So you just closed a deal to develop a website for a new client. Now you need a website content writer to help fill it. How do you get the most bang for your buck? 

There’s nothing quite like that new website smell, right?

You’re ready to flex those design and development muscles to make it look and work great.

Now all you need is a website content writer to handle the rest.

If you don’t have one on your team already, you’ll need to hire an outside pro. 

And if you want to have a good experience, check out these writer management tips first!

1. YOU MAY WANT A SUBJECT MATTER EXPERT, BUT YOU NEED A COLLABORATOR

Let’s say you’re developing a fresh website for a paper company out of Scranton, Pennsylvania. Call it, I don’t know, Munder-Difflin.

You might think, “Gosh, where will I find a paper expert to pump out some compelling copy about paper?”

But here’s the thing … your website content writer doesn’t need to be a subject matter expert.

In fact, it’s often better if they’re not. Non-experts are likely to write content using the same simple, accessible terms that the target audience would use.

Remember, you’re making content for people who buy the paper, not people who are experts in how paper is made. 

What you really need is a collaborative team player who can dive headfirst into new topics, learn them quickly, and write compellingly for your audience.

So try to gauge these factors when engaging with a potential writer:

• Do they ask good questions?
• Do they communicate clearly?
• Are they open to feedback?

These are far more important than subject matter knowledge.

2. COMMUNICATE CLEARLY ABOUT THE FULL SCOPE OF THE WORK UPFRONT

You need to make sure everyone understands all the writing responsibilities before there are any handshakes.

Before you connect a writer with your client, set up a one-on-one to discuss the project with the writer in detail.

Give the writer an opportunity to ask clarifying questions about the project. Be prepared to address the following to the exent of your knowledge:

• Background on the client
• Goals and deadlines
• Volume of work expected

Be as specific about the scope of your writer’s expected work as possible before accepting any quote for content writing.

Getting an accurate estimate early will save everyone a lot of headaches later.

In fact, this is such an important point, let me share with you an example of an email I recently received (edited to remove identifying info) that exemplifies just I what I mean:

Hi Matt,

[Personal introduction.]

NEW PROJECT POSSIBILITY

We are putting in a proposal with [Client]. They’re interested in copywriting as part of our package so you are our top choice and I wanted to get an estimate.

CONTEXT – DONOR AUDIENCE

[Background about the client, a school working on fundraising.] So, these initial deliverables are donor-oriented. We have one point of contact, [Name]. Discovery materials are attached.

DELIVERABLES

• Item One: [details]

• Item Two: [details]

• Item Three: [details]

TIMELINE

We would hope to launch right away so I would expect you’d be busiest in [timeframe].

If you want to talk, let me know when you are free! If you want to email questions, that is great too. Hope you are willing to quote on this!

This set off an email exchange that resulted in a quote we both felt was fair and accurate. It took some work to get there, but it’s always worthwhile to take the time!

3. ONBOARD YOUR WEBSITE CONTENT WRITER LIKE YOU MEAN IT 

This is your chance to imbue your writer with some of the rapport you’ve cultivated with your client.

Everyone likes to feel welcome at the party.

So don’t leave your writer hanging out in the corner … introduce them to the host! 

(Psst … that’s your client.)

Prep your writer before their first direct meeting with the client, and then be present to facilitate the meeting.

Talk up your writer’s ability and experience, and then open the floor to your writer to ask the client questions directly.

This will help everyone involved (not just your writer) feel on board and confident about working together on the project ahead.

And be sure to leave the door open for follow-up meetings.

4. GET EVERYONE ON THE SAME PAGE … AND KEEP THEM THERE

Finally, introduce your writer to the rest of the team.

Content writers, web designers, and developers should always coordinate before trying to tackle a website project together.

Silos breed miscommunication, and miscommunication leads to friction.

Meetings help the writer feel more comfortable asking “dumb” questions to clear up any misconceptions and offer suggestions.

They also help other team members feel more comfortable accepting or (diplomatically) rejecting them if they don’t fit with the shared vision for the project.

Because the last thing you want is competing visions.

So for the sake of everyone’s sanity, keep all the lines of communication open.

MANAGING A WEBSITE CONTENT WRITER IS AS EASY AS YOU MAKE IT

I’ve worked with a lot of web designers and developers over the years.

Every partnership that followed these tips was smooth as butter.

Managing your website content writer will be, too, as long as you:

• Hire a collaborator who’s eager to learn the subject matter
• Ensure your writer understands the full scope of the work
• Onboard your writer with the client
• Orchestrate a smooth workflow for your team

And if you just so happen to need one right now, let me know. I look forward to hearing about your project!