How to prepare for your website copy project
You’re ready to totally uplevel your web copy! I am so excited for you. Finally, you’re investing in your website words, brand messaging, and (probably!) SEO. It’s going to do incredible things for your business. But wait. Before we get all carried away, let’s chat over some basic website copy-prep tips. Because, believe me, doing your prep matters if you want to get the very best return on investment.
1. Find the right website copywriter for your business
Okay, so this is an obvious one. And you may have already found the perfect copywriter for you. But if not, take some time to shop around. Of course, there’s me (haha!), but in all seriousness, here are the things to assess:
SEO expertise: Do I need a website copywriter who understands SEO? A specialist SEO copywriter will write strategically for your Google ranking, so if that’s a part of your marketing strategy, be sure your website copywriter covers that.
Budget considerations: What is my budget? How does that impact the level of copywriter I can hire? Understanding different price points is vital. You can literally have your whole website written for under $500 USD, but the low price isn’t always a good thing. From copywriters who charge $10,000 USD + to more mid-weight options, figure out what you can spend and what this means for you. FYI: all my website copywriting packages are priced here.
Approach and tone: Do I like how this copywriter sounds? While your copywriter will likely be well-versed in switching up brand voices and tones (it’s literally our job), do you resonate with their style? It’s not the be-all-and-end-all, but it could indicate how much you’ll enjoy working with them.
Portfolio and experience: Who does this website copywriter work with? Who have they worked with? What’s their portfolio like? Checking out past examples can give you the reassurance you need to book a copywriter. FYI: I write copy for parenting brands, photographers, interior designers, architects & more. Check them out here.
2. Gather your client data
From client feedback forms to Google reviews, get it all together and send it over to your copywriter. While many fabulous website copywriters are there to guide you through exactly what you need, you can get ahead by preparing your social proof.
Now, remember! Social proof isn’t just so your website copywriter can sprinkle in some nice testimonials — as lovely as that is. In fact, it’s about your website copywriter unravelling the things your clients say. This often forms the basis of what your copy says – i.e. their words are reflected back at them. Reading reviews and feedback also helps your website copywriter understand more about your business – and the authentic client experience.
3. Establish what it takes to bring your website copy to life
I’m talking about website designers, mostly. As a website copywriter, nothing makes me feel more glum (okay, slight exaggeration) as when I create amazing web copy (if I do say so myself), aaaaaaand then the client just copies and pastes it into a big content block on their website. No! I create wireframed copy for a reason — copy should never be flat. And it should never be in a block.
Bu yes, I’m a specialist – and my zone of genius is website copywriting (and part of that is website wireframing), but is certainly not website design. So, while I’d love to make your web copy actually go live, my advice is to have a website designer lined up before you start your project. This way, your new website copy can come to life. I can recommend several website designers depending on your needs. So if you work with me, I can always chat over your options (and my trusted, lovely colleagues).
4. Understand deliverables, deadlines + timescales
My final tip is to be super clear on your scope – so what’s included exactly. And how long it’s going to take. Now, while you may think this is all up to your lovely website copywriter, it is a lot about you, as a client. Let me explain…
First up is deliverables. Your scope. What’s included – and what’s not. While you’ve hired a website copywriter, make sure you know exactly what your web copy package includes. If you had a specific budget in mind, your website copywriter may be doing a certain portion of your web pages – but you’ll have to fill in the rest. This is super important because if you need more comprehensive copywriting input, you’ll want to make sure you’ve budgeted for an adequate package. You’ll also have website designers – and likely other moving parts in your business – who will rely on everything (all the copy) being ready. So if there’s copy to be written by you (i.e. you didn’t budget for your 404 page to be written), then that’s something you need to consider. Obviously, my preferred option as a website copywriter is to handle everything — from your 404 page to your contact page. But different budgets demand different levels of input. And sometimes, clients are absolutely capable — and can easily write their own 404 page, once their homepage, about page and key service pages are professionally written.
FYI! My custom web copy packages include SEO uplift – so all those very important elements (often missed) are always included.
Also, from the very start, your project will rely on your response times. How quickly you pay your deposit. How quickly you return an initial questionnaire. How quickly you book in your kick-off call. That’s a given. But as the project progresses, you’ll also likely have key feedback milestones. Your website copywriter needs your input along the way. And if they don’t, I hear alarm bells, my friend! A great sign that a project will run smoothly is a copywriter with a crystal clear process – outlined to you as early as the enquiry stage. I do this – I love my clients to feel super calm and confident along the way.
Still considering a website copywriter?
I hope these tips helped! If you’re still looking for a website copywriter, you can check out more about me here. Or drop me an enquiry – I’d love to hear more.
