You need a website, and by now, you know the drill. Someone dressed in a business suit comes and tells you all about web marketing. They may even fraudulently try to tell you that they can guarantee first place in the search results for your website. You have a team of technology professionals working for you. They speak with you to understand your expectations, create a design that will satisfy your visual and mental requirements, and then, after some research into Search Engine Optimization, they throw in some words or even paragraphs to surround what is essential so that people can reach your website.

If you are not careful, you may end up with a website that looks and reads like a kitchen sink.

So, what do you think you could do? How do you ensure that your website is filled with content that is not only effective from the SEO aspect but also original and engaging enough to make your audience stay on your website longer?

Here are three tips to find a copywriter who will provide that original content:

Replace Knowledge and Expertise with Genuine Curiosity and Superb Research Skills

Let’s face it. The best copywriter would be someone who is an expert or has extensive knowledge in your line of business. For example, if you are a dentist and you have a website made for your business, who would be better at writing about your services than a dentist who has the medical knowledge and years of experience as a dentist?

Let’s face it again! If someone is so knowledgeable and experienced as a dentist, they would prefer seeing patients and earning money as a dentist. Even if they write content for your website, it will probably be more costly than you would prefer. A professional in your business may know the particulars of your business too well to keep it concise, practical, and marketable.

So, most of the time, it is possible yet impractical to find a professional in your line of business to write content for your website. In such cases, the only person you should allow to write content for your website is someone who is genuinely curious about your business and has superior research skills to understand, compare, and select information that is accurate, relevant but also concise, and practical.

For example, if you are a dentist, hire someone who asks good questions about your profession and makes you think, “If I did not know about this procedure, that is the exact kind of question I would ask to find out.” If a potential candidate has a website where they advertise their copywriting services, check it out. Is the writing only about one subject? Are they able to incorporate different topics into their writing without sounding uninformed? Is their writing background diversified enough to show their ability to research effectively?

In short, if you can’t find someone who knows, find someone who can figure it out!

Never Compromise Your Expectations of Excellent Writing, Punctuation, and Spelling Abilities

If your copywriter does not know the difference between “you are” and “your,” cannot make the subjects and verbs grammatically agree, and frequently misspells the most critical technical term for your business, find someone else.

In addition to general writing skills, find someone who is an expert in writing for the web. For tips on Effective Content Writing, please visit Helen’s Blog.

Expect a Firm Combination of Creativity and Conformity

Effective web content is created by someone creative. Creativity is required for word choice and sentence structures and ideas to add photos, videos, graphics, reports, testimonials, comments, and personally relevant material that will make the content original. It is also essential to place the content correctly to achieve visual success. For example, only a creative copywriter can change the titles, headlines, white space, and writing blocks to attract and keep the audience’s attention.

Conformity, on the other hand, is crucial since the copywriter must effectively follow search results and use relevant keywords and phrases so that clients can find you.

Conformity and creativity in one sentence sound impossible. It is not! Your copywriter is simply a Lego builder: they may have limited Lego pieces and shapes, but what they can build with them is up to their imagination.

The originality of the content on your website is what will bring you phone calls and client contacts because it will offer a different view of your products and services in a way that distinguishes them from your competition. You can find the copywriter who can make that happen by following these three essential tips.