Why Collaborative Copy Writing Creates Better Websites

The perfect balance of your expertise and our marketing know-how

When planning your new website, one of the biggest decisions you’ll face is who should write the copy. Should you handle it yourself? Should you hire a professional copywriter? Or is there a better option?

At Stenson Wolf, we’ve helped lots of small businesses develop compelling websites, and we’ve discovered that the most successful projects almost always use a collaborative content development approach.

The Content Creation Conundrum

Many small business owners face a difficult dilemma when it comes to website content:

• You know your business better than anyone – your products, services, customers, and industry
• But you may not have experience writing persuasive marketing copy that converts visitors into customers

This often leads to one of two problematic scenarios:

1. You write all the content yourself, creating technically accurate but marketing-weak copy that doesn’t drive conversions
2. You hand everything to a copywriter who creates polished marketing content but might miss crucial technical details or misrepresent your business

The Collaborative Advantage

Our collaborative content development process offers a better way forward. Here’s how it works:

1. You provide draft content about your business, products, and services
2. Our marketing team enhances your drafts, transforming technical features into compelling benefits
3. Together we refine the content until it perfectly represents your business while maximising marketing impact

This approach combines your deep business knowledge with our marketing expertise to create website content that truly performs.

Features vs. Benefits: The Critical Difference

Understanding the difference between features and benefits is crucial for effective website content:

Features describe what your product or service is or does:

• “Our software includes 24/7 technical support”
• “Our cleaning service uses eco-friendly products”
• “Our restaurant offers gluten-free options”

Benefits explain how those features improve your customer’s life:

• “Never waste time stuck on a technical problem again”
• “Keep your family safe from harsh chemicals while enjoying a spotless home”
• “Enjoy dining out without worry, regardless of dietary restrictions”

Most business owners naturally focus on features because they’re proud of what they’ve built. But customers make buying decisions based primarily on benefits – what’s in it for them.

Our collaborative process helps transform your feature-rich knowledge into benefit-led content that drives action.

Real-World Example: The Transformation Process

Let’s look at how collaborative content development transforms typical business descriptions:

Original Client Draft:

“ABC Accounting provides comprehensive bookkeeping services including accounts payable/receivable management, bank reconciliation, financial statement preparation, and tax document organization using the latest cloud-based accounting software with bank-level security encryption.”

This content is accurate and detailed, but it focuses entirely on features and services rather than customer benefits.

After Collaborative Enhancement:

“Focus on growing your business, not balancing your books.

At ABC Accounting, we handle your financial details so you can concentrate on what you do best. Our comprehensive bookkeeping services give you:

• Peace of mind knowing your finances are accurate and up-to-date
• Clear visibility into your business performance for smarter decision-making
• More time to focus on serving customers and increasing revenue
• Confidence that you’re prepared for tax season without the last-minute scramble

With secure, cloud-based systems, you’ll have instant access to your financial information from anywhere, anytime – without the headaches of doing it yourself.”

Notice how this enhanced version:

• Leads with a major customer benefit (freedom to focus on their business)
• Transforms features into emotional and practical benefits
• Maintains all the technical accuracy of the original
• Speaks directly to customer pain points and desires

Why Clients Love the Collaborative Approach

Our clients consistently tell us they prefer this collaborative approach because it:

1. Respects their expertise – Your knowledge remains the foundation of all content
2. Saves valuable time – You provide rough drafts instead of worrying about polished final copy
3. Produces better results – The final content combines the best of both worlds
4. Provides valuable learning – You gain insights into effective marketing communication
5. Gives them control – You maintain final approval over all content

The Process: Simple, Straightforward, Effective

Our collaborative content development process follows these steps:

1. Discovery & Planning: We discuss your business goals, target audience, and unique value proposition
2. Content Template Delivery: We provide structured templates that guide your draft writing
3. Client Draft Submission: You complete the templates with your business information and knowledge
4. Marketing Enhancement: Our team transforms your drafts into compelling, benefit-focused content
5. Collaborative Review: Together we refine the content until it perfectly represents your business
6. Implementation & Testing: The approved content is implemented into your beautifully designed website

Is Collaborative Content Development Right for You?

This approach works best for businesses that:

• Have deep knowledge of their products/services
• Want their unique voice to shine through
• Don’t have the time or expertise to write highly effective marketing copy
• Value a partnership approach to their website project

Next Steps

Ready to experience the benefits of collaborative content development for your website project? Here’s how to get started:

1. Request a proposal for your website project
2. During our initial consultation, let us know you’re interested in the collaborative approach
3. We’ll customize our process to fit your specific needs and timeline

Or contact us directly with any questions about our content development process.

Stenson Wolf specialises in creating high-converting websites for small businesses. Our collaborative approach ensures your website not only looks great but effectively transforms visitors into customers.