Many online businesses know that high quality writing is essential for the success of their business, but they may not know where to start. If you are not already a professional writer, it can be confusing to know what to do and why you are doing it with your web copy.

Your words matter on your website and in your marketing strategies, but there are simple ways to be as effective as possible without having to have a degree in writing.

Writing It Yourself versus Having Someone Else Write

The first thing you need to ask yourself right now is whether you are the best person to write the copy for your business. If you already know that you are a decent writer, you might be able to do the job for yourself. But if you are concerned that your writing is a little less than extraordinary, you might want to talk to a professional.

Why Write Copy Yourself

You might choose to write your website copy and blog entries yourself because of a number of reasons.

• It's cheaper. You do not have to pay for the work.
• It's faster. When you have an idea, you can get it on your site or blog immediately.
• It's a learning experience. When you are doing the writing work for your site, you will be learning from the responses that you get, what works and what does not.
• It's changeable. Because you are the one with the access to writing, you will be able to make changes as quickly as possible.

That said, there is a downside to writing copy for yourself - time. You will probably need to take a lot of time to write the copy for yourself since you might not be comfortable writing in a sales sort of way. If you do not feel that you have the time to devote to your writing at first, but you have the money to pay for professional services, it might be a good idea to seek professional help.

Why Hire a Professional Copywriter or Ghostwriter

For many online businesses that would rather focus on customer service and on product development, a professional copywriter or ghostwriter may be a better choice.

• They have experience. When you work with a professional writer, they already have the experience that you need to get the best possible response from your writing.
• They can offer free consultations. Often, experienced copywriters and ghostwriters will tell you when something does not seem right for your site and they can give you advice on the right direction to take.
• They can work on your deadline. If you have a pressing deadline for some web copy, there are writers who can meet your deadlines. Just ask and you might be surprised at how fast you can get a draft.
• They will do revisions until you are happy. Professional copywriters will continue to revise the copy (at least a few times) until you are happy with the final product.
• They can become a part of your team. If you have certain writers that you work with again and again, they will begin to understand your company and they will be able to create better and better copy.

Professional copywriters are also not going to take credit for the writing they do, unless you have that as a part of your agreement. If they are acting as ghostwriters, no one will know that they write your copy unless you decide to share this fact.

With all of this, professional expertise does cost more money for your company, but the returns for your investment are well worth the cost. You can expect to pay professional copywriters anywhere from $25 to $150 an hour, depending on their experience levels and what you need them to do.
 

Where to Find Professional Writers

Because so many people do seek out the services of professional writers, writers are found in many places.

These sites allow you to post your project needs, receive bids from writers, review their qualifications, and then choose a writer that suits your needs best.

You may need to pay a small fee to post projects on these sites, or you can review the profiles of the writers and try to contact them outside of the site.

How to Choose a Professional Writer

Of course, choosing the best professional writer is essential when you want the best results. Here are some quick tips for making sure you get the best writer possible.

• Be clear in what you need. When you post a project that is unclear, chances are good that you will find writers who apply to your job and they are not a good fit. Make sure you are clear about what you want or that you create a budget to allow for consultation time with the writer.
• Review their resume. Ask for resumes and review them carefully. A writer should have at least some experience in your market or related markets.
• Look at reviews and feedback. Since some ghostwriters might not be able to post the projects they have worked on, it is a good idea to look at feedback and reviews of the writers.
• Ask for a sample. Most writers are happy to write up a free sample when requested by a new client.
• Request references. Ask for references and then talk to these people to see what they thought of the writer.

Most of the time, you will find a solid writer easily when you follow these rules. However, if you have troubles with a writer, make sure to find someone quickly to replace them. It is better to work with a good writer than to manage a bad one.
 

Creating Powerful Copy

The copy that you write for your website and blog needs to be powerful, but what does this mean? Powerful copy can be described and defined in a few words.

• Clear. The message that you put through with each article or blog should be as clear as possible. The reader should have no trouble figuring out what you are trying to say to them.
• Concise. Say what you mean in as few words as possible. This will ensure that you can maintain the attention of a reader.
• Emotional. Whenever possible, try to appeal to the emotions of the reader so that they are more likely to keep reading to see what else you have to say.
• Call to action. One of the things that is often missing from copy is a call to action, or a description of what you want a customer to do with your information. Whether you want them to buy something or to call a number, your copy needs to include this detail.
• Targeted. When you know who your target audience is, you will know how to talk to them and how to create the best possible message for their needs and for their goals.

Powerful copy can seem like a trial and error process, and it often is. When you look around the Internet, try to find other copy that appeals to you and try to emulate it (not plagiarize it, of course).

Types of Writing to Use for Your Business

You might not realize just how many types of writing can be used for your business.

• Articles. Articles can be a part of your website or they can be used on other websites to drive traffic to your business.
• Blogs. Blog entries allow you to connect with your audience on a more personal level.
• Press releases. You can create press releases that detail a new product or a new innovation at your business, and that release will then be distributed to press release companies to publish.
• Landing pages. Landing pages are smaller websites that allow you to direct readers to a mailing list or to a special that might pique their interest.
• Books and eBooks. You may want to offer eBooks as a marketing tool or as a product on your website. These books can contain supplementary information that your audience wants to know.
• Reports and white papers. Shorter than books and eBooks, reports and white papers are informational pieces that you might want to offer for free to anyone who comes to your site. These pieces will include information that allows customers to make the best decisions.
• Web pages. Your website will have a number of web pages that need to be written to inform and engage readers.
• Sales letters. You can also create websites that are sales letters to audiences, helping to create an emotional response for readers, and they include a call to action for a certain product or package.

There are many more pieces of writing you might use for your business, but this basic list gives you a good starting point.