Copywriters from Mars, Web Designers from Venus?

This is Part 3 in a five-part series on Marketing a Business Online. You’ll find links to other blog posts in the series at the end.

Are you familiar with that best-selling relationship book from 1992, Men Are from Mars, Women Are from Venus? It reminds me of online marketing, the dichotomy between copywriters and Web designers.

It’s the Internet marketing equivalent of the Battle of the Sexes. We’re from two different worlds, copywriters and Web designers. We speak different languages to website visitors.

Both feel a website has little chance of great success without our respective, deft touch. Truth is, both sides of the great divide are correct…

Yet, it’s fairly common for site owners and web designers to try copywriting themselves. To save money. But in the long run, the opposite generally happens…

Ultimately, somebody caves in: a professional copywriter is called. Copywriters are a kind of search engine love doctor.

Copywriter for Hire — Seeks Desperate Buyers Only

Copywriters are often contacted by frustrated website owners. They realize their site should be delivering better results. That, or we’re hired by Web designers who’ve had to face reality: Their copywriting doesn’t attract website traffic and sales conversions the way their customers expect.

When these cries for help come, we copywriters just smile and think how nice it is to be needed. In these cases, everyone learns that cyber professionals from Mars can (should!) coexist with those from Venus. 

When your online marketing results are a little love-sick, you likely need something more than a copy editor checking your grammar and spelling. If you’re unsure of the sales copy on your website, get a free website copy review.

From there, it’s an SEO copywriter who can make a difference. It’s the “seo” part of it – search engine optimized – that transforms good sales copy into powerful sales copy. SEO copywriting is crucial for getting your website seen online by more potential customers.

SEO Copywriters Attract Search Engine Love

The best online copywriting services brings several strategic skills to writing sales copy. You want a copywriter who pays close attention to the following, draft after draft:

• Professional copywriters pull out the stops when it comes to strengthening an emotional connection with readers. It’s about stating the reader’s challenge, problem or unfulfilled desire, and then conveying how your product or service provides the solution.

• A good SEO copywriter sufficiently repeats your main keyword phrases, but doesn’t stop there. Search engines also pay attention to — and rank your site higher — for related (LSI) keyword phrases written on a Web page.

Hell Hath No Fury Like Sales Copy Scorned

It’s just a guess, but most Web designers probably don’t massage a client’s sales copy to a great extent. It’s time-consuming to do good keyword research; craft a compelling business case; kind of mess things up by sticking in more keywords (logically!); and then smoothing it all out again.

Web designers usually only bring that kind of commitment to designing websites. They’re passionate about your layout and graphics. But where might this leave your sales copy? Unloved. Cheated on. Scornfully chasing away good sales leads!

The online marketing world is littered with beautiful but very lonely websites . . . websites lacking the words search engines need to see to deliver you more potential customers . . . websites with sales copy that doesn’t convince visitors to take action.

If you’re new to online marketing – or you want to improve sales conversions on an existing site – use the right tool for the job. Hire an SEO copywriter as well as a pro Web designer. If you don’t, your competitors will love the customers your site sends their way.

If you’re a web designer or website owner, learn how Copy Clique can help: Website & Sales Copy | Copywriter Services.

To read other entries in our “Marketing a Business Online” series, click here:

Part 1:  Marketing a Business Online – A Website Tutorial

Part 2: Secrets to Online Press Release Writing, Distribution