Why hire a copywriter?

You know your business inside and out. You've spent countless hours developing your products, refining your processes, and building your brand. So, when it comes time to put words on your website, it may seem like a no-brainer to handle it yourself. After all, who knows your business better than you do? And it’s just words, right? We all know how to write…

Before I go on about how useful I am, here’s some data for you:

• Websites with strong copywriting have a 124% higher chance of generating leads, according to a study by QuickSprout.

• HubSpot reports that companies that blog get 55% more website visitors and 67% more leads than those that don't.

• According to a survey by the Content Marketing Institute, 61% of consumers are more likely to buy from a company that provides custom content.

If you’re here, you’re probably already sold on the benefits of having content on your site. And if not, you’re maaaaybe coming round to the idea after seeing those stats.

Either way, you know words can attract customers, and that they need to be good to do that.

But here's the thing: writing effective copy is a specialized skill, just like plumbing and flying a plane. OK, people won’t fall out the sky if your copy’s not up to scratch, nor will your toilet explode (sorry for the visuals)...but it might affect your business.

Got some more data for you…

1. Bad copy = lost sales: Poorly written copy could turn off customers. According to a study by Global Lingo, 59% of people would not do business with a company that had obvious grammatical or spelling mistakes on its website. And yes, spellcheck, Grammarly and ChatGPT sometimes get these things wrong. As do humans, of course – but when you combine a human with the three tools mentioned above, then you’re watertight.

2. Damage to your brand rep: Bad copywriting makes a business look unprofessional. It’s also confusing. Imagine visiting the M&S site and reading a product description that sounded like it came out of the mouth of a London market trader, or even a super high-end boutique. Confusing? Yes. Off-putting? Definitely.

3. Legal issues: There’s a reason financial, medical and legal companies use specialist copywriters. As in, specialised in their niche. Inaccurate or misleading copy can land you in hot water, and not just from a reputation perspective: false advertising will cost you.

4. Poor search engine rankings: Search engines prioritize high-quality content, so poorly written words will hurt your SERP placing. According to a study by SEMrush, the average content score for pages that rank on the first page of Google is 77.2, indicating that high-quality content is essential for SEO success. And with the recent ChatGPT content boom, having something that was clearly written by a human will help you cut through. Don’t believe me? Why don’t we ask the AI of the hour?

Pretty solid advice. Let’s dig deeper…

So there we have it. It's not just about putting words on a page, or conveying information. It's about creating a voice that reflects your organisation, communicates your value, and inspires action.

Those words have a lot of weight to pull.

What does a copywriter actually do?

Essentially, a copywriter is a professional writer who specialises in creating content for marketing and advertising purposes. This includes everything from web copy and blog posts, to scripts, radio ads, landing pages, email newsletters, and social media updates.

It’s the copywriter's job to write content that not only sounds good, but also drives action. They have various techniques for persuading readers, whether that's making a purchase, filling out a form, or subscribing to a newsletter.

But this goes deeper than just knowing a few persuasive words…

The copywriter (if they’re a good one) has a deep understanding of the target audience and their needs.

They need to know what motivates their readers and what struggles they face. Armed with this knowledge, they can craft a message that speaks directly to their readers and offers a solution to their problems.

Can you see the wood through the trees?

You might think – well sure, a copywriter can learn about my audience. But no-one knows them quite like me. Ergo I should be the one to write the copy!

You know what? In some cases, this is a great idea.

There are plenty of cases where the business owner has not only done this well, but used themselves as their best sales tool. Gary Veynerchuk, Sophia Amourso and KFC’s The Colonel all sold their product using their own voice in the early days, and it worked.

They had a vision in their head, and the creative skills to bring that to life via the written word. If you can do this, then more power to you.

But it’s not for everyone.

Time, effort and creativity aside, many business owners struggle with this because, to put it bluntly, they’re too close to their business to truly be objective about things.

There are two copy killers when it comes to business owners writing their own content:

1. They’re too familiar with the product/service/website, and can’t see what customers might struggle with; and

2. They’re too emotionally involved in what they want (sales), meaning they miss what their customers want.

A copywriter – and especially an external one – can dodge these things and look at your business with fresh eyes.

In addition to understanding their audience, a copywriter must also have a strong grasp of language and writing techniques. This includes everything from grammar and punctuation to storytelling, persuasive writing, and brand voice.

Overall, a copywriter is much more than just a writer. They are a strategic partner who can help you communicate your message effectively and achieve your business goals. Whether you need to generate more leads, improve your online presence, or simply connect with your audience in a more meaningful way, a copywriter can help you get there.

Why hire a copywriter? Here are three reasons why

1. Save time! A copywriter can save you time and energy. Writing copy takes a lot of effort (yes, even with chat GPT helping you along), which can be a major distraction from your core business activities. By outsourcing your copywriting, you can focus on what you do best while still ensuring that your website has the high-quality content it needs to succeed.

2. Stand out: A copywriter can help you stand out from the competition. In today's crowded online marketplace, it's more important than ever to have a unique voice and a compelling message. A skilled copywriter can help you differentiate yourself from your competitors and make a memorable impression on your audience.

3. Boost visibility: A copywriter can improve your search engine rankings. By incorporating keywords and other SEO techniques into your copy, a copywriter can help your website rank higher in search engine results, which can drive more traffic to your site and ultimately lead to more sales.

Should I hire a copywriter, or use ChatGPT?

I’ll let ChatGPT answer, because it’s lunchtime here and I need a break. Oh, the irony!

Boom.

Fancy working with a copywriter who offers expertise and only very occasionally needs to break for lunch? Get in touch and tell me about your projects. We’ll see if I’m the right fit for your needs.