As a web designer/agency, you will probably be familiar with the words above.
A client’s thought pattern may go a little bit like this:
“We don’t know where to start with all that techy stuff, but we can save money by writing our own content – that’s a no brainer.”
If anyone can be a web copywriter, the following skills must be useless:
- Keyword research
What words/phrases are people likely to type into Google when looking for a particular product or service? Does anyone actually search for these terms?
- On-page optimisation
How do you incorporate the most relevant keywords and phrases into a web page – just stuff them in and hope for the best?
- An understanding of psychology
Will a product or service just sell itself? Has anybody ever been persuaded to buy something they didn’t actually set out to?
- Knowing what makes a good headline
A headline can make or break a web page. I wonder if a bunch of words can actually make someone decide to read on or just go off and find another website?
- Focusing on benefits rather than features
Visitors to a website surely can’t fail to be impressed by a list of technical terms and features of a product? You shouldn’t have to also tell them why they need to buy it, should you?
The next time a client says “We’ll write the copy ourselves”, maybe you could advise them there’s a bit more to it than they think and ask them to contact us
Take a look at some other common web copywriting objections