9 Essential Things Your Website Copywriter Must Know About Your Business Before Writing a Single Word ✍️🚀
In today’s digital world, compelling website copy isn't just a luxury—it’s a necessity. Whether you're launching a new brand or giving your existing site a fresh makeover, investing in a professional website copywriter can be a game-changer for your business. 💻💡
But here’s the thing: even the most talented copywriter can’t create high-converting copy unless they fully understand your business first. It’s not just about stringing words together; it's about connecting with your audience, communicating your value, and driving action. 🧲🗣️
So, before your copywriter puts pen to paper (or fingers to keyboard), there are 9 must-know elements they need to uncover to do the job right. If they’re not asking the right questions, it’s a red flag you shouldn’t ignore. 🚩
Let’s break it all down:
1. 🎯 Project Objective: What's the Mission?
Every piece of content must serve a purpose.
Is your website designed to:
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Sell a product or service directly? 🛍️
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Educate your audience about a new innovation? 🧠
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Position your brand as a thought leader? 🏆
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Build customer loyalty or internal morale? 🤝
Your copywriter needs clarity on the main goal of the website—and each specific page. Clear objectives lead to focused, high-impact copy that moves the needle.
✅ Pro Tip: One page = one purpose. Don’t try to do everything at once.
2. 👥 Target Audience: Who Are We Talking To?
If you don’t know who your ideal customer is, you’re essentially talking to no one. 🕵️♂️
Your copywriter needs a deep understanding of your audience’s:
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Age, gender, profession, and income level
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Location and lifestyle
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Pain points and desires
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Buying behavior and motivations
Knowing this helps shape the tone, voice, and language of your website. For instance, a site targeting tech-savvy Gen Z gamers will sound very different from one aimed at C-suite financial executives. 🎮👔
✨ Bonus Tip: Create customer avatars with names and personalities—it makes the writing process laser-focused.
3. 🔍 Product or Service Breakdown: Details Matter
Great copy makes your offer irresistible—but it can’t do that if your writer doesn’t fully understand what you're offering. They need the nitty-gritty details, including:
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Features and specifications 📦
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Manufacturing process or service delivery timeline ⏳
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Past marketing efforts 📊
Your product’s complexity doesn’t scare a skilled copywriter—lack of clarity does. They’ll know how to turn technical jargon into benefits customers care about.
🛠️ Remember: The more information you provide upfront, the better the outcome.
4. 💰 Customer Benefits: Why Should They Care?
Features are great—but benefits sell. 🔥
Your copywriter should always ask:
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What’s in it for the customer?
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How will this product or service improve their life?
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Can we quantify the benefits? (Save 10 hours/week? Cut costs by 30%?)
Benefit-driven copy hits the emotional sweet spot and builds a powerful case for conversion. 🧠❤️
📌 Rule of Thumb: Turn every feature into a relatable outcome for your reader.
5. 📈 Proof & Credibility: Can You Back It Up?
Trust is the currency of online marketing. If you want people to believe in your brand, you need proof. 🙌
That means your copywriter will ask for:
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Testimonials and customer reviews 💬
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Case studies or success stories 📚
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Industry awards, certifications, and credentials 🏅
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Data, statistics, or research findings 📊
The goal? To weave persuasive, evidence-based copy that silences doubt and builds confidence.
💡 Pro Insight: Use social proof generously, especially near call-to-action sections.
6. 🥊 Competitive Landscape: Who Else Is Out There?
You don’t operate in a vacuum. Every business has competitors—whether direct or indirect. Your copywriter must explore the landscape to position your brand effectively.
They’ll need to know:
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Who your main competitors are 🧾
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What their messaging and branding looks like 🔍
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What gaps exist in their strategy that you can exploit 🚪
This helps shape a compelling message that highlights your strengths without sounding like everyone else.
🚫 Say goodbye to copycat messaging—stand out or get ignored.
7. 🎨 Creative Constraints: Let’s Talk Real World Stuff
All creative work has boundaries. 🎬
Before crafting dazzling headlines and persuasive body copy, your writer must understand the logistical and creative limitations, including:
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Budget constraints 💸
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Technical limits of your CMS or website design platform ⚙️
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Project deadlines and launch dates ⏰
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Word count preferences 📏
By knowing these constraints upfront, your copywriter can avoid wasted revisions and tailor their writing to fit the real-world scope of your website project.
🧩 Harmony matters—the best copy flows seamlessly with the design and user journey.
8. 📣 Marketing & Distribution Plans: How Will People Find You?
Even the best copy is wasted if no one sees it.
That’s why a top-tier copywriter will ask:
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Are you running paid ads to drive traffic? 📢
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Will this be part of a larger email campaign? 📧
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Are there brochures or landing pages that need consistent messaging? 📄
Understanding your distribution strategy helps your writer align tone, CTAs, and funnel stages—maximizing impact across all channels.
⚡ Consistency is king in a multi-platform marketing campaign.
9. 🌟 Unique Selling Proposition (USP): What Makes You One-of-a-Kind?
Your USP is your superpower. 🦸
Your copywriter needs to shout it from the rooftops. So ask yourself:
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What do you offer that no one else does?
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Why should someone choose you over your competitors?
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Is it price? Quality? Speed? Innovation? Story?
Your USP should be crystal clear and woven throughout every page of your website copy—from the homepage to the FAQs.
📌 Real Talk: If you can’t clearly define your USP, you’ll struggle to stand out.
🧠 Wrapping It All Up: Communication = Conversion
If your website copywriter isn’t asking these nine questions—or something close—you may not be working with the right pro. These aren’t just nice-to-have insights—they’re mission-critical. 🎯
The best website copywriting is born out of deep discovery. It's strategic, thoughtful, and custom-built to reflect your brand, connect with your audience, and drive real results.
So before your next big website launch, take the time to:
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Gather these insights.
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Share them openly with your writer.
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Watch your copy go from blah to brilliant. 💥
🧭 Final Takeaway
Website development without great copy is like building a Ferrari without an engine. It might look amazing, but it won’t get you anywhere.
Equip your copywriter with the tools and knowledge they need—and you’ll have a website that doesn't just sit pretty, but sells like crazy. 💸🚀