If you hire someone to write website copy for your business, it would make sense to hire an expert in your industry, right?
This isn’t always the case, especially if that expert is not experienced with writing clear, compelling web copy.
Let me explain why.
You’ve likely spent years building expertise in your industry.
So, it’s more than reasonable to hire someone who shares your level of knowledge to write about your business effectively.
For businesses in the healthcare, finance or legal sector, a copywriter who is an expert in your niche is a valuable asset.
They’ll know about any relevant compliance rules or terminology.
An expert will spend less time asking basic questions. Their experience helps to avoid mistakes that could cause problems for your business.
And they won’t accidentally promise something in your website’s copy that you can’t deliver to your customers.
However, sometimes hiring an industry expert to write marketing copy doesn’t make sense.
Let’s talk about your customers for a moment. They likely aren’t industry experts.
When someone reaches your website, they’re not looking for industry-specific jargon. They want to know you can solve their problem.
And, ideally, you’ll explain that in simple, easy-to-understand terms.
So, when you’re looking to hire a copywriter, it’s likely that someone who isn’t an expert in your industry can be a secret weapon for your business.
Copywriters who don’t know everything there is to know about your industry will ask the simple questions. Those are the questions your customers often think about but are too embarrassed to ask.
The copywriter can spot where you’re using jargon or confusing terminology that makes sense to you, but confuses your customers.
The ability to view your business (and industry) through fresh eyes ensures that they’ll have the same experience as your potential customers.
Great copywriters do these three things, which matter more than industry knowledge:
1. Great copywriters understand your customers’ problems
They dig deep into what keeps your ideal customers up at night, and what they desperately want to solve.
2. Great copywriters ask the right questions
The best copywriters interview you and your customers to learn what makes your business different.
3. Great copywriters translate complex ideas into simple language
A good copywriter can take the complex information behind your business and help potential customers understand exactly how your products or services will benefit them.
If you’re not in a highly-regulated or technical industry, there’s no need to demand a copywriter who is a niche expert.
A skilled copywriter who’s willing to learn your world while staying grounded is capable of producing great content that captivates, engages and converts visitors into customers.
They’ll show curiosity about your business.
They’ll make complex ideas sound simple.
They’ll ask thoughtful questions from the start.
And, they’ll put in time for research to truly understand your industry and customers.
Clear, compelling communication is the foundation of effective marketing and sales. And a skilled copywriter is the secret weapon that turns that communication into conversions.
Looking for help to improve your website? Contact us for a quote.
