Writing compelling copy that converts visitors is an art. If you have an "average" writer with little copywriting expertise, chances are you are missing out on a significant amount of new customers! Just read this fantastic argument presented by Beanstalk, Inc.:

"When you need a doctor do you read a book entitled "Heart Surgery For Dummies" and buy yourself a very sharp knife. Of course you don't and while your website may not be quite as important as your heart, it is how your company is being perceived online. This perception can be the make-or-break of all your online marketing efforts.

If you are committed to attaining high rankings, to making money online and/or promoting your business through your website, shouldn't you also be committed to insuring that your conversions are maximized? High search engine positioning is important but so too is converting those visitors once they get to your site. You may be an expert in your field but if that field isn't writing, and you don't have a writer on staff, be certain to at least consider hiring one to make sure that your website is conveying the message you want in verbiage that your visitors will understand. Assuming you choose your writer well you will not only have a well-written site but you will also gain the advantage of having an outsider, who is more likely to write for people who aren't experts, creating your content.

If you feel that you are qualified to write your own content (which you may very well be) be sure to have it proofread by someone from the outside. Find someone (ideally plural) from within your target market and demographic, and have them go through your content giving suggestions and criticism. Don't take it personally, every change they recommend is earning you extra money. Whether you implement the changes or not you are learning something new about what people will want and expect to see on your site."