Is it smart to create your own AI-generated website content for your technical business instead of hiring a professional copywriter? Here’s a confession from AI itself…
Yes, it’s great if you want the illusion of “saving costs” in the short-term while filling web pages with ‘generic’ content that makes you sound like everyone else and loses potential sales.
No, if you want to build deep trust and stand out from competitors to attract ideal, high-value clients.
Here are six key ways that a professional technical copywriter adds value (including some candid truths from Copilot, which knows its own limitations!):
1. Translates Tech‑Speak into Client Value
- Gets beyond the ‘echo chamber‘ of internal technical staff who tend to create feature-oriented content from their own perspective that doesn’t address your prospects’ world and hot issues.
- Bridges the communication gap by reframing product features into clear business benefits that decision‑makers care about.
- Targets relevant audiences by adapting tone and complexity – from techies to executives.
2. Extracts the ‘Gold’ You Take for Granted
- Gets objective outsider insights by interviewing your clients to find out company strengths and qualities, whereas you might overlook them because they’re “obvious” to you.
- Uses authentic storytelling by turning client successes into relatable case studies that build trust and authority to differentiate your brand.
3. Creates Strategic Messaging, Not Just “Filler Content“
- Ensures right positioning by aligning content with your brand strategy and market positioning.
- Keeps consistency by ensuring your website, brochures, and proposals all reinforce your value proposition.
- Writes “content” to inform and “copy” to convert – not just explaining what you do, but crafting messaging that guides prospects toward enquiries or sales.
4. Ensures Efficiency and Focus
- Keeps your team productive, letting them get on with billable work that they’re good at, instead of struggling with content writing amidst other pressures, because their time is money.
- Gets the job done faster with a proven process for gathering info, drafting, and refining – avoiding endless internal staff rewrites and delays.
5. Harnesses AI as a Tool – Not a Replacement
- Avoids ‘generic’ output that AI produces on its own – bland, wordy, ‘samey’ content that doesn’t differentiate you from competitors (that’s a confession directly from Copilot!)
- Gets the best of both worlds by utilising AI for research, ideation, and proofreading, while applying human creativity, personalization, and wise judgement.
6. Gives You Tangible ROI
- Prevents the false economy of avoiding the short-term cost of a professional copywriter, but leaving money on the table from lost sales.
- Attracts higher‑quality leads from clear, credible, benefit‑driven content that appeals to the right kind of clients, not just more clicks.
- Lets you capitalise on a long‑term asset, with well‑crafted content being a potent resource serving you profitably for years with only minor updates.
Bottom line: AI is a useful assistant, but for technical businesses, a professional technical copywriter ensures your website isn’t just filled with words, but attracts interest, trust, recognition, and business.
Find out more about how Spectra can help you develop compelling content to achieve your business goals.