research to identify your target audience's needs, preferences, and pain points. Tailor your message to address these specific areas, and you'll create more engaging, effective copy.


SEO (Search Engine Optimization) copywriting is creating web content that is compelling to readers and optimised for search engines. This involves strategically placing keywords, meta descriptions, and high-quality inbound and outbound links. The goal is to improve the website's visibility in search engine rankings, attracting more organic traffic. SEO copywriting is not just about search engines; it's also about providing valuable, relevant content to your audience.


While both SEO content and copywriting aim to engage the reader, they serve different primary purposes:

  1. SEO Content: The main goal is to rank well in search engines to attract organic traffic. This can include various types of content like blog posts, articles, or how-to guides. While it aims to be engaging and valuable, its primary function is to improve search engine rankings.

  2. Copywriting: The primary goal is to persuade or encourage the reader to take a specific action, such as purchasing, signing up for a newsletter, or contacting the business for more information. While SEO elements can be incorporated into copywriting, the main focus is conversion.

In summary, SEO content is more informational and aims to attract a broad audience through search engine visibility. In contrast, copywriting is more transactional and aims to convert visitors into customers. Both are essential for a successful online presence and often overlap in modern digital marketing strategies.

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