Not every business owner is ready to hire a copywriter straight away, and that is fine. To begin with, you can prepare simple, honest text in your own words: good website copy is not a literary competition, it is a clear answer to the client’s questions.
A client does not come to a website to read polished advertising copy; they come to understand what you do, who for, what it costs, and how to get started. If you already have answers to those questions, you already have the basis of your copy.
What the copy needs, and what to avoid
Website copy should be specific: what you offer, who you help, what result the client gets, where you work, your prices or a rough guide, and what happens after they get in touch.
Weak copy is usually too generic: plenty of words like “quality” and “personalised approach” with no examples behind them, no specific services named, no mention of location, and text written for the owner rather than for the client.
Where the risk lies
The risk is ending up with a site that looks attractive but is empty of meaning: the client does not understand the service, the enquiries that come in are the wrong kind, everything has to be explained again over the phone, and the site feels like a faceless template.
What you can prepare yourself
- write out a list of your services
- describe two or three typical clients
- note down the questions you get asked often
- prepare prices “from” or set packages
- write down what happens after someone gets in touch
When it is better to delegate
You can supply the raw substance; a professional then turns it into page structure, SEO-friendly headings and clear content blocks. Many people put off building a site because they “don’t have the copy”, but there is no need to write perfect advertising straight away; you can start with honest answers, and a good web professional will turn them into structure.
Zen Webmaster can help turn your honest answers into finished copy for your website.
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