Whenever this piece of Hello & Co lore comes up, I get two reactions:
- You used to do WHAT?! I would never have guessed! (These are people who have somehow not visited the very website you’re on right now)
- Well, yeah. That makes sense.
Because yes, I did used to also design websites — and now, it’s one of my biggest flexes as a website copywriter.
The (Copywriting) Origin Story
When I started Hello & Co, I offered brand and website design in addition to copywriting – and I offered all three services for several years, becoming more of an all-inclusive design studio than focusing on one service. And let me tell you: it was FUN.
>> Stalk one of my favorite all-in-one copy + design projects
There really is just something about diving SO HARD into a rebrand (I swear, it’s the rage declutter of small business ownership) and creating moodboards, writing out strategy, drafting, and helping someone publish a website that takes half the work of marketing off your plate.
After a few years, I did remove design services from my offerings — and the internal reasons were: so I could focus on continuing to grow my copywriting skills, partner with more designers, and just run a more simple business.
But there was also one GLARING, client-centric reason I doubled – and tripled – down on copywriting:
I noticed that projects that included copywriting with their website design were getting WAY better results – more clicks, more bookings, and more growth – than the ones who didn’t, because…
Website copywriting isn’t just another form of writing about your business.
Website copywriting is both an art and a science, but above all:
It’s the backbone of selling your offer through your website.
It’s not entirely saying things that sound good (although I’m obsessed with a good play on words and turn of phrase), and it’s not entirely the functional stuff (like details about your services, and how to get in touch).
In fact, my entire job is making sure your website has:
- The right words (that your ideal client feels like you pulled straight out of their deepest thoughts), in:
- The right places (where your readers are looking for them on your website), at:
- The right time (when your readers are ready to take it in)
It’s not like writing a caption, because you have more room and way more to get done.
It’s not like drafting an email, because the entire point is turning a one-sided conversation (you, speaking through your website to them) into a dimensional one (in which they actively reach out to work with you).
It’s certainly not a pushy sales pitch, because those don’t work! (And because there IS a way to sell your offer without making people feel cornered)
Website copy is how you build your entire platform and brand.
Whether or not my clients add a brand messaging guide to their project, I always spend time deep into market research, competitor analysis, and basic messaging pillars to ensure that their message is not only effective, but them – and that it meets their specific marketing goals.
Want to grow your website traffic? Great! I optimize all website copy for SEO anyway.
Want to get more subscribers to your list? Cool, I’ll make sure we highlight your lead magnet and email list in the right places and in the right way on your site.
Need to sell more of your course, membership, or other high-ticket offer? Amazing, I’ll open a sales page draft for you.
When you always have a perfectly-crafted, highly strategic link to send, your sales pitches become more casual, more powerful, and much more lucrative – and you never feel like a jerk about simply letting people know how you can help (because your website is now handling the selling for you)!
(Un)Surprising Benefits of Working With A Designer-Turned Copywriter
Well – you might be surprised. But as a website girl, I can assure you that I am NOT surprised that these things tend to happen for my clients whenever I work on a website copywriting project:
You get a better ROI on their design services
Because, again – COPY DRIVES CONVERSION. If your website is stunning, it will absolutely grab attention – but it won’t hold that attention or turn it into bookings unless your copy makes it happen.
PS – here’s the right order to tackle your website in, if you’re wondering! I’ve yet to find any copywriter, designer, SEO expert, or website strategist who disagrees.
You get more traffic to your website
Not all website designers do SEO! At a minimum, they should be setting your website up correctly for SEO (by organizing your headings, setting up analytics, and optimizing your images), but most aren’t researching keywords unless you specifically pay them to.
I optimize all of my website copywriting projects for keywords whenever possible, and include metadata (SEO page titles and descriptions) – so you can be sure that your copy isn’t just driving conversions, it’s bringing more of the right people to your website.
>> Questions to ask your website designer before hiring them (and the answers they should give you)
Your website looks (and performs) better
Because I used to be a website designer, it’s easy for me to envision how copy will actually look on the website page as I write, and I mock it ALL up into layout suggestions (AKA wireframing) so you and your designer can easily see how it will translate into design.
I also offer a final walkthrough and proofread for all of my website copywriting clients, to ensure it’s completely perfect (from italics to punctuation) and encourage my clients’ designers to reach back out with questions and if they need any help with small edits to make the copy fit seamlessly into the design.
The Bottom Line
Your website’s job is to find and convert clients for you, building your brand in the background and foreground whether you’re logged on or unplugged.
And ultimately, it’s your website copy that gets that done – and your website design that makes your copy easy to read and engage with. You need both if you want your website to actually do its job (AKA, half of your job) for you, which means you’ll need to start with website copy that’s written with both form and function in mind… which is exactly what my website copy templates are for.
P.S. Need a website designer recommendation? I keep my favorites here!
