Ocean Copy

As a web designer/agency, you will probably be familiar with the words above.

Copywriting is still an undervalued skill in many quarters. 

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