9 Essential Items Your Website Copywriter Must Know About Your Business BEFORE Writing a Word

When hiring a website copywriter for your business, strong writing skills are a given. But exceptional website copywriting goes beyond simply putting words together. The best copywriters are expert interviewers, researchers, and marketers who take the time to truly understand your business. For truly impactful copy, your copywriter needs a deep understanding of your brand, audience, product, and goals.

Below, we explore the nine essential elements every website copywriter should understand before writing a single word of your website content. Make sure your copywriter is asking the right questions to capture your brand’s unique value.

1. Project Objectives: Defining Purpose and Goals

Your website copywriting project starts with clarity on objectives. The purpose of your website can vary, from direct sales and lead generation to educating your audience, increasing brand awareness, or boosting company image. The goals determine the tone, style, and structure of the content. For example:

Direct Sales: Content should be persuasive, emphasizing product benefits and calls to action.
Brand Awareness: Content should be informative, sharing company values and expertise.

If the copywriter doesn’t know your objectives, the content may lack focus, ultimately affecting its effectiveness.

2. Target Audience: Knowing Who You’re Speaking To

The success of any marketing content lies in its ability to resonate with the intended audience. Your copywriter should gain an in-depth understanding of your target customers, including:

Demographics: Age, gender, occupation, and location.
Psychographics: Interests, lifestyle, motivations, and pain points.
Customer Needs: What problem does your product or service solve for them?

Understanding your audience enables your copywriter to craft messages that speak directly to the readers’ needs and desires, creating a strong connection.

3. Detailed Product or Service Description

A deep dive into your product or service is essential. This includes understanding every feature, specification, and the manufacturing or delivery process. Your copywriter should ask about:

Features: What specific qualities make your product unique?
Processes: How is it created, sourced, or delivered?
Development History: How has it evolved, and what feedback has been incorporated?

Clear descriptions of your products help build credibility, especially when highlighting attributes that set them apart.

4. Customer Benefits: Translating Features into Value

While product features are important, customers are more interested in benefits – the value they get from using your product or service. Your copywriter should be able to answer:

Why Should They Buy?: What does your product or service offer that they can’t find elsewhere?
What’s in it for Them?: How does it save them time, money, or effort?

An effective website copywriter transforms product features into benefits that speak directly to the customer’s needs, creating a compelling reason to buy.

5. Support for Benefit Claims: Proof That Builds Trust

Your copywriter should back up claims with specific evidence that builds credibility and trust. Depending on your industry, these could include:

Testimonials: Positive feedback from existing clients.
Case Studies: Real-life examples showing measurable benefits.
Data: Test results, focus group data, or other verifiable statistics.

Concrete proof is essential in helping prospects feel confident about their choice, especially in competitive markets.

6. Competitor Analysis: Understanding the Marketplace

To position your product effectively, your copywriter should be aware of competitors in your industry and what they offer. Important questions to ask include:

Who Are the Competitors?: Identify key players and similar products.
What Sets You Apart?: Assess your competitive advantage.
Market Gaps: What’s missing in competitor offerings that you can capitalize on?

This knowledge enables your copywriter to craft content that highlights your unique strengths and positions you as the preferred choice.

7. Creative Considerations: Understanding Constraints

Your copywriter needs to be aware of any limitations or creative guidelines for the project. This may include:

Budget Constraints: Limitations on advertising and content development.
Deadlines: Schedules for content delivery and publication.
Brand Guidelines: Tone, voice, and design requirements that must be followed.

Having a clear picture of these considerations ensures that your copywriter’s work aligns with your brand’s standards and stays within project constraints.

8. Distribution Channels: Where and How Content Will Be Used

Your copywriter should know where and how the content will be distributed, as this can impact both tone and style. Some considerations are:

Marketing Channels: Will the content appear on social media, in email campaigns, or as website copy?
Ad Placements: If it’s intended for ad campaigns, the content might require more concise and direct language.
Audience Preferences: Certain platforms have unique expectations from their users. For example, LinkedIn content may be more professional, while Instagram content is often visually driven and conversational.

Knowing how the content will be used ensures that it is optimized for each channel, increasing its effectiveness and reach.

9. Unique Selling Proposition (USP): The Core of Your Brand

A clear and powerful Unique Selling Proposition (USP) is the foundation of effective marketing. Your USP is the distinctive factor that sets you apart from competitors and should be clear in all marketing efforts. Key questions include:

What Makes You Unique?: Identify your product’s most compelling quality.
Why Should Customers Choose You?: Answering this question can provide the core message for all copy.
Consistent Messaging: The USP should resonate throughout all content, ensuring a strong, unified brand voice.

A strong USP is crucial in crowded markets, helping your business stand out and stay memorable.

Conclusion: Why These Elements Are Essential for Great Website Copywriting

When a website copywriter takes the time to understand these nine essential elements of your business, the resulting content is more likely to engage, persuade, and convert your audience. Each element – from defining project objectives to honing the Unique Selling Proposition – contributes to creating content that resonates with readers, builds credibility, and drives action.

So, before hiring a copywriter, make sure they’re prepared to ask detailed questions about these topics. By providing this foundational information, you empower your copywriter to create content that not only reflects your brand accurately but also captures the interest and loyalty of your target audience.