web copywriting services

10 Indispensable Reasons Why You Need Professional Web Copywriting Services

Let’s face it – some things just require skill.

You wouldn’t hire a carpenter to give you a root canal, would you?

Nor would you head to a sandwich shop for auto body work.

Some professional skills are best left to professionals and trying to outsource them to anything less results in a poor job (at best) and a complete disaster (at worst).

This is as true for web copywriting services as it is for anything else—perhaps even more so.

When it comes to your online content, nothing but the best will (and should) do, and there are dozens of great reasons to hire professional web copywriting services.

A lot of this has to do with Google and their current standards.

Read on to learn more.

Let’s face it – some things just require skill. You wouldn’t hire a carpenter to give you a root canal. Nor would you head to a sandwich shop for auto body work. Don't hire a non-writer to write your content. @JuliaEMcCoy Click To Tweet

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The Real Reasons Businesses Need Professional Web Copywriting Services

Why do you need web copywriting services?

Let me count the ways…

First of all, Google doesn’t exactly love hack jobs pretending to be copywriters.

Last year, the search engine released a document called the “Search Quality Evaluator Guidelines.” The original document was 160 pages (it’s since been updated to 146), and it dispersed all sorts of useful information about how Google’s quality evaluators were to assign rankings to websites.

One of the most important things the guidelines laid out, though, is the need for professional web copywriting services.

Shocked? Stay with us.

In the original version of the guidelines, Google went to great pains to define two critical acronyms: EAT and YMYL. Here’s what you need to know:


EAT stands for “Expertise, Authoritativeness, and Trustworthiness.” According to Google’s guidelines, high-quality pages have high levels of EAT. Low-quality pages don’t. According to section 4.5 of the guidelines themselves, “High-quality pages and websites need enough expertise to be authoritative and trustworthy on their topic.”

While Google stops here to clarify that “expert” pages can cover topics ranging from fashion and gossip to specialty pages, it’s clear that the search engine wants to see authoritative, quality content – no matter the topic.

How do you get quality content?

You hire expert web copywriting services.

You see, great content is about more than just knowledge. It’s also about structure, formatting, SEO, and linking. By hiring web copywriting services that specialize in your given industry, you get all of the knowledge required for a high-EAT page, combined with the technical know-how that’s needed to rank well.

Talk about a winning combination.


YMYL stands for “Your money or your life.” This acronym is a lot like EAT in that it defines what good pages should have, but it’s also different because it talks about a particular subset of pages. You see, YMYL pages are those that, according to the guidelines, “could potentially impact the future happiness, health, or financial stability of users.”

Examples of these pages include the following:

  • Financial or shopping pages: Any website that allows customers to make purchases or pay their bills online is a YMYL page
  • Pages that provide financial information: Any page that offers financial advice on topics ranging from investments, retirement, or taxes is a YMYL page
  • Pages that provide medical information: Any page that provides information about drugs, diseases, mental health and well-being, or nutrition is considered by Google to be a YMYL page
  • Pages that provide legal information: Pages that offer legal advice or information on critical things like divorce proceedings, child custody, or immigration are YMYL pages
  • Any page that may impact the health, safety, or wellbeing of people: Other pages may be considered YMYL pages if the content within them has a significant impact on people. Consider the example of a car repair website, for instance, which tells consumers how to replace their car’s brakes. If written poorly, this page could have a negative impact on the safety of the people reading it.

When it comes to YMYL pages, professional web copywriting services are especially needed. Because Google pays extra attention to these pages, it’s critical to get them right, and hiring a team of expert copywriters, editors, and SEOs is a great place to start.

According to Google, high-quality content should have EAT and YMYL. Know more about these two critical acronyms in this post on why you should hire web #copywritingservices Click To Tweet

10 Good Reasons to Hire Professional Web Copywriting Services

Still not sold on the need for professional web copywriting services?

Here are ten solid reasons to jump onboard.

1. Hiring a team of professionals means you’ll save time

Content marketing is a time-consuming business! When you look at social media alone, the statistics are staggering: 64% of marketers spend 6 hours each week on social media, 41% spend 11 hours or more, and 19% spend upwards of 20 hours each week on their social media accounts!

With these numbers in mind, it’s not difficult to see how hiring professional web copywriting services can free up lots of time, energy, and resources. By turning content creation, distribution, and SEO over to a skilled professional, you allow yourself to reclaim critical time to focus on other things – like running your company.

This, in turn, improves everything about the way your business operates and ensures that your social, blog, and on-page content isn’t suffering for lack of time.


2. Professional web copywriting services take a third-party approach

As paradoxical as it may seem, many companies have a difficult time explaining their services.

When you hire professional web copywriting services, though, this problem is a thing of the past. A team of skilled copywriters can evaluate your mission statement and services and craft an intelligible, comprehensive, and compelling statement about what it is that you do and why customers need it.

This, in turn, creates more interesting content and prevents you from getting stuck in that odd, “I don’t want to toot my horn” place.

3. Expert web copywriting services can keep you in line with trends

One of the best ways for a company to demonstrate its relevance and validity is to stay abreast of current industry and social trends.

Right now, for example, companies like Content Marketing Institute are using the Olympics as a foundation to create unique, fun content that appeals to their readers.

Without the help of web copywriting services, it’s unlikely that you have the time, energy, or (let’s be frank) attention span to create this type of on-trend content on your own.

When you hand your content creation and distribution over to the pros, though, you can rest assured that your copywriters will take a look at your industry and the world around you and use current events to make your content more relevant and exciting to users.

This, in turn, sets you apart from the competition and makes it easier to stand out in your industry.

4. Grammar & spelling issues? Not with web copywriting services

Grammar and spelling are tricky things, and even the best brands get it wrong from time to time.

Think, for a moment, about Old Navy, which famously released a sports t-shirt that featured the slogan, “Lets go!”

Old Navy screenshot

While this snafu may be funny now (and only because you’re not Old Navy), these mistakes can do significant damage to a company’s image.

Luckily, businesses that hire web copywriting services have better protection against these types of easily preventable errors. With the help of professional web copywriters, it’s easy to avoid grammar and spelling mistakes and to ensure that all content that gets published is content that deserves to be online.

5. Web copywriting services can help boost creativity

Many major companies blog dozens of times each month. With that kind of demand, it’s easy to understand how coming up with topics would be difficult.

Fortunately, web copywriting services are used to this type of thing and have all sorts of tricks up their sleeves to keep creating quality content, no matter the demand.

From crawling your competitors’ pages to conducting keyword research and social listening, there are dozens of ways web copywriting services keep you fresh, creative, and on-trend. While going stale in your content is a real risk for busy companies, hiring professional web copywriting services can help you avoid this problem.

6. Web copywriting services can spot SEO pitfalls

If you’re not up-to-the-minute on today’s big SEO topics, that’s understandable. SEO changes more often than Kim Kardashian’s husbands, and it’s difficult to stay abreast of what’s going on. Unless that is, it’s your full-time job.

Web copywriting firms do more than just write content, they also conduct keyword research, implement good SEO, and spend a great deal of time learning about Google’s recent changes and updates.

When all of these things combine, you get a quality, trustworthy series of web copywriting services that can truly help your company grow.

Using copy-and-paste meta descriptions? Lacking alt. text for your photos?

Not optimizing your pages correctly?

A good web copywriter will be able to spot these things and remedy them before they damage your rankings.

Web copywriting firms do more than just write content, they also conduct keyword research, implement good SEO, and spend a great deal of time learning about Google’s recent changes and updates. - @JuliaEMcCoy Click To Tweet

7. Web writers can cater to different content formats

To craft a well-rounded content presence, you’ll need to expand out into different content formats. Unfortunately, many companies only know what they know. If you’ve been writing blogs for five years, and the prospect of an infographic terrifies you, web copywriting services are right up your alley.

In addition to helping you understand which types of content are trending in your industry, a good team of professionals will also be able to help you create content that works for your company and your readers.

For example, a web copywriting service may recommend that you create a mixture of textual, video, and visual content to engage your audience.

Then they’ll help you do it. How’s that for full-service?

8. Web copywriting services can act as advisors

Have a question you don’t know where to turn to and ask?

Always curious about how you should capitalize those headers?

Wondering what your audience would like to see on social media?

If you’ve hired web copywriting services, you have a source to turn to.

In addition to creating quality content, web copywriting services also have their toes in the industry and possess a deep understanding of what it means to succeed within it. Because of this, they can often advise you on everything from the best SEO practices to how best to display your content. This can be invaluable to companies who are trying to build their reputation or get found online.

9. Web copywriters are diverse

If you’re concerned about sounding like all of your competitors, hiring web copywriting services is a smart idea.

In addition to helping differentiate your voice and keep your content fresh, good web copywriting services can also help you build your unique brand voice, which can go a long way toward inspiring customer recognition and building relationships that last with your consumers.

10. Skilled copywriters just make it all easier

We live in a unique time: while the sky is the limit in terms of online success, building a great online business is hard, and you need a good team behind you to make it work.

When you hire professional copywriting services, you gain immediate access to a team of online experts who know what it takes to build a good brand in today’s web-based climate.

From SEO to content creation and social media, web copywriting services can alleviate some of the burdens of growing your business and help you succeed beyond your wildest dreams.

From SEO to content creation and social media, web copywriting services can alleviate some of the burdens of growing your business and help you succeed beyond your wildest dreams. - @JuliaEMcCoy Click To Tweet

The Case for Good Web Copywriting Services

Great web copywriting is worth its weight in gold.

By helping you create unique, relevant, targeted content, and push it out to your readers in a way that works for your company, these services can help you grow your online business and gain a real and lasting spot in Google’s coveted SERPs.

Content creation is hard enough as it is, and you shouldn’t have to go it alone. Professional web copywriting services can help streamline your company’s growth and create an environment where you, your customers, and your copy all work together seamlessly.

To get custom, high-quality professional web copywriting services for your content marketing, visit our Content Shop today!

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Learn the 5 Fundamentals of Online Writing for More Engaging and Impactful Content

These days, web writing is a thriving industry because we depend on the internet for everything. Somebody has to write all those web pages, all of that content, and the billions and billions of words that make up the information highway.

That said, what sets your words apart from the rest? Why should people bother to read your online writing when they literally have millions of other options at their fingertips?

The answer lies in the fundamentals of online writing. When you have these keys down, you will be able to create online content that stands out, gets noticed, and impacts your readers positively.

It matters because online writing is a different beast from every other type of writing. You may borrow some techniques from other areas, like the fundamentals of creative writing, but, ultimately, this medium needs to speak to not just any type of consumer, but the online one.

Create online content that stands out, gets noticed, and impacts your readers positively. Learn the fundamentals of #onlinewriting Click To Tweet

Why the Online Reader Needs Tailored Writing

Here’s what we know about the online reader:

  • They’re bouncing around from webpage to webpage. According to data from Chartbeat, 55% of people spend 15 seconds or less reading a webpage. If your writing doesn’t intrigue your audience from the first few sentences, they won’t stay to read more.
  • More often than not, they don’t read web writing closely. Research from Dejan Marketing found that only 1 in 5 people will read your content word-for-word. The rest skim and scan pages, looking for the major points. They do this for various reasons, but the top two include impatience to find the answers they need, and avoidance of text that looks too long.

  • Online readers are often searching for answers to their questions and solutions to their problems. The research above proves this is true: 55% said the main reason they don’t read full content is they’re looking for quick answers, not a long read.

These types of reading behaviors are fundamentally different from the habits of people who read physical books, for example. If your nose is in-between book pages, you don’t mind blocks of text, and you probably read every single word in front of you. Meanwhile, online readers take in content and information in a different way, so we have to tailor our online writing to make it as easy as possible for them to digest.

Online readers take in content and information in a different way. Here are the reasons why they need tailored #onlinewriting Click To Tweet

As long as you have the fundamentals down, it’s not hard to fit your words to the web. For writing in general, think of it as another tool in your toolbox – a way to grow your skillset and flex your writing muscles. 💪📝

Ready to learn the 5 fundamentals of online writing? Let’s go.

The 5 Fundamentals of Writing Online

  1. Get to the Point (Use the Inverted Pyramid Style)
  2. A.A.F. – Always Avoid Fluff
  3. (Spell) Check Yourself
  4. Format for Scanners, Write for Readers
  5. Create Content That Matters (Map to Stages of Buyer Awareness)

The Fundamentals of Writing Online: 5 Keys to Engage and Impact Online Readers

1. Get to the Point (Use the Inverted Pyramid Style)

If we’ve learned anything thus far, it’s that most online readers want answers now. They want the cliff notes so they can skim or speed-read straight to the information that concerns them most.

While some people DO still read content in full, they aren’t the majority. That said, we don’t want to alienate anyone from reading our online content.

To appeal to the impatient skimmers, the in-depth readers, and everyone in-between, we can rely on the inverted pyramid style of writing. Amy Schade for the Nielsen Norman Group has another name for this technique: writing for comprehension.

This means you begin your blog or article with the most important information right off the bat. There is no teasing, no dangling the carrot, and certainly no beating around the bush. This is a KEY fundamental of online writing.

As your article continues, you order your points from “need to know” to “nice to know”. The least important information wraps up the end of the piece.

fundamentals of online writing

Look at this example of a blog from the Nielsen Norman Group. It begins with the main points and tells you exactly what you’re in for with a mini summary. The points that immediately follow tell you important details (what a customer journey map is and why you might need one):

fundamentals of online writing

The final points go into further detail – it’s stuff you don’t NEED to know to understand journey maps, but is NICE to know if you want more information.

This writing technique originated with early journalists. The idea was to give readers the most important details of a story, first, so they could understand the main point without having to read further (unless they wanted more details). If your main point was unclear in your piece, this was called “burying the lede” – a major no-no.

fundamentals of online writing

However, giving away the most important information at the beginning doesn’t mean you’re scot-free to do whatever you want after that. The rest of your blog or article should still contain good supporting information.

That leads us to our next point.

2. A.A.F. – Always Avoid Fluff

Using the inverted pyramid style of writing does NOT mean you front-load your blog or article with all the juicy bits, then slack off for the rest of the piece with filler.

That’s why the second fundamental of online writing is A.A.F. (Always Avoid Fluff).

fundamentals of online writing

What is fluff/filler? In writing, this is the use of repetitive wording, unnecessary details, meaningless phrases, or other diversions from the main topic that serve only to pad your word count.

Here are a few examples of filler phrases in action:

Concerning the matter of the test, she passed with flying colors.

At this point in time, that’s not an option.

Sally doesn’t want to study because of the fact that she has a headache.

These phrases don’t add any information to their sentences – you can remove them completely without losing meaning:

She passed the test with flying colors.

That’s not an option.

Sally doesn’t want to study because she has a headache.

Another version of fluff is restating points you have already made by changing up the wording.


She passed the test with flying colors. She didn’t even have to try to pass the test.

Both of these sentences get across the exact same information. The second sentence uses repetitive wording to restate what we’ve already revealed (we get it, she passed the test). The second sentence is total fluff.

As you can see, fluff weighs down your writing. It makes it slow, boring, and redundant. Online readers have no patience for this kind of crap!

Always remember: A.A.F. -- Always Avoid Fluff. Read more about why and how to get rid of fluff, plus the other fundamentals of #onlinewriting Click To Tweet

Hot tip: If you fear you’re unintentionally stuffing your sentences and paragraphs full of fluff, use an editing tool that can help weed it out. (Hemingway Editor is particularly good at this!) To learn what words are common fluff targets, check out this infographic and get familiar with fluffy words and phrases you can cut from your writing without losing meaning or impact.

fundamentals of online writing

3. (Spell) Check Yourself

Any good online writer worth their salt should have an arsenal of editing tools at their disposal. Often, a round or two of edits is all it takes to transform sub-par writing into a zinger of a piece.

For web writing, in particular, editing is a crucial step you must not skip. The editing phase helps you accomplish major writing goals:

  • Trimming fluff and filler!
  • Correcting grammar and spelling mistakes so your writing is as clear as possible.
  • Optimizing your formatting and the structure of your piece.
  • Making sure your most important points are at the top.
  • Fact-checking and reviewing sources for accuracy and authority.

As you can tell, you’ll need more than a simple spell-checker to accomplish these (though it doesn’t hurt to start there). In fact, it’s a good idea to rely on more than one editor, including:

  • Your own eyes, preferably after you’ve stepped away from the piece for awhile
  • Automated grammar checkers (think plug-ins for your word processor/WordPress – tools like Grammarly or ProWritingAid)
  • A human editor (other than you)

Editing is not only a key fundamental for online writing; it’s also essential for ANY kind of writing, period.

Editing is not only a key fundamental for #onlinewriting; it’s also essential for ANY kind of writing, period. Click To Tweet

4. Format for Scanners, Write for Readers

Another major online writing fundamental to nail is formatting. Without the right formatting, your blog, article, or webpage will be hard to read and, perhaps more importantly, hard to scan. Online readers WILL bail on a piece with poor formatting, even if it’s written well.

When you format, think of ways you can break up the text and add meaning to your paragraphs. I’m talking about headers, lists, and bullet-points.

Headers, in particular, help outline the text and provide clues about the information inside it.

For example, maybe I want to know how to read my dog’s body language so I can understand her better. More specifically, I want to know what it means when she wags just the tip of her tail. I find an article that looks promising. I skim the headings to locate the information I need:

fundamentals of online writing

In this way, headings are ultra-useful for those online readers who skim and scan. Without the headings, it’s much harder to understand what information an article or web page contains at a glance. A few more tips:

  • Include headers where they make sense, and use them to “outline” your writing. Do the same with bullet points and numbered lists.
  • Don’t forget to format headers in a different color, size, or weight (like bold) to make them stand out from the text body. This way, those scanners who are only reading your headings can easily see them. They’ll immediately understand what your page is about without reading the entire thing.
  • Use shorter paragraphs to avoid the dreaded “wall of text” (because nobody likes a screen-induced tension headache).

5. Create Content That Matters (Map to Stages of Buyer Awareness)

One final fundamental of online writing is to create content that is actually useful. That doesn’t just mean high-quality information and good writing – it also means writing on topics your audience can rely on during their buying journeys and online search adventures.

It means answering their questions and meeting their search needs.

It may seem like a tall order to fill, but it’s not that hard. All you need is a firm understanding of your audience niches/personas, and knowledge of the main stages of the buyer’s journey.

Luckily, that’s illustrated for you in this marketing lifecycle chart:

One final fundamental of #onlinewriting is to create content that is actually useful. How? The marketing lifecycle chart will help you. Click To Tweet

fundamentals of online writing

The content you create that’s targeted to specific buyer awareness stages will be far more useful and effective than random content. It will directly fulfill user search needs, speak to their problems and questions, and provide nurturing solutions right when they need it.

  • Content to create when the buyer is in the Awareness stage (when they become aware of your brand and may need the solution you offer):
    • Value-focused, comprehensive, high-quality SEO blogs
    • Case studies or round-ups
    • Original research
    • Ebooks and lead magnets
    • Creative blogs and stories that build brand awareness
    • Informative guides and web pages
    • Content that builds community
  • Interest & Intent stage (the buyer is interested in your brand and could potentially buy):
    • Whitepapers, case studies, and client testimonials
    • Lead magnets that focus on your core brand message
    • A website that’s easy to navigate with clear CTAs
    • Conversational marketing, including live chat, phone calls, and messenger bots
    • Webinars
  • Decision stage (the buyer is ready to follow through and buy):
    • More conversational marketing (live chats and follow-ups)
    • A responsive sales team
    • Work or product samples
    • Client testimonials
  • Loyalty stage (the buyer is delighted and ready to sing your praises):
    • Brand updates (new services, new products, etc.) on your blog or social media
    • Follow-up conversations
    • Email marketing newsletters
    • Authority content published consistently

You Need the Fundamentals of Online Writing to Engage, Inform, and Impact Your Readers

Online writing is unlike every other type of writing out there. If you attempt to approach writing for the web the same way you would write for a college class, a piece of fiction, a technical manual, etc., you’ll be in trouble.

Hone your writing skills and remember, to write successful online content, you need to know how to accommodate the average web user. To earn the online reader’s trust, to engage them and impact their lives, follow these 5 fundamentals of online writing and make it happen.

hire website writers

4 Things to Consider When Hiring Web Writers

Considering Web Writers

Whether you run a professional blog, website, or ecommerce business, you will eventually need the help of qualified web writers to help you showcase your products in the best possible light. Many work on a freelance basis and most are unusually knowledgeable in regards to current practices and procedures of writing for the web. This includes thorough working knowledge of SEO practices as well as awareness of social media marketing trends, press release creation, guest blog post creation, and sales writing as well.

Although finding the right writers for your team can seem daunting at first because of the sheer number of options available, it’s far from an impossible feat. Consider the following tips in order to make the process as easy on yourself and your team as possible.

1. Standout Writing Samples
Before you hire your web writers, make sure you view a comprehensive selection of samples created for previous clients. Prioritize writers whose voices are compatible with the needs of your website or company and who can show you a comprehensive portfolio of relevant work. Sometimes it can help to have your writer produce a trial article or two before signing on for a long term working relationship in order to make sure the two of you are a good fit.  Most professionals and writing teams will be perfectly fine with proving their skill in this way.


2. Solid Research and Web Skills
The best web writers are more than simply good with words. They also understand how to mimic different voices and how to appeal to various target demographics. They comprehend the importance of key word density, original content, and other SEO practices that will bring you more traffic through search engines. They’ll be crack shots at research and fact checking to boot. Value is the key when it comes to your web content, so you’ll want to make sure all of these bases are covered.


3. Testimonials and References
The best web writers aren’t just experienced and skilled when it comes to what they do. They also have excellent work ethics, are good at meeting deadlines, and have excellent customer services skills. They can show you references and client testimonials that back up their claims and abilities as well. Whether you’re enlisting the aid of an entire writing team or going with a sole freelance provider, don’t be afraid to ask for references from previous clients. Make it a point to follow up on those references as well and ask them about their experiences working with the individuals in question.


4. Consider Writing Teams Over Individual Providers
Many people find they have better luck and more beneficial relationships when working with an entire team of professionals. Not only are teams of web writers going to be more varied, increasing your likelihood of finding a good professional that is really a perfect fit for your needs, but the individuals who will actually be producing your writing will probably be pre-screened by the head of the team to boot, so a lot of the hard work and weeding out will already be done for you. The same team will also probably be able to help you with SEO writing, resume creation, blogging services, or anything else you may decide you need in the future as well.

Ultimately when you are hiring web writers, the key to success lies in covering all of your bases and paying attention to detail. Explore the possibilities for yourself today!

We are currently accepting applications for writers.
If you feel that you’ve got what it takes to be an Express Writer, please tell us a bit about you, and send us your resume.

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