Hiring a website copywriter to help you launch or revamp your small business website? Engaging a professional for this important work can make your site more effective. But if you want to make the absolute most out of your investment, you need to hire the right writer at the right time—and be prepared to contribute to the success of the process.
As a small business website copywriter, I have written copy for many sites. I’ve also identified some missteps that business owners and entrepreneurs often make when hiring a writer. I've broken down five common mistakes when hiring a website copywriter so that you can avoid them on your way to a successful site launch.
1. Leaving your website copy for last
Watching your website's visual aspects come to life is super fun, especially with the help of a savvy designer. But if you've left your copy until the very end, you could end up with a site that is all style and no substance.
In an ideal scenario, copy should happen first, or at least in parallel with the design process. Any copywriter worth hiring will take the time to understand your target audience, get clear on your goals, and identify your key messages. The copy they create will be based on that discovery process.
You give your designer so much more to work from when your message is clear. Plus, your copywriter can suggest the placement of headings, subheadings, callouts, and buttons to support the user experience and get people to take your desired action. You'll end up with a more cohesive and aligned site than you would if you dropped the copy into the design as an afterthought. Plus, you won't hold up your launch with pages full of placeholder text!
"Knowing the amount of content is paramount in the design process of any materials— especially websites,” explains Brand Architect and Graphic Designer Stephanie Audette Connor. “What if the designer were to leave a space for three lines of text, while the copywriter planned to put a paragraph of text in the same spot? The designer or copywriter would have to go back and revise their work, taking more time and money. It's also easier to create a design that achieves the client's goal when the copy is already written to serve as a guide."
2. Rushing the website copywriting process
By the time most people realize they need to hire a copywriter, they want the job done yesterday. The problem with that is rushing to churn out copy rarely yields the best result. When you plan ahead and allow enough time for the process, you benefit from reflection. You can get really clear about your goals, your target audience, and your voice. If you are investing time, energy, and budget in copy for your site, this extra attention is worthwhile. It helps ensure that the result has you confident directing traffic to your site until the point at which your brand undergoes a significant change.
3. Hiring a great website copywriter . . . who doesn't care about nailing your brand voice
This point is one that I talk about all the time, but I’m going to climb back atop my soapbox. There are lots of people out there who are solid writers. But, hiring a great writer isn't good enough. You need a writer who is committed to honing and using your brand's unique voice. You deserve copy that is well-written and sounds like you wrote it—only better.
If your website has a different tone or level of formality than your social media captions or how you talk on a sales call, there's a problem. That lack of consistency erodes brand trust because it feels impersonal and inauthentic. Meanwhile, a cohesive voice across all of your channels reinforces your brand’s personality and helps you stand out from the pack.
4. Not having a clear goal for your copy
Strategic, focused copy gets people to stop scrolling and take action, whether that means making a purchase, scheduling an appointment, or signing up for an email list. Before hiring a writer, you must know what you want your users to do.
You also want to consider how most people will interact with the site. Do you hope to attract new visitors and anticipate your site being their first point of contact? If so, focusing a lot of attention on your on-page SEO makes sense. Start by thinking about who your high-probability prospects really are and what they might be searching for online.
“The more closely your content and keyword terms match the words and phrases that your target audience uses, the more likely they are to find you (listed on the first search engine results page),” shares Karen Callahan, WordPress and SEO Consultant.
If your site is more of a "checkmark" for people who learn about your via word-of-mouth, you may not need to spend as much energy on keyword research. Instead, you might prioritize storytelling or testimonials, and other forms of social proof.
5. Being shy about feedback
The best copywriting results come from an open process with ample opportunities for feedback. No matter how skilled the writer, they don't work in your business, and they will never be as much of an expert in your industry as you are.
Share everything you can throughout the discovery process—anecdotes, industry terminology, points of pride, details about your offerings—to give your writer a lot of great raw material from which to shape your copy. Then, when you receive drafts for review, take the time to scrutinize them and offer constructive edits. Speak up about anything missing, inaccurate, or not communicated in a way that feels authentic to your brand. This feedback will lead to copy that feels comfortable and polished.
With these tips in mind, you should be well prepared to collaborate with a copywriter effectively and make the best use of your time and investment. Looking for more ways to make your website copy work for you? Be sure to subscribe to my email list and follow me on Instagram for IGTV videos and other snackable content.