Why You Should Hire A Copywriter Before Investing in SEO
You’re running a business in the 2020s, which means you already know your website matters.
You don’t need another blog post telling you that a strong online presence is important. You’ve heard it. You get it.
But what you might not fully realize yet is how many moving parts actually go into making a website work, not just exist.
Because it’s not just about having something live. It’s about having something that’s suuuper cohesive, strategic, and built to convert. We’re talking brand design, website copy that actually pulls its weight, and yessssss—SEO.
That means a strong and cohesive brand design, conversion-driven website copy, and yes, search engine optimization (SEO) strategy.
Lately, I’ve chatted with a lot of business owners (across a WIDE range of industries) who are in the middle of a rebrand or new site build and slowly slipping into what I like to call the SEO spiral.
Here’s how it usually goes:
You hear about SEO and think, oh shit, I need that.
And then one of two things happens: you either avoid it completely because it feels confusing as hell, or you swing hard in the opposite direction and try to tackle it immediately… before anything else is really in place.
Cue the spiral:
Sheer Panic
“WAIT. If I don’t figure this out now, I’m missing out on a ton of leads!”
The Juggling Act
Trying to piece together SEO knowledge from courses, freebies, and half-finished blog posts while also, you know, running your business (and maybe scrambling to find someone to just do it for you).
Inevitable Frustration
Because learning a whole new skill on top of everything else is simply NOT sustainable. Eventually, you’re burnt out, annoyed, and wondering why none of it is actually working.
So what should you focus on before investing in SEO?
Think about it like this:
You just bought a brand-new home (in this housing market… truly a miracle), and you decide to throw a housewarming party. People show up with wine in hand, snacks ready, and excited to see the new place.
They’re assuming there will be… I don’t know… somewhere to sit? Maybe a table? Glasses? Literally the bare minimum? But instead, they walk in, and it’s almost immediately clear that you haven’t actually moved in yet. There are boxes everywhere, sparse furniture (or none at all), and nothing is really set up.
It’s awkward and uncomfortable, to say the least. And so no one’s exactly rushing to stay long (or come back at all).
That’s what happens when you focus on driving traffic (SEO) before your site is actually ready to receive people. You’re inviting them in… and then giving them nowhere to land. If you’re a total introvert and your secret goal is to keep people away, congrats—that’ll do it.
But if you actually want inquiries, or—dare I say—CLIENTS, you need to set up the space first.
Where to Optimize your website before investing in SEO services
Copywriting + messaging. Your website copy should be doing a LOT of heavy lifting. If it’s not converting while you sleep, it’s not doing its job.
I’m a huge supporter of the “copy-first” approach, because your messaging should shape the entire experience of your site. When copy comes after design, it ends up squeezed into a layout that wasn’t built with it in mind, which makes everrrrrrrything feel more constrained.
If you’re starting from scratch, a lot of copywriters (including yours truly) offer Copywriting VIP Days that let you knock out your full website copy in a single day (with foundational SEO built in), which makes it much easier to coordinate with your designer.
If you’re ready to scrap everything you have (hey, I get it), look for a copywriter who offers copywriting audits or copyediting services so you can refine what’s there without starting over. Either way, getting your messaging straight first will make everything else work better.
Brand strategy + website design. We’ve all heard—a logo is not a brand.
Think about the brands you recognize instantly. It’s not JUST the logo, but also the consistency in the messaging and overall experience.
Your brand is what helps people decide whether they trust you, like you, and want to work with you. So without that consistency and strategy, it’s a lot harder to connect with the right people, and a LOT easier for them to move on.
And despite what it might feel like, getting this piece in place doesn’t have to be wildly out of reach. There are plenty of designers offering semi-custom branding or quick-turn website builds that give you a solid, strategic foundation without dragging the process out for months. In fact, I partner directly with a handful of incredibly talented brand and web designers, all of whom I’m happy to refer. Just shoot me a message, and I’ll send over my recs.
Hire a copywriter to nail your messaging before your upcoming SEO investment
Your copy and your design matter so much more than you think. Small shifts here can completely change how someone experiences your site, and whether they decide to reach out or keep looking for the right fit.
If you’ve already put time into getting those pieces right, then yes, go all in on SEO.
Just make sure your house is actually ready before you start inviting people over.
