When you’re running a business or its marketing, it’s tempting to do everything yourself - including writing copy for the website, brochure, and other marketing collateral. Because who knows the business better than you do?
I totally get it. But when it comes to the copy for your business or brand, trying to DIY can do more harm than good. Poorly written copy can make your brand or business seem unprofessional and irrelevant to your customers, driving away potential clients - which costs your business revenue.
If this sounds familiar, join the club. Many clients I’ve worked with lately initially managed their copywriting internally, only to find that the results missed the mark with customers and didn’t meet internal expectations. It’s a common scenario!
If you’re stuck in this situation, here’s why DIY copywriting can be detrimental to your business - and how to fix it.
Lost Credibility
Poorly written, inconsistent, or unclear copy can damage credibility and reputation. A website that doesn’t tell customers what you actually do or confusing service descriptions plant seeds of doubt in your customers’ minds - and once that happens, regaining trust becomes a challenge.
Good copywriting, however, builds trust. It’s polished, professional, and effectively conveys your brand’s message, making your business attractive and unforgettable to potential customers.
Missed Connections
Even if your business offers exceptional products or services, if your copy doesn’t connect with your target audience, it’s pointless.
In my experience, some of the biggest DIY copywriting mistakes include failing to address the specific needs, pain points, and desires of your clients. And whilst you may know the business inside out, a professional copywriter knows how to speak directly to your clients in a way that resonates, developing tone of voice and messaging consistency that meets their needs and emotions.
Wasted Marketing Efforts
Marketing your business, brand, or firm requires significant investment, whether through your website, social media, or email campaigns. But if the copy driving all these is not compelling or persuasive, all that hard work and investment is wasted. Yes, a great design and a robust marketing strategy are essential, but without strong, compelling copy, your audience won’t act.
Professional copywriting ensures that every marketing element - from your website content to your brochure and email campaigns - strategically supports your business goals. It transforms passive viewers into active leads and converts those leads into paying customers, maximising the return on all your marketing efforts.
Damage to SEO
Search engine optimisation (SEO) is critical for getting your business noticed online, including in AI-driven searches.
But poorly written, keyword-stuffed DIY copy can affect clickability, bounce rate, and search rankings. DIY copywriters often misunderstand how to structure copy for SEO, resulting in content that’s hard to read and confusing.
The skill of a professional copywriter is to balance SEO with readability, creating valuable, helpful content that’s aligned with what your customers and clients are searching for. This helps drive organic traffic to your site while keeping your brand’s voice authentic and engaging.
Inefficient Use of Resources
Many businesses tell me: '‘We’ve spent months on this copy, but it just isn’t right.”
DIY copywriting often consumes more time and attention than anyone expected (and involves many more people), taking away resources from other critical business activities.
So why not just outsource your copywriting needs from the start? Not only do you get expertise and efficiency, you’re free to focus on what matters, which is running and growing your business.
Inconsistent Brand Voice
Maintaining a consistent brand voice whenever you ‘speak’ to customers and clients is vital for a cohesive brand identity.
When you’re trying to DIY your copy, it can be a struggle to keep this consistency, leading to mixed messages and a fragmented brand image that confuses your audience and dilutes trust and credibility.
But professionally written copy ensures your brand tone of voice is the same, regardless of the platform or type of content. It conveys your brand’s personality and values effectively, creating a unified and compelling presence that always resonates with your audience no matter when, where, or how they encounter you.
Ineffective CTAs
A compelling call-to-action (CTA) is crucial for driving conversions and ensuring potential customers take action - whether buying, calling, or signing up.
With DIY copywriting, I typically see uninspiring CTAs or there’s no CTA at all, missing valuable engagement and conversion opportunities. Professionally written copy ensures your CTAs are powerful, persuasive, and well-positioned, encouraging potential clients to take the action you want them to.
Got DIY Copywriting? Here’s How to Fix It
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