With the rapid growth of e-commerce and online presence, quality website copy has become just as crucial as a sleek design. Well-crafted content that’s optimized for search engines can increase visibility and engage potential customers. But what qualities should you expect from a website copywriter to ensure your project’s success? Here’s a guide to ten essentials to look for in a website copywriter.
Fixed Pricing for Your Project
A professional website copywriter should offer a clear, fixed quote for your project, rather than an open-ended hourly rate. Fixed pricing ensures you know the cost upfront and protects you from unexpected charges. If your copywriter is hesitant to commit to a quote, ask them why. You deserve transparency in pricing, and it’s a sign of a reliable professional.
Detailed Scope of Work Contract
A written, signed contract is critical in any service agreement. Your website copywriter should outline the scope of work, cost, estimated word count, and terms for revisions. An itemized contract provides clarity and accountability for both parties. If your copywriter avoids providing these details, it’s wise to proceed with caution.
Realistic Timeframe
Ask for an estimated timeline for your project. Web copywriting can be time-intensive, and quality writing requires thoughtful research and editing. Keep in mind, too, that your feedback will be necessary during the review stages, which can add time to the overall process. Make sure both you and your copywriter are on the same page with deadlines.
Clear Project Plan
A good website copywriter should have a clear “plan of attack” for your project. They should provide an overview of their process, whether they’ll deliver drafts of each page or the entire site, how many review rounds are included, and the format of the final copy. This roadmap will give you confidence that they have a structured approach to meet your goals.
Samples of Relevant Work
With many people now offering copywriting services, it’s essential to see samples of previous work. Review these samples closely to assess if they’re engaging, benefit-driven, and target the audience effectively. Pretend you’re the intended reader and ask yourself, “Does this answer the questions I need to make a purchase or take action?”
Copywriter’s CV or Background
A copywriter’s CV can provide insight into their expertise and professional history. You’re looking for relevant writing experience and, ideally, formal training in writing, marketing, or a related field. The more experienced your copywriter, the better they’ll understand how to position your brand in a competitive online space.
Strong Client Testimonials
Client testimonials offer an honest look at a copywriter’s work and reliability. Look for testimonials that mention the quality of the copywriter’s service and their results. Reputable website copywriters often feature client testimonials on their websites, but don’t hesitate to ask for additional references if needed.
Proven SEO Copywriting Skills
With about 80% of web traffic coming from search engines, SEO skills are non-negotiable for a website copywriter. Ask about their approach to SEO: Do they conduct keyword research? How do they determine keyword placement? Can they show examples of high-ranking sites they’ve written copy for? A qualified website copywriter should understand SEO fundamentals and be able to balance readability with optimization.
SEO Copy as Part of the Package
SEO copy should be standard practice, not an add-on cost. SEO writing doesn’t take longer if keyword research is complete. Ensure your website copywriter doesn’t charge extra just for writing with SEO in mind, though additional services like keyword analysis, site structure advice, or backlink strategies might cost extra.
Experience with Online Media
Writing for the web differs from print. An experienced website copywriter understands that web readers skim rather than read word-for-word, so they’ll prioritize short sentences, bullet points, and concise sections. Ask your copywriter for their recommendations on page length and word count, which should reflect a balance between SEO needs and user experience.
Choosing the Right Website Copywriter is Key
When done right, professional web copy helps your site not only look great but also attract and convert visitors. It can make a significant difference in how effectively your website supports your business goals. With these tips in mind, you’re ready to choose a website copywriter who will deliver optimized, engaging, and effective content for your brand.