Read Time 8 mins | Written by: William Milton
So you did well in GCSE English, and your teacher even said you’re a natural when it comes to writing. You’ve handled the writing of all sorts of emails, business reports and even your personal statement on your CV. In fact, everyone you’ve ever written to has kept your letter – your significant other has a box full of your love letters at home!
Surely, you don’t need to hire the services of a professional copywriter for your company website, right? Wrong!
Just because you’re a good writer doesn’t mean you’re a great persuasive sales writer. In this article, we explore what a copywriter does, 4 reasons why you need a copywriter and how to choose a copywriter.
Table of Contents
What is a copywriter?
A copywriter is a professional writer that can create engaging text, known as ‘copy’, for advertising and promotional materials. This can include anything from online website pages, blog posts and social media posts through to offline print ads, brochures and scripts.
Copywriters are responsible for crafting language that is engaging, persuasive and targeted to a specific audience, with the goal of promoting a product, service or brand. They often work closely with marketing and advertising teams to develop creative concepts and messaging strategies. They may even conduct research to better understand the target audience and their needs.
Overall, a copywriter’s primary objective is to write copy that helps drive sales and achieve marketing goals.
Reasons why your business needs a copywriter
One of the key places where copywriters are in demand today is to create website copy for businesses. And for good reason.
The skill set of a professional copywriter enables them to create uniquely engaging, effective copy that is optimised for the ever-changing trends of the internet. They can utilise special styles and devices that achieve results with your audience, and they can get it all done in a timely manner without it encroaching on your business responsibilities.
But even if you’re a decent writer, there are still many reasons you shouldn’t write your own copy. Think about it – just because you’re good at DIY, you wouldn’t choose to design and build your own house, would you? In fact, ‘Creative Copywriter’ founder Konrad Sanders argues copywriters are THE MOST important people in business, and that’s just one of the reasons why your business needs copywriting by a professional:
1. Copywriting experience speaks volumes
Just because you know how to write a nice letter, or have received praise for your amateur poetry skills, it doesn’t mean you can write effective copy for the web. People read internet content differently from other materials, and a professional copywriter knows how to produce content that hits the mark.
Copywriters know how to hook the reader with clever headlines, include tantalising subheadings, and break up the copy with snappy bullet lists. They are trained to use all manner of best practice techniques to ensure visitors don’t get bored and leave your site. You need someone with the experience to apply these techniques creatively to make your website stand out and keep the reader’s interest.
Another aspect that is profoundly important for website copy is Search Engine Optimisation (SEO). This means working within a complex set of algorithms that dictate how highly a page will rank in search results on Google, Bing and other major search engines. You need to rank highly to be found by your customers – it’s free advertising, and that’s a no-brainer!
If your website is ranked on page one for your focus keywords, you’ll get tons of new customers coming your way. If you aren’t knowledgeable about SEO copywriting, you don’t stand a chance of achieving this alone. So bring in a professional who can optimise your content to rank highly in search results.
2. Copywriters can step into the role of the consumer - and your brand
This issue can be made all the more important by the fact that you are just too close to your business. When you’ve been working in a certain industry for some time, you gain a level of expertise. This is, undoubtedly, a good thing, but you must understand that most of your potential customers simply aren’t on your level. Start explaining the intricacies of your business to them, and they’ll be left feeling frazzled.
Instead, a copywriter knows how to step into the mind of your target audience. They understand buyer psychology and user experience and can bring these elements together to create compelling copy.
It’s not just about stepping into your audience’s minds either, but your brand’s. If you write your own content, you’ll also need to spend time developing your brand voice. That means you’ll need to answer the following questions:
- Do you want to write in past or present tense?
- Should you use first, second or third person?
- Would an active or passive voice be best?
- Should you write in a personable style, or do you want to sound more formal?
Copywriters know how to make the best choices based on years of first-hand experience, so they can develop your brand voice in a way that aligns with market expectations.
What’s more, they can ensure this brand identity is consistent across other promotional materials. A copywriter can look at all your brochures, press releases, adverts, videos, etc. and create new content that complements all the channels you use.
3. Copywriters have the time to spare
Add to the above the fact that, for the inexperienced, writing quality copy can take time, and you can see that attempting to write your own copy simply isn’t a good idea.
Your schedule is busy enough without having to devote lots of manhours to producing web content – doing that is a copywriter’s bread and butter, and they can produce content very quickly and effectively. And you can’t afford to not advertise – as Thomas Jefferson said,
"The man who stops advertising to save money is like the man who stops the clock to save time."
We work with lots of companies who started out trying to pen their own blog posts while sitting on a train or in between meetings. The result is usually a poorly structured set of notes that lacks any consistency and clear brand message.
It takes time to structure a post, do the research, hone your voice and then lay it out in the best way possible to get found online. When you partner with a copywriter, they take your brief and notes and hand back the polished, finished product while you get on with the day-to-day task of running your company.
4. Copywriters can help you boost your return on investment
Whatever industry you are in, you simply can’t afford to be lazy about the way you market yourself online as this will only impact your bottom line over time. There are many websites that are badly structured and filled with poorly targeted (and boring) content – you have probably encountered a few yourself! It is not a good way to set yourself apart, build value in your business and generate a following.
However, great writing has the potential to position you higher than your competitors, attracting customers to your site and inspiring them to click and buy or subscribe. It makes you look professional and trustworthy, and it helps to build a strong brand identity. When you build traction online, you make your business more visible than ever to a much wider audience than when you operate solely in your locality. A great copywriter can help you to win more clicks, engage those visitors and convert them into customers. Plus, if you’re looking to scale, then a polished website could win you more financial investment.
Isn’t it worth it? Think about it – you’ve already sunk a lot of money into building your business from scratch and setting up a website. But without good copy to bring customers to the website and keep them there, all that investment is wasted. Powerful, meaningful copy seals the deal. Words are what make sales happen. Your copy works hand-in-hand with quality design to achieve a persuasive marketing tool, so don’t settle for anything less than the best!
Read More: The ultimate guide to persuasive copywriting
How to choose a copywriter
Choosing the right copywriting partner for your project can be a crucial decision that can impact the success of your marketing efforts. You can find a copywriter by engaging a freelancer directly, from a Google search or a job ad, or you could choose to work with a copywriting agency that already has a vast network of writers to hand.
Once you’ve narrowed down the right route for you, here are some tips on how to choose a copywriter:
1. Look for experience: A copywriter or agency who has experience in your industry or niche is often a good choice. They will have a better understanding of your target audience and be able to create more effective content.
2. Ask to see samples: Look for a copywriter with a strong portfolio that demonstrates their ability to create compelling and engaging content. Ask to review samples of their previous work, or to write up an initial piece, to see if they can deliver the kind of content you need.
3. Look for versatility: A good copywriter should be versatile and able to write in different styles and tones to suit your needs. They should be able to write anything from blog posts to product descriptions, landing pages, and sales copy.
4. Ask for references: Ask for references from previous clients and check their reviews online to see if they have a good reputation. You can also reach out to other business owners in your network for recommendations.
5. Consider how responsive they are: Look for a copywriter who is easy to communicate with and responsive to your needs. They should be able to listen to your requirements and deliver content that meets your expectations.
6. Be clear about what you need: Putting together a good copywriting brief is a good foundation for a fruitful relationship. This should be clear about your exact content needs and expectations.
7. Discuss pricing: Seek to understand the copywriter’s pricing structure and delivery process before you start working with them. You should also discuss their turnaround times, payment terms and any other relevant details such as edits before signing a contract.
Professional copywriting is an essential tool in your business’ marketing strategy. By taking these factors into account, you can find a copywriter who is the right fit for your project and help you achieve your marketing goals.
✏️If you’re looking to partner with a copywriting agency that can deliver targeted, on-brand content to grow your business, speak to us at Copify today.
Main image credit: Mikelya Fournier