Why You Should Hire A Copywriter Before Investing in SEO
It’s 2023, my friend, which means you probably already know how powerful a strong website can be for your business. In case you don’t, though, I’ll save you the research and tell you right now that having a solid digital presence is really, REALLY frickin’ important if you want to grow a successful brand.
That means a strong and cohesive brand design, conversion-driven website copy, and yes, search engine optimization (SEO) strategy.
But lately, I’ve chatted with so many business owners – in industries ranging from holistic health + beauty to coaching + fitness – who are undergoing a brand design and entering what I like to call the SEO spiral.
You see, when business owners first hear about SEO, they either don’t understand it or they become completely obsessed with implementing it ASAP to get more leads.
Here’s what this spiral typically looks like:
Sheer Panic
“OMG, I need this done NOW or I’ll miss out on leads and my business will stagnate.”
Juggling Routine
Managing the delicate balance of learning SEO through courses + freebies while running a business (and perhaps desperately trying to find an SEOer to do the work for them).
Inevitable Frustration
It’s not easy to learn an entirely new skill and still manage to serve clients effectively. Eventually, the spiral will result in burnout and fatigue, and nobody wants that.
What should you focus on before investing in SEO?
Listen, I’ve seen WAY too many business owners fall into this trap before – the constant worrying about SEO, either doing a bit independently or finding a “pro,” only to experience the same crickets you did before and feel frustrated at the poor ROI.
Here’s the thing – even if you DO manage to get some traffic to your website, the likelihood of it converting into leads or customers is low if you haven’t first perfected your brand strategy + copywriting.
Feeling doubtful? Mmkay. Just talk to the 38% of users who will stop engaging with a website if the content or layout is unattractive — go ahead, I dare ya.
Think about it like this: you’ve just bought a brand-new home (in this housing market? Can you even imagine?), and you’ve invited all your friends, family, and new neighbors over for a housewarming party.
When they arrive on your doorstep with wine in one hand and charcuterie in the other, they’re sorta assuming you’ll be providing the glasses and plates… and uh, chairs. Ya know, the basics.
But if they step inside and realize you've barely unpacked or set up furniture, it’s going to be an uncomfortable and awkward experience for everyone, and they may be reticent to return again.
Now, if this is your master plan to keep people from showing up out of the blue (lookin’ at you, fellow introverts), then good for you — it worked!
However, if you’re a business owner, driving people AWAY from you is the last action you want to encourage.
But that’s the crux of this entire issue — investing in a service (SEO) that is intended to bring traffic to your site when you haven’t even set up the furniture yet to make it comfortable and welcoming (ie. your copywriting and design) is ultimately a waste of everyone’s time, not to mention your investment into the process.
You have to give people a REASON to convert into paying clients, either by speaking their desires and needs back to them with expertly written copy or by touting your professionalism with an impressively-designed website and brand (preferably with both, though).
Where to Optimize your website before investing in SEO services
Copywriting + messaging. Your website copy should be the #1 salesman in your business, so if it’s not converting while you sleep, it’s not doing the job correctly. I’m a big subscriber to the “copy first” approach, personally, because copy should set the scene for your entire website. When copy comes after the design has already been completed, the messaging can feel much more constricted because it has to adhere to a layout that was created without much consideration for the copy. Many copywriters now have Copywriting VIP Day services that make it super easy to get full website copy done in a single day (with all the basic SEO trimmings to get you started), which makes it even more convenient to fit it into your project schedule if you are already working with a designer or developer. If you’re not up for scrapping all of your existing website copy, however, I totally get it. Look for a copywriter who offers copywriting audits (so you can take the guided DIY approach) or find one who simply offers copyediting services. Either option will put you on the right track toward nailing your copy before you invest in SEO.
Brand strategy + website design. We’ve heard it all before — a logo is not a brand. Think Nike or Target: sure, each has a super recognizable logo. But beyond that, they also have a brand kit with specific colors, messaging, and a set of parameters that dictate how their brand materials may be used. Your brand is how people get to know, like, and trust you, and without consistency and an in-depth strategy that appeals to your ideal clients, you may end up missing out on talking to and attracting the people you’re dying to work with. Despite popular opinion, it also doesn’t cost an arm and a leg to work with a designer if you’re just getting started. For new businesses or businesses that are ready to pivot in a new direction, look for brand + website designers who offer semi-custom brand kits or “website in a week” services. Not only will the investment be a bit more manageable, but you’ll be off to the races within a matter of weeks with your fresh new website design.
Hire a copywriter to nail your messaging before your upcoming SEO investment
Your website copy + design matter more than you may think. Even the smallest of tweaks can mean the difference between a lead continuing to fence-sit or hopping off and inquiring to work with you.
If you’ve already spent time on these two crucial tasks, then sure, go SEO crazy!
Just make sure your house is in order before you invite guests over for dinner, eh?
