It’s easy to forget sometimes that copywriting is a honed skill just like any other profession.
Yet many people – particularly small businesses just starting out – take a DIY approach to writing copy in an attempt to save money. Heck, we all know how to write after all, don’t we?
Sure we do. However, a professional copywriter can offer more than just a firm grasp on grammar and spelling. Read this before you decide whether or not to swerve this important service.
A professional copywriter can:
Support your business objectives
The main purpose of small business website copy is to persuade or help the reader to complete some form of goal that will help your business. That goal could be anything from making a purchase, filling out an enquiry form or simply spending more time reading the content on your site.
There is a subtle science behind copywriting; a psychology of sorts. Well-chosen words in well-chosen places can evoke emotions or prompt important actions that would not have occurred had the copy not been expertly written for this very purpose.
Write with SEO in mind
Another key benefit of hiring professional copywriters is their ability to write in an SEO-friendly manner. Most are well-trained in this essential aspect of online content writing, and can provide advice on best practices as well as write copy that is engineered to drive traffic to your website.
Copy that is SEO-friendly will be concise, scannable and contain the correct keywords in appropriate volume. These elements combined will ensure that your website and content is found by the right people, and ranked highly by search engines.
Connect with your audience
Researching and understanding the needs and pain points of a target audience is usually the first port of call for a professional copywriter taking on a new project. They will take the time to get to know your audience as well as you do, and then build upon this knowledge to deliver targeted copy that will resonate with and motivate them.
Keen business owners can sometimes get so carried away with trying to sell to people, that they forget simply how to talk to people through their web copy. This is an issue that an impartial copywriter can help you avoid.
Speaking of being impartial, there is another key reason why hiring a copywriter from outside your business can be so beneficial: they can write objectively. Business owners, particularly with new start-ups, can get carried away when writing copy for their websites, purely because they’re so close to it.
Your business is your baby, and so it becomes very difficult to separate the truly important things from the less important. Copywriters are trained to cut right through the unnecessary information and focus solely on what your customers truly care about.
Save you time
You’re a business owner with a million important things to juggle on a daily basis, so it follows that copywriting will take a back seat. This often leads to the writing being rushed or neglected altogether, which of course spells disaster for the performance and appeal of your website.
In this situation, hiring a copywriter becomes a total no-brainer. If you don’t have the time, find somebody who does. Copywriting agencies and freelancers will be able to work with you to devise a writing schedule that fits your needs and timescales, leaving you with more time to concentrate on keeping your business running smoothly.
Write copy worthy of your website
Having devoted so much time, money and passion into getting your new website looking so slick, it would be a shame to ruin it with unworthy copy. It makes far more sense to populate your site with copy that matches up to the quality of its design, and that’s where a professional writer can help you out.
Copywriters are trained to adapt their writing styles to suit different sectors and subject areas, as well as create different tones of voice to match purpose and surroundings.
Quite often you’ll find that design agencies offer integrated services. So, it’s very likely that the agency who designs and builds your new website will also offer professional copywriting for small businesses, to ensure your site isn’t just a pretty face. You guessed it; here at (hug) we do exactly that – our SEO copywriting services will help you talk to your customers about the things that really matter, and firmly support your business objectives as a result.
So get in touch, tell us what you’re thinking, and we'll help you tell your story.