5 Ways to Know You Need a Copywriter

Small business boomers:
Where does Web page content come from? Yes, Virginia, there are experts who can help you with this. As a writer myself, my perception is that many, if not most, expert entrepreneurs have very little patience for putting their messages in writing, often with disastrous results. I'll give you a few quick examples.

1. "They'll get it--it makes perfect sense to me!"
I've worked with all kinds of consultants--from financial services and risk management wizards; to human resource, benefit and retirement plan experts; to green building aficionados. These people are whip-smart in their fields, but many are lazy and impatient when it comes to writing up their findings. They slap something on the page using elaborate, often mysterious jargon, arguing that everyone who might read it already understands these things. So why write advisories or market your service at all? Who needs it? Everyone already understands everything. Except--studies show that people turn to the Internet to educate themselves, not to be mystified.

2. It would just take too much time to explain all this!
Doctors, acupuncturists, optometrists, psychologists--these experts don't have time to sit and fuss with the written word. They already have too much paperwork, and packed schedules, too. Rare is the professional who will sit down to write a journal article or op-ed piece, let alone write informative copy for a website. One client set up a blog at my suggestion--to educate people interested in acupuncture and make her site more dynamic. I wrote the first few blogs, then she took over--and the frequency of posts slowed way down. So much for a dynamic website.

3. I'm too busy starting my business--I can't be bothered with a website!
Surprisingly, given the enormous amount of activity on the Internet, more than 40% of small businesses have not even bothered to put up a website. Of course, it's not really all that surprising, given how confusing and time-consuming it can be to do just that. Even if you decide to invest in a full-service Web host, you're still going to have to organize what you know, what you do, and what you offer into a compelling written presentation. And if that seems overwhelming, how would you find a copywriter, anyway? And if you did, how much would one charge?

4. I put up a website--been there, done that!
I know a dynamic entrepreneurial couple who have a website they worked very hard to put up, and their business has done quite well until it began to fall off this year. However, that was years ago, when they were just starting out, and since then nothing on their site has changed. They still a have gateway page with a lame logo animation. Gateways are rarely used anymore--they tend to irritate or discourage visitors. The site has no photos for visual interest and no handy contact page--buried somewhere at the bottom of a page is a telephone number. You can't click on the logo to instantly get in touch with them. The options they offer are not clearly and simply presented. Though their business relies on frequently updated technology, their website reflects old-style text and graphics, giving an impression of stodgy performance--yet nothing could be further from the truth. If only visitors could see what a wonderful business theirs really is!

5. I don't have the time or the patience
This attitude can afflict all of us, even writers. However, the way to get past it if you are a budding entrepreneur is to get some sound advice--and fast. Find and hire an Internet marketer/content expert who will get excited about your business and guide youto a professional-looking website--and then keep it vibrant and updated as you build your enterprise.