Building a new website always starts with copy.
The words on each page determine what visitors understand, feel, and do next. Without them, a website is little more than a jumble of graphics, colors, and animations.
On the surface, it’s easy to look at a polished webpage and think the writing can be done in minutes. Although ChatGPT has drastically improved the copywriting process, a high-converting website still requires a professional touch.
When you’re starting a website project, a major decision can set the tone for the entire project: Should you use the client’s own copy, or bring in professional copywriting services to craft everything from scratch?
The choice has far-reaching effects on project timelines, budgets, and — most of all — website performance. Think about it like this: a website with a C-level design can still perform with A-level copy. On the other hand, a site with A-level design will struggle with C-level copy.
As we help clients manage this decision, we tend to see recurring patterns, challenges, and missed opportunities depending on the path chosen. With so much at stake, how should agencies and businesses decide the right way forward? Let’s discuss.
Understanding the Risks of Client-Provided Copy
When clients supply their own website content, they usually do so from a place of deep knowledge within their own business. Industry expertise, product details, and technical terminology often find their way into the draft.
However, this usually translates to the cardinal sin in website copywriting: writing for yourself, not your average website visitors.
The most common issue we see with client-provided copy include inconsistent tone, overuse of jargon, and uneven formatting across pages. Without clear alignment, the website’s messaging can confuse visitors or even undercut the brand’s credibility.
It’s also extremely rare for client-supplied drafts to factor in SEO best practices. This means missing key search terms to bring in website traffic, poorly created meta descriptions, or weak headlines — all factors that can hold a site back from getting found on Google searches.
To assess quality and fit, agencies should (at the very least) have a professional SEO copywriter review each section for clarity, brand voice, and SEO relevance.
Rare Cases to Use Client-Provided Copy
There are times when it makes sense to work with the copy a client supplies.
Tight project budgets or extremely short timelines sometimes leave little room for iterative writing cycles. For clients in highly specialized fields — like B2B software or advanced manufacturing — more technical writing might provide a solid base when accuracy is critical.
That said, using existing content as-is for a full website redesign is rarely ideal unless all other constraints demand it. Again, it’s important to have a professional writer comb through the client-provided copy and make edits where necessary.
Benefits of Hiring a Website Copywriter
Copywriters – whether it’s freelance copywriters or a content writing agency – don’t always get the love they deserve (maybe we’re biased on this one). A professional website copywriter is more than just a writer; they are, in many ways, a business strategist.
Their job is to align every word with clear business goals, brand direction, and user intent to convey the strongest message. This brings multiple advantages.
Quality Copywriting that Converts Customers
Quality and consistency improve across all pages, helping site visitors move smoothly from page to page without jarring shifts in style or information. A website copywriter will also structure each page for readability, using clear headlines, concise paragraphs, and compelling calls to action.
Web Copywriting for Search Engines
Professional SEO-friendly copy is written for both search engines and real users. Skilled writers understand how to use keywords to build messaging that speaks directly to your core audience’s needs AND search engine ranking bots. This is a non-negotiable skill when hiring writers.
The result: higher engagement, better lead generation, and a substantial boost to your site’s visibility.
Writing Skills for Different Target Audiences
Professional website copywriters are like chameleons. They have tools and systems in place to understand a business’s value proposition and the target customer — whether your site needs to win over technical buyers, early-stage customers, or industry partners. These insights from the onboarding phases will form the foundation of the copywriting project.
Knowledge of the Website Building Process
This is arguably THE most important reason to hire copywriters. The best copywriters understand how content writing works in sync with website designers, developers, and SEO analysts to create the final product. This expertise does wonders to reduce delays and revisions.
Comparing Outcomes: Client Copy Vs Professional Copy
Client Copy
Letting clients provide their own website copy may seem cost-effective upfront, but it often comes with hidden risks.
As mentioned, DIY content is rarely written with SEO, user behavior, or conversion strategy in mind. The result? In most cases, copy written by a non-pro leads to higher bounce rates, vague messaging, and missed opportunities to guide visitors toward action.
Another risk with client-written content is brand dilution. Internal materials may be overly technical, inconsistent, or unclear — causing confusion instead of building trust. Professional copywriters can take the technical information and distill it into strong, well-positioned messaging that connects meaningfully with your market.
Professional Copywriting Services
Professionally written copy is crafted to engage, persuade, and convert.
It speaks directly to the target customers’ needs, which can lead to lower bounce rates and better conversion performance. Clear calls-to-action, consistent tone, and structured messaging can make the difference between a visitor leaving or becoming a customer.
Webpages are mission-critical assets. Professional copywriting should be seen as an investment – not an area to cut costs. As a business grows, well-structured messaging can be easily repurposed across new landing pages, social media posts, blog articles, sales letters, email campaigns, and marketing assets — without reinventing the wheel every time.
Key Considerations Before Deciding
Choosing between client-supplied copy and hiring a website copywriter requires a clear look at your project’s needs:
Project Scope and Objectives
Is this a full site overhaul or focused update?
Do you need to reposition the brand or just refresh some text?
Clear objectives upfront help define how deep the copy strategy should go — whether you’re restructuring messaging, updating tone, or targeting new customer segments. A brand repositioning may require revisiting your value proposition, tagline, and service narratives. Meanwhile, a light refresh might focus on tightening existing copy, fixing inconsistencies, or aligning content with current SEO goals.
Available Resources and Expertise
Does your team have copywriting and SEO know-how in house, or would expertise from outside bring more value?
Be honest about internal bandwidth and skillsets — forcing content creation onto a busy or non-specialized team will more than likely delay the project or lead to underperforming copy. Bringing in experienced professionals can speed up timelines, improve quality, and guarantee content is optimized for both users and search engines.
Even if your team is equipped to handle content internally, an outside review can offer valuable perspective and polish.
By mapping out these variables, agencies and businesses can make an informed, objective choice.
Before you start the copywriting phase of a website build, set clear expectations and timelines. Map out which pages’ matter most, what tone fits your brand, and which deadlines are non-negotiable. If content from the client’s side cannot meet the standard, consider a professional copywriter.
Wrap Up
Content is often the deciding factor in a website’s success. Even if you decide to use client-provided copy for a website project. It’s worth hiring a professional copywriter to oversee the project. Always remember, there is a HUGE gap between being an expert and being able to effectively communicate expertise to the masses.
Copywriters are skilled in the latter.
Before you make this decision, evaluate your resources, talk openly with all stakeholders, and choose the path that positions your website — and your organization — for long-term growth and impact.
At Razorcopy, website copywriting is our core expertise. With nearly a decade of experience in digital marketing and proven frameworks, we get jobs done professionally and efficiently.
Whether you need full-service copywriting support for a website, sales page, or marketing material – or simply some guidance on client-provided copy, we’ve got you covered. Get in touch to learn more.
