When building or redesigning a WordPress website, creating engaging and effective copy is one of the most critical aspects of the process. High-quality copy not only grabs your audience’s attention but also clearly conveys your brand message and helps ensure your website launches on schedule. As a business owner, you may find yourself at a crossroads when it comes to writing your website content: Should you take on the task yourself, or should you hire a professional copywriter?
While both options have their merits, let’s set things straight right up front, hiring a professional copywriter is always the best choice in our opinion. With that said, let’s take a look at the pros and cons of each approach.
Writing Copy Yourself
Many business owners are tempted to write their own website copy. After all, who knows your business better than you? You might believe you can save money and time by taking this task into your own hands, but is it really the best use of your time and resources?
Pros of Writing Copy Yourself
- In-Depth Knowledge of Your Business
As a key stakeholder, you may have a deep understanding of your brand, products, and services. You know the ins and outs of what makes your business unique, which allows you to craft messaging that feels authentic to your vision. Writing the copy yourself can be a rewarding way to clarify your brand’s message and identity, but only if you enjoy writing, have the time, and are an excellent communicator. All three of these factors need to be in place for it to be a practical option. - Cost Savings
Hiring a copywriter can be an additional expense, especially if you’re on a tight budget. By writing the copy yourself, you may feel like you’re cutting costs and maximizing the use of your existing resources. This is often appealing to startups or small businesses with limited marketing budgets. Keep in mind that it might be saving money on paper, but only if the copy is high quality, clearly engages your intended audience and it isn’ taking away your time from business tasks that could otherwise, generate more revenue. - Personalized Voice
When you write your own copy, you can infuse it with your own voice and tone, which can lend an air of authenticity to your message. Customers appreciate sincerity, and having a key stakeholder’s voice in the content can sometimes create a strong connection with your audience. This is a fantastic point if you have a background in content creation or existing brand authority based on content.
Cons of Writing Copy Yourself
- Lack of Professional Writing Skills
While you may know your business inside and out, effective copywriting requires more than just knowledge. Copywriters are trained to write in ways that are not only clear and engaging but also optimized for online reading and persuasive enough to drive conversions. Without these skills, your copy may fall flat, leading to missed opportunities for engagement and sales and ultimately causing your entire website investment to backfire. - Time-Consuming
Writing high-quality copy is a time-intensive process. Business owners are already stretched thin with day-to-day operations, marketing efforts, and client interactions. Taking on the task of writing copy adds another layer of responsibility. The results could be a delayed website launch by months (or even years) or subpar content that doesn’t do your brand justice and causes your website users to drop off. - Emotional Attachment
As the business owner, you may have an emotional attachment to your brand and a tendency to overlook areas where the messaging needs to be more customer-centric. Writing copy requires an objective perspective, something that can be difficult to maintain when it’s your own business on the line. Professional copywriters are skilled at stepping back and ensuring the copy speaks directly to the needs and pain points of your target audience.
Hiring a Professional Copywriter: The Pros and Cons
Hiring a professional copywriter brings a level of expertise and objectivity that can significantly elevate the quality of your website content. However, it’s important to understand both the benefits and potential drawbacks.
Pros of Hiring a Copywriter
- Expertise and Skill
Professional copywriters have honed their craft through training and experience. They know how to write copy that is clear, engaging, persuasive, and tailored to different audiences. They understand the nuances of language and tone, ensuring your content resonates with your target market. Additionally, they are skilled in writing for various formats, whether it’s landing pages, product descriptions, blog posts, or email newsletters. - Time Savings
By outsourcing copywriting to a professional, you free up valuable time to focus on other aspects of your business, such as operations, strategy, or client relationships. In fact, we often tell our clients that when a website launch is delayed, 9 times out of 10, it’s because we’re still waiting on the copy. We’ve had instances where we’ve waited months, even years, for website owners to provide content. Even if you don’t believe copy quality is the most important aspect of your website (though it typically is), outsourcing the copywriting will save you a lot of frustration and avoid unnecessary delays, trust us on this one. - Fresh Perspective
Copywriters offer an objective, external perspective on your business. While you may be too close to your products or services to see them through the eyes of your customers, a copywriter can bring a fresh viewpoint that better aligns with customer expectations. They focus on what matters most to your audience, ensuring the content speaks directly to their needs, interests, and pain points. - Consistency and Professionalism
Consistent, well-written content is key to building trust and credibility with your audience. Professional copywriters ensure that your tone of voice, messaging, and branding are consistent throughout the site. This consistency creates a professional appearance that can help establish your business as an authority in your industry.
Cons of Hiring a Copywriter
- Cost
One of the primary drawbacks of hiring a professional copywriter is the cost. Depending on the scope of your project, experienced copywriters may charge a premium for their services. However, it’s important to view this expense as an investment in your website’s success, especially when considering the long-term benefits of high-quality content. - Finding the Right Fit
Not all copywriters are created equal. It may take time and effort to find a copywriter who understands your brand, tone, and goals. There can be an adjustment period as they get to know your business, and you may need to provide feedback and direction in the early stages of collaboration. However, once you find the right fit, the process becomes smoother and more efficient. - Less Personal Input
While a professional copywriter can produce polished and engaging content, some business owners may feel that their personal touch is missing. If you prefer to have more direct involvement in the messaging, you’ll need to communicate clearly with the copywriter to ensure your vision is accurately reflected. Many copywriters are open to collaboration and welcome input or edits from clients to tailor the content to their needs.
The Case for Hiring a Professional Copywriter
Now that we’ve explored the pros and cons of both writing copy yourself and hiring a professional, let’s address the central question: Which option is best for your business?
For most businesses, hiring a professional copywriter is the right choice. Here’s why:
- Quality Matters: Your website is often the first impression potential customers have of your business. Well-crafted copy can make the difference between a visitor bouncing off your site and a visitor converting into a customer. Professional copywriters ensure that your content is clear, persuasive, and aligned with your business goals. If you are investing in a new or redesigned website, skipping out on professional copy can tremendously be a disservice to your investment.
- Return on Investment: While hiring a copywriter involves upfront costs, the long-term benefits often far outweigh the initial expense. High-quality, copy can drive more traffic to your site, increase conversion rates, and ultimately boost your bottom line. Additionally, the time you save by outsourcing the writing can be redirected toward growing your business in other ways.
- Expertise You Can Rely On: Copywriters bring specialized skills to the table. They stay up to date with best practices in digital marketing and user experience, ensuring that your content is not only well-written but also strategically designed to meet your business objectives. This level of expertise is difficult to replicate without years of experience.
- Time is Money: As a business owner, your time is one of your most valuable assets. Writing copy yourself can be a slow and labor-intensive process, especially if you’re unfamiliar with the techniques required to craft effective web content. By delegating this task to a professional, you can focus on what you do best, running your business.
- Consistency Builds Trust: One of the key elements of successful branding is consistency. Professional copywriters can help you maintain a consistent voice, tone, and message across all your website pages and marketing materials. This consistency helps build trust with your audience and strengthens your brand’s identity.
Trust the Experts
While writing copy yourself might seem like a cost-effective solution, it often comes with significant downsides and risks in terms of time, quality, and missed opportunities. Hiring a professional copywriter ensures that your website content is well-organized and written for your target audience from the start. This ensures the entire website design and development process is well-structured with organized content, which can ultimately be the key to launching a website on time, within budget, and successfully.
At Inspry, we understand the importance of high-quality copy for your website’s success. We work with experienced copywriters who can help you craft compelling content that aligns with your brand and business goals. In building thousands of websites over the years, the investment in a professional copywriter pays off in the form of better engagement, higher conversions, or at the least, a website that is built faster since sitemap and copy is not delayed by the business owner.
If you’re ready to elevate your website, contact us today to learn how we can improve your online presence and deliver results for your business, including access to our professional copywriter network.
