No matter how great of a writer you are, it’s so hard to write your own website copy. Even with years of experience as a copywriter helping other brands and businesses write website copy that sells their products and services, I still struggle to write my own sometimes.
The good thing is that if you get this right from the beginning, your website should last you a while. I’m hesitant to say that your website copy should last you X years because in reality, it’s more about your business’ growth than a specific measure of time. If your business stays the same for years, then your website copy probably can too. If your business doubles year over year (like mine has!) then you might find that it’s broken and in need of a refresh because it truly doesn’t align with the current iteration of your business. This has happened to me a few times before, and whenever I need to invest in a new website I know now that it’s just part of the growth process.
When we move fast, we break things in the process. It’s okay.
Keep reading to learn:
What is website copy?
Website copy rates if you plan to outsource writing.
How to write website copy that sells if you choose to DIY.
What the heck are website copy templates and how do you use them?
Let’s start here: What is website copy? When you’re new to business, you probably immediately thought I need a website. After that, maybe you thought you should find a designer to create a logo for you. However, a fancy looking logo isn’t what you need to increase website conversions. More on that later.
Next, there’s the dilemma of copy versus content. I wrote an entire blog post about the difference between the two, but the core of it is this: Content is meant to build relationships and drive traffic, while copy is carefully constructed to encourage action. That’s why copy is what converts readers into paying customers. It’s a sales tool.
When you look at website copy, or your website in general, you should approach it with the idea that your website is a lead generation tool. It’s up to you to guide the reader from Point A to B, considering the buying journey throughout the process. What do they need to think, believe, and feel about themselves and your business in order to get on your calendar or make a purchase? A logo alone can’t guide the reader in the same way as strategic copy.
Good website copy will weave together storytelling techniques and sales strategies, position your brand as the best option to solve a problem or fulfill a desire, and show the reader that you truly understand what they need. Even though it’s your business, your website copy shouldn’t be about you—it should be about the reader.
Here’s my personal experience: For years, I was that freelance writer without a website… Yuck. When I transitioned to focus solely on copywriting, I created a website, but it was just a blog with a services page. After a while of telling clients “do what I say, not what I do,” I finally invested the time and resources in building my website from scratch. That included writing fresh copy for myself, just like I would a client.
The month after I launched my new website, I tripled my revenue. Seriously. How’s that for data? Many of my clients have seen similar results, including Hairstrong, who saw a 266% increase in conversions immediately after publishing her new website copy.
Now that you know what website copy is and how it can be a powerful tool to drive sales, you might be debating: Do I write it myself? Or hire an expert? How much does an expert even cost?
A proven copywriter will run you anywhere from $4k and upwards for website copy. However, you need to consider this an investment, not an expense, because good copy puts money back in your pocket. Website copywriting services are worth every penny—I’ve seen my clients level up in massive ways after investing in working with me. That’s because the above points around websites becoming lead generation tools for your business, rather than a glorified business card. It’s not about writing something pretty, but words that increase conversions. It’s more of a science than an art at first, with the creative flair added in at the end.
What are average website copy rates? The possibility is endless. I’d say that the above $4k reference is a solid new writer. However, websites in general can cost upwards of $50k at the end of the day, so don’t look at that as law. For another example, at the time of writing this, my website copywriting packages start at $6k for a simple website. Simple is the key. The more complex the project, the higher the rate. I could raise that rate based on my experience, but in order to continue to work with the types of clients that I love, I keep it starting at this range.
While you can probably find less experienced copywriters with lower rates on freelancer platforms, I’d recommend not going that route. You will always have to get it redone by someone with proven results. To find a copywriter that you trust, ask your business community for recommendations, Google for website copywriters, or search on social media. Most of my clients find me on Instagram!
The big question if you choose to DIY your website copy: How do you write website copy that sells? A lot goes into writing website copy that converts. I personally have knowledge, personal, and professional experience in multiple areas that contribute to the overall success of a website:
Language and literature
Psychology, specifically around decision making
Online business trends
And so much more…
Writing itself is just one piece of the puzzle. This is why it’s not only important to be a strong writer, but to dedicate time to learn within all of these other areas.
For quick learning, I’ve written a handful of other blog posts on the topics of writing website copy. Check out the following links if you plan to write your own copy:
Beyond those tips, my signature program, Client Attraction Academy walks you through exactly how to write website copy that converts as the focus of Phase 3 within the 5-Phase process. Find more information on that here.
If you don’t have the time to dive into self-study around the above list of topics, that’s okay! There are fast-tracks to write website copy that sells, and one tool that will accelerate the process for you is using website copy templates.
In the shop, you can find wireframed website copy templates that are essentially plug-and-play. They have all the core sections you need mapped out on each page, and the included pages cover all the basics for service-based businesses and freelancers. All you have to do is swap in your personal stories and information. Remember Mad Libs? It’s sort of like that! This format means that no matter how many people use these templates, your website will always feel unique. I always encourage my clients and customers to create something that feels special to you because you’re what your audience wants to see—not a replica of your competitors.
While of course, it’s not as in-depth as the complete website Phase within Client Attraction Academy, they are a quick fix to get something up ASAP. Check out the Plug-In Website Copy Template Library here.
All copywriters will follow a similar high-level process to write website copy, and they’ll teach you the same. The differences lie in the nuances of how they approach this work. That’s where it’s up to you to choose someone who is the best fit to either write it for you, or show you how through coaching or by using similar resources as I mentioned above.
The general process is:
Our trade secrets lie within each of those phases. For example, I have a specific way of looking at the strategy and outlining phase that I know not only accelerates the writing process, but ensures that your website fits in nicely to your broader marketing and sales efforts. This is drawn specifically from my professional experience in sales and marketing, and backed by my formal education. Another copywriter might look at these steps differently.
Leave your thoughts and questions in the comments below! I’ll personally get back to you as soon as possible. Or get on the email list below for exclusive advice, updates, and resources.
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