Content creation for websites – The importance of hiring a professional writer for web copy
Almost everyone purports to be an online copywriter these days, but are target audiences really content with the content? Any good digital strategist will tell you that simply vomiting a random pile of words into a virtual text box will not increase your sales leads. A website which greets visitors with poor grammar and bad spelling will not inspire confidence in potential customers. A ‘that’ll do rightly’ attitude is perilous for for business when it comes to online presentation. Sloppy online content is damaging to brand reputation so it’s important to maintain high standards in all copywriting – from landing pages to blog posts.
Each time I log on to social media yet another virtual acquaintance proudly announces that they’ve arrived in the blogosphere. The items posted frequently fall into two categories.
More often than not an article – which is so proudly presented as the self-proclaimed writer’s Magnum Opus – looks more like someone filled a big bucket with a decent idea, a collection of superlatives and an ever so slight helping of punctuation then unceremoniously tipped them out on to the page.
On other occasions I’m left shaking my head upon the realisation that the so-called ‘new’ blog was one I’d read a few weeks, months or even years earlier on another website.
The first category – poorly written copy – we can forgive because at least an attempt at literary brilliance was valiantly if not disastrously attempted. As for the second category – plagiarised copy – well, nobody likes a thief.
It should go without saying: posting either of the above types of content on your website is bad for business.
Thankfully there are plenty of good content writers out there and hiring them can be very good for business indeed.
When it’s done well, content really is king. Publishing good quality content is vital in both driving traffic to your website and converting online visitors into solid sales leads.
From blogs to newsletters and landing pages to e-books, it’s important to provide high quality material that is both original and engaging. To achieve this it’s worth investing in a professional copywriter. There are many reasons why paying for content creation will be money well spent, here are five of them.
Five reasons to hire a professional content writer
1. Respect the reader
It’s vital that you show respect for your target audience/market by presenting original copy that is well written and free from grammatical and spelling errors. A golden rule of journalism is to never underestimate the reader and the same attitude should be taken when writing online content designed to generate sales leads.
2. Killing time
Sitting down to ‘pen’ your own copy from scratch can be daunting for many. In much the same manner as you wouldn’t ask your accountant to fix your car or your mechanic to, er, fix your accounts (only joking, by the way) – you shouldn’t expect excellent prose to simply flow onto the page if writing is not your profession. Hiring a good copywriter will ensure you are no longer killing the precious time that you should be spending doing what you’re actually good at.
3. Visitor conversions
High quality content that is both original and engaging is a key component of a good digital marketing strategy. The overall aim of digital marketing is to convert online traffic to sales leads and money in your pocket. Content that keeps visitors on your site, that impresses them enough to sign up to your regular blog, monthly newsletter or other offering and encourages them to bring their friends is the ultimate aim. The objective is to ensure your customer is not only content with your content but won over by it.
4. Not all content is king
Generating original content is what a professional writer does. Plagiarism is not only a dirty word for any self-respecting writer it’s actually against the law. Readers are not stupid and keen observers will notice stolen content and then tell the world. There are online tools available to check that your articles are original – so be warned. Duplication of content can also affect your website’s Google rankings; you can even be de-listed.
5. Writing to avoid writs
Hiring a professional writer – especially one with a journalistic background – will not only stave off the grammar police but also keep you out of the courts. Any professional writer worth their salt will have a good knowledge of defamation laws and ensure your company does not take any unnecessary libel risks when publishing material.
Our Guest contributor, Ian Cullen is a public relations consultant at PR Team. Ian is a former journalist and senior political communications advisor. PR Team specialises in media campaigns and online content creation.