To this, I say absolutely, yes. Professional copywriting that’s high quality, well researched, and engaging really can work for your business. And with a healthy dose of SEO mixed in, it can make a real difference to your brand and your bottom line.
Of course I’d say that. I’d be lying if I said I wasn’t biased in this argument because, well, I’m a B2B and B2C copywriter.
That said, many of us copywriters still find ourselves in education mode a lot of the time.
Whether we’re talking with clients, chatting at a networking event, or even socialising, we’re fighting the good fight for great copy and pushing all the benefits it can bring.
Why Use Professional Copywriting?
There are plenty of reasons why your business really should use a copywriter. But there are still businesses who don’t. The ones who aren’t ready to buy into good quality, professional copywriting or don’t yet see it as a worthwhile investment. The reasons why can be a mixed bag.
“We can’t afford it.”
“We’ve spent too much on the website.”
“There’s no need for it – our products sell themselves.”
“It’s only words – we’ll write it ourselves.”
While some of these statements might seem dismissive, others may (or may not) be true, depending on your opinion. Either way, they can all be counterintuitive – maybe even detrimental – to the success of your product, service, or your business.
Professional copywriting is more than ‘just words’. It’s the gentle art of persuasion with added empathy and understanding of your customer.
Their pain points.
The things that keep them awake at night.
The things they don’t know they can’t live without.
Copy and content is the key to increasing your brand awareness, your conversion rates, and your sales. But there is an added ingredient that can make great copywriting even more effective.
Professional Copywriting With Impact
As a freelance copywriter, it’s sometimes difficult to find out what impact my copy has on my client’s business. They may not be analytics addicts or metrics masters, and that’s fine. But they do understand the value of well written and informative copy and the effect it can have on their customers.
Even so, I’m usually none the wiser on how many conversions any blog or web page has created.
But when clients get serious about their content and commit to investing in it long term, they get an SEO expert on board. Someone who’s able to uncover the most relevant words or phrases being used by your ideal customers when they’re searching for similar products.
It doesn’t matter if they’re a freelance SEO expert or part of a full-service agency. The knowledge and experience they have in search engine marketing can bring fantastic results.
Real Results For Real Clients
Recently, two of my clients have given me feedback on the direct impact my copy has had on their search engine results. Though very different businesses, they highlight how well-written and engaging content – with added SEO – can really work. The following live examples show you how:
– Example 1
Who: Workwear clothing brand | Age: Start-up (less than a year old at the time)
Their original website did a job for them, but they now wanted to upgrade the site with new copywriting throughout. The web design agency they were using recommended me as a freelance copywriter and I joined the project to write 15 pages, plus page titles and meta descriptions for each one (these are the little snippets of info you read in any Google search results page).
The agency’s SEO team prepared a list of relevant search terms and phrases for me to use throughout the site’s new content. All these terms were a direct result of words potential customers were using when searching Google to look for similar workwear products.
The result? In the first month of the refreshed site going live, some pretty impressive stats came across to me. Overall traffic had increased by 29% (compared to the same period the previous month). As well as that:
– Site users were up by 37%
– Organic traffic had risen by 25%
– Sessions had increased by 32%
The site and its pages were getting seen more because they included relevant search terms.
– Example 2
Who: Will writing & estate protection company | Age: Well established
While this company’s website has low rankings, they were keen to push certain services they were offering. To help them, they began working with my client, a specialist search marketing agency. They recommended a series of informative blogs to include specific target search phrases.
By adding strategic keyword research into each blog, it would create traffic from web searches. This would add a high amount of authority on to their corresponding service page. In turn, this would increase the overall power of the site, while each new blog would bump it up further.
To kick start the process, I rewrote an older blog they already had on their site which was getting minimal traffic. But it could be doing much better. I added the target search phrase (a long tail keyword) and increased the article’s length from 500 to 1,000 words.
The outcome as the post jump up 84 positions in the search results. From languishing on page 9, it reached the bottom of page 1 in just a couple of weeks.
The Recipe For Success
Both these examples show the power of professional copywriting. The web copy in example one was in an informal, conversational style for a lifestyle product. The blog article in example two was more formal in tone, but added real in-depth value to the reader on a complex subject.
While both differed in subject matter, tone, and style, the copy in each example was engaging, informative, and helpful to the specific audience – criteria Google will reward your website for. But adding targeted SEO is the icing on the cake. It will make great copy even better by being even more effective and working even harder for you. Content is still king after all.
That’s why professional copywriting really can work for your business.
Let a professional copywriter help you
When you’re looking to refresh your website or create a series of blogs to push your products or services, getting a professional copywriter on board can be a sound investment. Even targeted product descriptions can play their part in driving traffic to your site.
Increase your traffic – and sales – with great content and copywriting today. Contact me today and let me help you take the next step – and I know a few SEO experts that can help you too.
As a start-up brand, we needed SEO web copywriting that could help us increase traffic to our site and boost our sales. Graeme’s copy helped increase our organic traffic by 25% and our overall site traffic by 29% in the first month of going live. Brilliant job! Highly recommended.
Amanda Marshall | Owner | 3 Donkeys Clothing Ltd, Devon