Why hire a website copywriter who truly understands brand voice
Sooo, your business needs a website written, but you don't know where to start. Unsure whether to use a website writer when you can use Claude for free. You’re missing out if you don’t consider brand voice in your website writing strategy.
Here is where a lot of people are being led in the wrong direction when it comes to writing content for their website. They look for a website copywriter who will take on a brief, write the words, and deliver it with a nice bow on top, not a bad approach. But not a great one either. Worse still, they will head over to Claude or ChatGPT to write the content for them. But let me tell you, after years of writing for the likes of NEXT and small business owners - this is a huge waste of time and money.
The most important part that is being trampled in this wacky AI world is to find someone who understands your brand inside out, potentially better than you know your brand yourself. They're able to articulate your thoughts into words that connect and nurture people who make sense for your business. Not only that, they've got to be skilled in how to mould the words to make you visible.
I'm going to guide you through what to look out for and, potentially more importantly, what not to look out for when you're looking to hire a website copywriter. I'll also explain why to avoid the temptation of using ChatGPT or Claude to write your website if you're a scaling business owner.
What do website writers actually do...
Trust me when I say this is not just a case of writing ‘pretty words’ or that ‘sounds like you’, although in the decade that I've been a writer, I've been told that A LOT. And truth be told, when I first started out writing copy for websites, I kind of thought this too: the wannabe author in me maybe got a little carried away with the romance of the words.
Now, I mean it when I say that a website copywriter does more than write words. They handle strategy, messaging architecture, and user flow before they write a single word. They think about where the visitor lands, what the visitor needs to believe at each stage, and what action the page is asking them to take. A home page is like a shop front; it’s a first impression, not the complete story. And even though we like to think linearly, most people don't read a website like a book. They jump from page to page trying to find the answer to the question they have in that moment.
This is what makes a website writer who understands brand voice so unique. They have to understand the overarching strategy behind the whole picture of your website and be skilled in encapsulating the tiny details that make you, you.
So here, your website copywriter is focused on hierarchy and how to guide your reader from page to page, whether that's moving to take action, sign up for a newsletter, or simply give them more information.
Why brand-voice-led copywriting converts better than something generic
Now more than ever, attention spans are limited. People need to be hooked immediately, and if your website sounds like every other person in your industry, people are gonna click off immediately. And I mean within 0.3 seconds. They are outta there.
And especially if you're looking to Claude and ChatGPT to write your website copy for you.
If you think about all the other people who are using the same prompts as you, especially the people in your industry, how likely is it that your copy is going to sound any different to theirs? Especially if you're using the same prompt packs and templates that everyone else is downloading. The answer… very.
One of my favourite clients, Iona, had this exact problem. She wasn't necessarily using ChatGPT or Claude, but she was looking to her competitors for inspiration on what to write for her website copy, and lo and behold, her website sounded the same as theirs. Which is why we looked at brand voice and how to make her website more visible.
Generic copy erodes trust, and it's not because it's written poorly. Simply because it's indistinguishable.
People are tired, and people are sceptical. The sooner you can cut through the noise and write from your own perspective, the sooner you'll see more enquiries, sign-ups, and engagement from your community.
I know I’m a word bird, but these numbers make my point…
+ Sarah's pre-order sales doubled compared to her last launch
+ Charlie's conversion rate hit 72%, enquiries to paying clients
+ Bryony sold one of her biggest product bundles yet
+ Iona(a bespoke jeweller) went from 0 to 7 enquiries within a couple of weeks
+ Rebecca is on page 1 for local search and the top link in the AI summary for her search terms
What to look for in a website writer worth paying for
At Just Custard Copy, I never start with the writing. The process always starts with the conversation, the discovery stage, if you will. Before any page is drafted, I will get into the nitty-gritty of what the business sounds like, who it's speaking to, and what makes you genuinely different. Without this groundwork, even the most experienced writer produces copy that could belong to any business in their industry.
We'll always start with the brand voice work, which typically includes:
Naming conventions and themes
Your Word Larder to keep your vocab consistent (even when you cba to write)
Audience empathy work to genuinely
Positioning statements that make you stand out
These aren't just optional extras. This is the groundwork, the foundations that your whole brand is built on. Yes, we usually focus on brand identity in terms of colour palettes and logos, but your verbal identity is a huge part of this that needs to be acknowledged.
If you miss this step, you can expect to blend into every other person in your industry, continuing to tweak your website every six months - never truly happy with the result.
This is a method devised after years of writing for household names like NEXT and small business owners, as well as being an award-winning head of content.
And how I created The Signature Brand Voice Blend. It starts by infusing:
Verbal identity
Messaging framework
Conversion-focused website copy
The website copywriting part of the package is designed to strategise pages that generate enquiries even when you're not at your desk.
For business owners who aren't ready to hand over the reins or are working with a modest budget, The Word Larder System is a structured DIY tool for building brand voice foundations before you bring someone else in.
Don’t bypass the portfolio
When you're looking to hire a website copywriter, don't bypass the portfolio stage. Have a nosey to see whether they've got a portfolio that they're happy to share.
This should include examples or case studies that show the cause and effect of the work they did.
The original brief
What they did that was different
Examples of the work
The results
→Flick through Just Custard Copy’s Work
You need the context to see whether these website copywriters are worth hiring. Are they going to deliver what they promise? A bunch of pretty words may connect with you, but if they haven't got evidence of delivering results for others. No one can guarantee financial results (or at least ethically, they shouldn’t), but if they don’t have much of a track record, you might be a little disappointed down the road.
A good brief and back-and-forth
It sounds silly, but a good brief is going to be the thing that saves you time in the long run between you and your website writer. Both of you being super clear on your tone of voice, your messaging, your offer suite, how you want to come across to your dream client, and what you want your copy to achieve is a no-brainer. Work with someone who has a clear process and won’t keep you in the dark about how they work.
When it comes to brand voice, you need to have back-and-forth, and what I mean by that is feedback. There is no world where people get it right the first time. Maybe sometimes? But there is usually some sort of feedback, regardless of whether you know the person really well or you have an exact vision of what you want in mind. And this is because ideas inspire ideas. What you might not have thought about on Monday may pop into your head on a Tuesday. All because of the conversations that have been had. This is why I will never write a website without having the brand voice foundations first, and I offer unlimited feedback during the project timeline. When you’re happy, I’m happy.
You’ve got to find the right fit
Listen, I know running a business is hard, and there are expenses every week, every month, every year. The thing is, when it comes to your website, although it's something you could DIY, if you're at the stage where you've outgrown your words since you first started your brand, it may be time to invest in a website writer.
And I know the temptation to use Claude or ChatGPT can be unbearable.
Although they spit out content that reads well, it is never going to convert, and it's never going to connect with your dream buyer like working with an experienced website copywriter will. Especially one who invests in the foundations first.
And ultimately, a vibe check. You have to enjoy working with the person who's going to write your website - or who is going to do any content writing for you. Writing is a really vulnerable practice. It opens a lot of experiences and memories, and our reasons for doing things in the first place, which we don't always feel comfortable sharing. So choose someone that you trust.
Website writing isn't something you do just because it's nice to have when you're earning enough money. When the voice is right, the copy works on your behalf, attracts the right people, repels the wrong ones, and generates enquiries while you're getting on with something else. That's not a small thing. It's the whole point of why you started your business in the first place.
