We hear the same objections to paying for web content when we talk to clients about writing.
These five come up time and again.
Recognize any of them?
1. “We don’t need very much content, so we won’t need a writer.”
Smaller, budget-conscious clients who are only building out a few web pages often question why they should pay for good content.
It makes sense on the surface—if there are only five pages on the site, how hard could it be to write them yourself?
But it’s a dangerous myth that smaller means less important.
Small websites need good web content even more than large ones, since there are fewer pages to do the work of turning visitors into buyers.
2. “We don’t have the budget for your fees.”
Concerns about price usually mask something else: a lack of buy-in about the value of the solution.
In our experience, it’s simple—if you feel you’re not getting enough value, it’s likely because you haven’t realized that your investment will produce a return.
It might seem like a lot to pay $7,500 for web content and strategy.
But if you’re selling a $1500 service package, your content will pay for itself with only a few additional sales.
(And you can bet you’ll make them if your new web content brings hundreds of prospects to your site.)
Good web content costs money—but the payoff is more than worth it.
3. “We’re too busy to think about web content right now.”
Maybe you are legitimately busy.
But sometimes being busy can become a way of avoiding decision-making.
Here’s the secret: time spent now on working with a writer to get good web content will save time later. Three hours with a writer can easily save you 15 hours of trying to hack out content yourself.
4. “We worked with a writer once and it was horrible.”
If you’ve been burned in the past, it can be hard to let go of the reins and trust again.
However, any writer worth his or her salt will successful work to show you, a list of testimonials you can read, or even a list of satisfied clients you can call.
If you’re busy, here’s an easy way to jump-start the process of vetting a writer—connect on LinkedIn and check out their profile.
The recommendations and endorsements you see there can go a long way toward putting your mind at ease.
5. “You don’t have enough experience in our field.”
If you work in a specialized field, it’s natural to have concerns about a writer who doesn’t. After all, there’s a difference between writing about babysitting, for example, and creating pharmaceutical copy.
As counterintuitive as it may seem, though, you don’t want your writer to be an expert in your field.
A good web content writer is an expert on writing—and can quickly learn whatever else is necessary in order to write about your company.
(Incidentally, if it matters, we’ve worked in more than 80 industries and counting.)
If you’re like most people, you’ll probably think less about dropping $30,000 on a new SUV than you will about spending $1,000 on writing.
To be frank, that’s because you know you can’t build an SUV…
But most people with a computer think they can write.
Reminding yourself of that—and perhaps objecting a little less strenuously the next time a writer tries to point it out—will go a long way toward helping you get great web content for your site.