Tips for Hiring a Web Writer

You've got exciting new products, great design, a content management system, and a list of key words. Now what??? To attract the right people to your web site and keep them there long enough to accomplish something (buy, sign up, download, etc.) you need killer content.

Your marketing team is swamped and product managers are better at help text than sales. It's time to hire a professional writer to get the job done and get your business going.

Here are 5 tips for finding a professional writer.

1. Choose a writer with web experience

Great print copy does not make great web copy. People come to the web to accomplish a task, not to read your web site. The first words of every headline, subhead, and paragraph carry more weight than the rest of the text on the page, and a good web writer knows this.

2. Understand the writer's process

Find out how long a typical page takes to create and how many iterations to expect. A professional web writer will fully understand your audience, goals, and key messages before starting to write. When comparing price and experience, remember that every iteration of copy costs you time and resources. Less experienced writers may cost less by the hour, but will demand more hand-holding from you.

3. Ask about SEO and usability expertise

Content that is not search engine optimized (SEO) or created with web usability in mind will cost you clicks and sales. Potential customers will not find you if you do not appear on the first page of search engine results. Complicated or confusing content that requires too many clicks will frustrate users, sending them to your competitors. In the end, optimized copy for search engines and usability will generate a higher return on investment (ROI) for your business.

4. Area expertise is not always necessary

Unless your target audience is very narrow and specialized, you may prefer an expert web writer over a subject area expert. The expert web writer will know how to take the great ideas in your company and write in a way that everyone understands. Most of the time, an outsider's take on a topic is what you need to make it more accessible to all.

5. Good writers practice their craft

Does your writer have a professional or personal web site? A Twitter feed? A Facebook or LinkedIn page? A blog? Professional web writers hone their craft in their own work where they can measure results, test ideas and track progress. If your expert in social media or online content lacks an online presence, they may not have the experience they claim.

Almost every enterprise has a web presence today. And quality content can make the difference between a business web site and a web site that does business!