Writing great website copy isn’t as easy as it looks. Sure, you know your business inside and out. You’ve spent years, maybe decades, mastering your craft, solving problems, and delivering results. But when it comes to explaining what you do in a way that’s clear, compelling, and understandable to everyone else? That’s a whole different ballgame.
The “Forest for the Trees” Problem
As a business owner, you’re deep in the weeds—or rather, the forest—of your industry. You understand the intricate details and insider terminology, but that depth of knowledge can sometimes backfire. The problem is this: what’s obvious to you might be baffling to your customers. When you’re too close to the puzzle, it’s hard to step back and see which pieces matter most to someone new to the picture.
For example, terms you think are common knowledge may leave potential customers scratching their heads. Your passion for the nitty-gritty might come across as overwhelming or irrelevant to someone just trying to figure out if you can solve their problem.
Why Outsiders Write Better Copy
This is where a professional copywriter—an outsider to your business—comes in. A good copywriter approaches your business with fresh eyes. They’ll ask “obvious” questions, ones that you may not have thought to address because they seem second nature to you. They’ll translate your expertise into copy that’s not only accurate but also accessible, engaging, and easy to digest.
Think of it this way: a potential customer landing on your website shouldn’t feel like they’ve stumbled into a technical manual. They should feel like they’ve walked into a welcoming conversation where their needs are clearly understood and met.
Tailoring for Specialty Audiences
Of course, there are exceptions. Some businesses serve highly specialized audiences—think B2B industries or technical trades—where a level of jargon and specificity isn’t just acceptable; it’s expected. In these cases, the goal of your website copy might shift from appealing to the masses to filtering out unqualified leads. Using industry terms can act as a kind of gatekeeping tool, signalling to your ideal customer that you speak their language and understand their needs.
The Fine Balance of Clarity and Personality
Whether your audience is broad or niche, your website copy needs to do more than inform—it needs to connect. That’s where the magic happens: balancing clarity with your brand’s unique voice. The tone should reflect who you are as a business while making it crystal clear what you offer, why it matters, and how you can help.
Why We’re Here to Help
At Tallack Media Corp., we specialize in translating your expertise into web copy that works. We know how to distill the essentials, cut through the noise, and communicate your value in a way that resonates with your audience. Whether your business thrives on clarity or complexity, we’ll work with you to craft copy that hits the mark every time.
So, if you’re struggling to put your business into words, don’t sweat it. Let us help you tell your story in a way that speaks to your audience—and gets results.