Website Content Writing Services: How to Separate the Wheat from the Chaff

There’s no shortage of website content writing services providers. There are currently over 40,000 content writers in the US alone. And this doesn’t include agencies — although it sometimes overlaps with copywriters.

But where choices abound, it’s often hard to find the right service for you.

Content writing is not all about quality (although that can also vary widely depending on whom you hire). It’s also about finding the right tone of voice to match your brand.

So, how do you make the right choice? How do you make sure you choose the content writing company or freelancer that will help you grow your own business?

I’ve spent more than eight years hiring website content writers. I know how to vet them and how to spot the people who have the right skills, the right background, and the right work ethics.

Looking for excellent content writers that have already been vetted? Check out our content writing services.

Here’s how we separate the wheat from the chaff at Idunn.

Select a Content Writing Services Provider that Has Some Background in Your Industry (but not Exclusively in Your Industry)

You can find content writers who have written about any industry under the sun. You can also find dedicated copywriters for hire who know all the ins and outs of your specific industry. But I’ve found that the sweet spot is somewhere in the middle.

Look for a company or freelancer who has some background in your industry. That way, they will have some existing knowledge to draw upon. They will also be able to learn the specific vocabulary and terms you use quickly.

I know that niching down has been the Holy Grail for content writers and copywriters for years.

Ultra-specialize.

Dominate your niche.

Become the go-to specialist in X industry.

I’ve heard it all before — hundreds of times.

In my experience, though, ultra-specialization can lead to missing the proverbial forest. You are so engrossed in the industry you work in that you miss opportunities you can “borrow” from other industries.

For instance, at Idunn we specialize in website content writing for:

But we have also taken on writing projects for almost any industry you can think of, from DIY to art and coaching. More importantly, we’ve found that we can apply tactics we learned about in one industry to others.

Writing for SaaS companies, we learned a lot about the value of client loyalty. We’ve also learned how to write compelling content or copy for upselling (or upgrading). These are valuable trade secrets that can easily be applied in eCommerce, tech, or even DIY.

Moral of the story: look for broader experience in your website content writing services provider. You’ll find that the bird’s-eye-view can be invaluable.

Check Portfolios Before You Make a Hire

A client list is great. But what did the providers on your shortlist do for their clients exactly?

Ask for content or copy examples — this time as close as possible to your niche. You’re looking for content that “flows” nicely and matches your brand tone of voice.

A quick note on tone of voice while we’re here: good content writers can (and should!) adapt their tone of voice depending on whom they work with. Look for hints of subtle changes in the samples they send you.

Does everything sound the same? Then look elsewhere.

Can they change their tone of voice (even if subtly) from client to client? If so, you may have a winner.

Also, make sure you can find something similar to what you need among the samples. Do they have a blog post similar to the one you’d like to write? Do they have an email nurture sequence or even a case study that’s within the ballpark of what you need?

If they do, ask yourself: do they make you want to read more? Do you feel engaged? Do they suck you in?

Look for the Marketing Value in Content Writing Services

This is something I’ve said often: when you’re looking for content writing services, you don’t need the next Hemingway. You need someone who knows marketing.

A marketing background is non-negotiable when we hire new content writers at Idunn.

Why? Because writing for marketing purposes is very different from writing for other purposes, even if the writing is excellent.

Here’s what I mean.

You can be a great fiction writer — but can you sell a product? Can you write persuasive emails that compel someone to sign up for a free trial? Can you write a blog post that stands out and ranks on Google? Can you write an eBook that generates leads?

I’ve seen spectacular writers whose books I’d love to buy someday. But I wouldn’t buy a pill to save my life from them.

Online writing is completely different from book writing or essay writing.

Look Beyond the Fees

I know you don’t have an unlimited budget for content writing services. But just because some fits your budget constraints to a T doesn’t mean that they are the right writer for you.

Content writing fees vary widely. In a recent study I published, I received quotes ranging from $10 to $1000 for 1000 words.

More similar charts on content writing fees here

With such a range, you’ll need to look beyond content writing prices to find the right match.

Ask yourself:

What’s included in the content writing services offered?

Is it just a basic blog post, or did the copywriter factor in an additional cost for writing, editing, and possibly revising?

Do they offer additional services such as content strategy or social media captions?

Be wary of this common trap: you hire someone that matches your content writing budget, although you’re not quite sure they are what you need.

What happens then is that you start paying for additional services: editing, SEO, and so on. So, in the end, you spend more anyway.

The moral of the story: identify your needs and budget constraints upfront, even if that means you have to wait a bit longer to find the right match.

Speaking of fees, did you see our content writing prices? I think you’ll love them! We can also customize a package for you, so drop us a line and tell us how we can help!

Outsource Content Writing Services when You Have the Budget for It

When I first started out, I did everything myself. I’ve written about this before.

It’s not something I recommend to everyone — at least not for as long as I did it.

However, working on everything myself allowed me to publish the content I wanted without compromises. I didn’t have the budget to hire good content writers back then.

Hiring a freelance writer when you can’t even pay yourself a reasonable salary is a recipe for disaster. Postponing my first hire gave me a chance to set some guidelines for the content I need, which made it much easier to find the right match.

This is the thing about blogs and businesses. If you can’t afford to hire someone, don’t — not yet. If you can, don’t wait too long.

Start Small — You Don’t Want Your Entire Website Content Written in One Day

Sometimes, everything checks out with a content writer — a freelancer or an agency. They have the right samples, the right fees, the right attitude and they can get started on the spot.

Still, I encourage you to start small. Ask for one service page or one blog post before you commit to dozens of them.

Working on long-term projects is very different from one-off orders. It requires trust and a certain degree of intimacy — after all, you’ll be giving them access to a lot of information about your business.

Start small and work your way up — that’s the best way to find out if the writer(s) you selected truly are the best match for your brand.

This is what I encourage our first-time clients to do too. Start with one or two pieces. Let’s see how well we work together. We’ll take it from there.

Why do I do this?

Let me be honest: yes, we sell website content writing services. The more we sell, the more money we make. So why on earth would I encourage clients to start small?

Because we’re a boutique agency, not a content mill. If you’re looking to place a bulk order and have it delivered by tomorrow, we’re not the right match for you.

We have the privilege to select our clients. We prefer to work with companies we can really help grow through content.

It’s not always clear from the beginning if we can do that. So we start small and if the client is happy with our work and if we still believe we can help the client grow, we keep working together.

Right now, we have clients who have worked with us for all their content writing needs for eight years — since Idunn’s first year. They all started with a single order to see if we’re a good match.

Final Thoughts on Website Content Writing Services

So…I hope this article answered all (or at least most) of your questions about website content writing services.

I want to emphasize two things before closing.

First: content writing services are a must-have for every business — including yours.

OK, I don’t know you personally. I don’t know how long you’ve been running your website or blog. I don’t know what kind of business it is or what your plans are — but I’m pretty confident that you need a content writer.

This is what I base my confidence on: good content SELLS. No matter how good your product or service is, it lives and dies with the words you use to describe it.

Looking for content that SELLS? Drop us a line to learn more about our content writing services.

 

Adriana Tica is an expert marketer and copywriter, with 10 years in the field, most of which were spent marketing tech companies. She is the Owner and Founder of Idunn. In October 2019, she also launched Copywritech, a digital marketing agency that provides copywriting, SEO content writing, and strategy services to companies in the tech industry.