Website Content: 3 Best Options for Your Website Copywriting
You’ve probably heard that a pretty website is basically worthless if it doesn’t drive the results you want for your business. Do you want people to buy a product, sign up for a service, subscribe to a membership, or buy a course?
Whatever your goal, design is obviously important, but it’s nothing without a key partner—copywriting.
Your beautiful design isn’t likely to convert without words that resonate with your visitors.
But if you’re a novice, fear not. I’ve got some actionable website copywriting tips that will put your mind at ease.
In this article, I’ll review whether you should prioritize design or copy first when building your website and three solid options for getting your website copywriting done, including one of my favorites and the secret behind my website copy!
Prefer to learn by watching or listening? I’ve got you covered with the companion video on my YouTube channel.
Website Copywriting or Design? Which Comes First?
Let's dive into the chicken or egg debate: What should come first, website design or copywriting?
Having recently gone through a major relaunch of my own website, I found that starting with the copy provides a strong foundation.
There are different schools of thought on this matter, and I'm not saying one is definitively right or wrong. However, having your copy done ahead of time can significantly aid the design process by informing the design structure and ensuring that the content flows seamlessly to support the desired customer journey.
Conversely, if you begin with design, you might find yourself constrained by trying to make your copy fit into predetermined layouts.
Most professionals recommend defining your customer journey and the primary website pages you will need before you start designing or writing copy. This way, both elements can complement each other more effectively.
There is no wrong answer as to which you do first. It will come down to a matter of preference - either yours or your designer’s.
That said, if you are starting with a blank slate and building a brand new website, I’d recommend working on your copy first—at least the outlines of it—and then moving on to the design. If you’re updating the website copy for an existing website, well, that’s a little different, of course.
Regardless of your chosen order, the bigger question is how you will create your website copy.
So, let’s get to it and review my biggest website copywriting tips!
3 Options for Website Copywriting
The great news is when it comes to crafting copy for your website, you have options!
Option 1: Hire a Website Copywriting Professional
The first and most straightforward option is to hire a professional copywriter. While this can be a significant investment—often running into thousands of dollars—it saves you time and should ensure top-quality results.
When hiring a professional, do your research, check references, and look for copywriters who specialize in your industry or niche. Professional copywriters may offer various packages, ranging from full website copy to specific needs like email marketing or landing pages. They may offer VIP days or packages based on the number of pages you need written.
Key Tip: Copywriters often have specialties, so make sure whoever you hire has experience in or specializes in website copywriting.
Option 2: Using DIY Website Copy Templates
If hiring a professional copywriter is beyond your budget, consider purchasing templates from them. Templates can range from individual pages, like your home or about page, to bundled packages covering your entire website.
Templates provide a structured way to guide your writing and can be an excellent option if you feel comfortable with your writing skills but prefer a framework that will walk you through adapting your writing for website copy and help you build your content.
Key Tip: Before buying templates, check out multiple providers. Explore their free content first and then choose the one that fits your style and budget best.
Option 3: Taking an Online Website Copywriting Course
Another middle-ground option is to take an online website copywriting course. From a price perspective, these courses will be less expensive than hiring a professional copywriter but more expensive than buying a DIY copy template.
Good courses will teach you about the nuances of copywriting, how to find your voice, do market research, refine your message, etc. Many professional copywriters offer comprehensive courses that guide you through these fundamentals of effective website copy.
In fact, when it came to relaunching my website this year, this is the option I chose.
The Option I Chose: My Experience with Online Copywriting Courses
Full disclosure: I’ve taken more than one copywriting course over the years. Some were very comprehensive and covered more than website copywriting. This time around, I wanted something focused on website copy only.
I opted for an online course called "Strongly Brewed Websites" by Megan Taylor of The Copy Template Shop.
This course is incredibly well-structured and tailored specifically for online service providers. It provides clear, actionable steps and offers various learning paths to suit different time frames and levels of commitment.
The course includes a stellar module on market research, which made learning how to do proper research to understand my audience painless and insightful. Additionally, it offers comprehensive workbooks and templates that help you draft your copy in a way that aligns perfectly with your overall website design.
The lessons are neither too long nor too short, and the workbooks and templates are so well organized that I felt like I had found my Goldilocks moment!
I highly recommend checking out Strongly Brewed Websites if you also appreciate balance, structure, and ease.
Final Website Copywriting Tip/Takeaway: Do Your Research!
No matter which approach you opt for—hiring a professional, using templates, or taking a course — the most crucial step is to do your research.
Ensure that the resources or professionals you engage with resonate with you and align with your brand and business needs.
Budget matters! Don’t feel like you have to go beyond your means to get good website copy. There are excellent resources available for any budget, but it’s up to you to take the time to do the research to find the one that meets your needs and budget.
There are options, not shortcuts!
To sum up, the most important factors to consider are your budget, time, and the amount of work you wish to undertake. Professionals provide top-tier service at a higher cost, templates offer a lower-cost structured approach, and courses fall in the middle of the price range and allow you to invest time learning while crafting your website copy.
Remember, good design and effective copywriting go hand in hand. One without the other won't give you the desired results from your website.
Happy writing and designing!
You may also find these articles helpful:
