Copy is a direct conversation with the consumer. A tidy little quote that neatly sums up what copywriting is. But many businesses don’t use a professional copywriter because they’re not entirely sure what a copywriter actually does or, more importantly, the value one can add. Which might lead you to ask “Do I need one?”.
Well-written and engaging words are important to every business. There’s the big stuff like your brochures, blogs, and brand messaging. There’s also the smaller stuff like product descriptions and social media posts which are just as valuable though often overlooked. But your energy should be focused on your website – the centre of your marketing and sales.
Size doesn’t matter
Larger businesses might have an in-house copywriter and/or marketing team to take care of all their copy. But for smaller businesses, it’s easy to overlook the importance of words – especially when a large sum might already have been spent on web design or graphic design for brochures.
Often, phrases like “It’s only words – we’ll write it ourselves”, “We’ve spent too much on the website”, or “We can’t afford it” are thrown around without looking at the bigger picture. Yes, they are ‘only’ words and you could write them yourself. But how good will they be and what results would you get?
It doesn’t matter whether you’re a one-man-band or a global company. You’re trying to sell and market your product or service and make it stand out among your competitors. So, why wouldn’t you invest in the benefits a professional copywriter will bring you? Here are five reasons why your business really should…
1. You’re too close to your business, product, or service
While you’re an expert in your field, you might not be an expert in marketing. If you’re writing your own copy, you’ll often focus on how you’re bigger and better than your competitors or focus on the features instead of the benefits of your product without knowing if you’re answering the needs of your customer.
That doesn’t make for easy or enjoyable reading for the very people you’re trying to sell to. A professional copywriter isn’t involved in your day to day business activities. So, you’ll get a fresh perspective on your product or service. They’ll be able to communicate your benefits far more effectively to your potential customer and how it can help them or fix their problem.
2. Your time is too valuable
When you’re running a business, your time goes on managing all the daily tasks that go with it. You don’t have time to focus on your marketing priorities. Writing good copy for brochures, websites or any other marketing material, takes time. If you opt to write your own copy, it may take 3 or 4 times longer to write than it would take a copywriter.
In the end, you may decide to cut your losses and let a copywriter write it anyway. Why not save yourself that time and effort? Hire a freelance copywriter who’ll capture your benefits quickly and efficiently. Deadlines remain intact and you can reap the rewards of more sales, more quickly. And you spend your valuable time on growing your business.
3. You’ll get fresh web content each time
You might think duplicating or repeating copy throughout your website will save you time. It will, but it doesn’t look good and will definitely be a reason for your site visitors to look elsewhere. Google doesn’t like duplicate content on pages either, and you need them on your side if you want to rise up the search rankings and beat your competitors.
A professional copywriter will bring you fresh content, making sure each web page is a high quality, Google-friendly sales machine. Bringing organic traffic (visitors coming to your site through a standard web search) to your site is the ultimate goal. Informative, helpful, and well-written content is vital for this and a good copywriter will deliver it in spades.
4. Maximum return on a sound investment
Spending tens of thousands of pounds on original web content won’t be necessary for the majority of businesses. Though a copywriter’s fee will add to the overall cost of your new website, in return, you’ll get fresh content (see above) that will help your website:
1. Promote your business, products, or services effectively
2. Rise up the search engine results
3. Increase brand awareness
4. Increase conversion rates
5. Increase sales
But copywriting is a process learned over time and a professional copywriter will command a professional fee for their years of experience and skill. But if you’re serious about how your site looks and performs, using one will be a sound investment.
5. You’re not a copywriter – I am
As I mentioned right at the top, you’re an expert in your business, your products, or the services you provide. You’ve made mistakes along the way and learnt from them over time to be a success. You’ve been there and done that – a copywriter has been there and done it too.
A copywriter doesn’t need to be an expert in your business or industry to write like one. A good copywriter will ask questions to find out more. They’ll look at your current marketing. They’ll research and look at your competitors. And they’ll also draw on their experience as a writer – and a consumer.
A good copywriter has learnt the skills needed to write concise web copy that’s original, easy to read, has the right tone and the right message for you and your business. They know how to give you well-structured content that will get people onto your site and stay there. You’re not a copywriter – I am.
Giving you the edge
So there you are. Five (good) reasons why you absolutely should hire a freelance copywriter. It’s not an exhaustive list, but it tells you why you should let a professional copywriter write your website content. Hiring a good one will be a smart move – and one that gives you the edge. And that’s what I’m here for.
More and more businesses are hiring a professional copywriter to grow their audience. But what are their results? Find out in a previous blog: Can Professional Copywriting Really Work For Your Business?
Don’t miss out. Increase your traffic – and sales – with great content and copywriting today. Contact me today and let me help you, your business, and your website to the next level with copywriting that really works.
The content was exactly how I hoped it would be. Graeme had clearly researched and understood the area of law and this was a very complex topic. His communication was efficient and the process effortless. He will be a regular content writer for my site.
Mark Riley | Managing Partner | MJR Solicitors