Good business owners know their jobs like the backs of their hands when it comes to doing the actual work. But putting that knowledge into print in a cohesive manner that sounds professional and makes sense? That can be a crippling task for some.

I have a friend who calls it “the curse of knowledge.” Sometimes we’re too close to the work to be able to write about it and explain it objectively or in layman’s terms. This is a common problem among companies looking to launch their first website, or to update a site that’s been around for a while.

That’s where a Web content writer comes in handy. A Web content writer knows how to cut through the clutter and write copy that gets to the heart of your business and the services and products it provides. However, a professional writer is not a miracle worker or a mind reader. There are some things you need to know prior to seeking a professional writer’s services, and some things you should do on your end to ensure you get results you’re happy with.

Why Look Outside Your Company?
You might think hiring someone from the outside isn’t a good idea because they don’t know anything about your company. But that is precisely the direction you should turn for this important task. A writer who’s experienced in writing Web content but inexperienced about your company will ask the questions that a potential customer who’s considering whether to do business with you might ask.

People in a company who try to generate their own content often are too close to the subject; too well-versed on the jargon. They have the potential to write over the readers’ heads.

Consider SEO
The whole purpose of having a website is to be found online by those who are searching for your products and services, so it’s a wise idea to select a Web content writer who understands search engine optimization. A good SEO writer can use your keywords fluidly on your site so the content sounds natural and not like it’s keyword-stuffed.

Make Yourself Available
The key to writing compelling content is getting accurate information from the subject matter expert. That means you need to carve out some time for a phone interview with the writer. Communicate the elements of your business that are important to you; that you want to see reflected on your website.

Taking the time to educate the writer on the subject matter means that you increase your chances of getting usable content the first time around.

Put On Your Editing Hat
Once your writer has drafted your content, you need to take time to read through it thoroughly. Here is where being the subject matter expert becomes most useful. Is all of the information accurate? Are there any areas where information is lacking and needs to be beefed up? Make note of any changes that should be made and communicate that with your writer.

If you are in need of a professional content writer who understands SEO, call us. We can help.

Photo Credit: J. Paxon Reyes