Why Smart Businesses Invest in Copywriting

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Website Copywriting

You know what you want to say on your website and what you want people to understand, but let’s face it — it’s hard AF to actually do! You have to understand how to craft your message so the right people pay attention, connect, and take action by subscribing, buying, inquiring, reaching out, requesting a quote, etc.

Most people who write their own copy end up being critical of what they write. They make self-editing a pain in the ass while second-guessing every word used. It ends up being a massive time suck and makes the process even slower than it already is.

Copywriters extract the jumble of ideas and words from your head. They figure out the best way to organize, communicate, and present the information, ensuring you put your best foot forward and sound like the professional, trustworthy, and capable person you are.

Copywriters Make You Sound Amazing

When you work with a copywriter, they capture the best version of you. They turn your words into compelling, captivating, and persuasive content that helps you sell your services. When someone new comes to your website and reads your copy, it’s like speaking with you on your best day.

When your copy sells for you — when it helps people self-identify as a fit — your copy transforms your website into a reliable 24/7 salesperson. It’s working even when you’re not — growing your email list, making sales, generating leads, and filling your pipeline with new clients.

Bonus: You no longer have to convince people to hire you. All you need to do is confirm fit and details.

What you may not realize is that copywriters not only focus on the words themselves but also the tone, style, and consistency that mirror your brand’s voice across all platforms. A cohesive brand image and messaging shows that you are organized, professional, and reliable in all aspects of your business, which builds trust with potential clients. 

Whether it’s the playfulness of a start-up or the formality of a law firm, a skilled copywriter adapts to your unique brand voice, ensuring that every word and message is aligned with your overall brand strategy.

It doesn’t matter if the site design looks a little outdated — if the website copy is good, people will convert.

Here are a few more ways copywriters can help you get better results from your website:

Time and Cost Efficiency

While hiring a copywriter may feel like another expense in your business, it can save you time and money. Hiring a copywriter is an investment in your future success. They can produce great copy faster and free up your time to focus on core business activities.

This means no more wasted time and procrastination, no more guilt for delaying your website project, no more nagging from your designer about getting your copy done, and most importantly, no more frustration trying to write your own copy and second-guessing everything that you write.

SEO Optimization

Keywords, search intent, and search volume metrics are not something that the average person thinks about when writing their own copy, but it’s important for discoverability. Copywriters incorporate SEO strategies into your copy and content, ensuring that your website is found in search engines, ranks well, and increases organic traffic to your site.

It’s not always a huge rewrite that’s needed. Sometimes, a small tweak of changing the order of words in a heading or sentence can make a significant impact — and that’s what copywriters do instinctively

Consistent Brand Messaging

Every piece of content you put out into the world needs to sound like you and reflect your brand’s personality. When you consistently apply your brand messaging across all communications you solidify your brand’s identity and increase trust with your audience.

When you work with a copywriter, they take the time to understand your brand and ensure that all of your messaging is consistent across all mediums, from website copy to marketing content and social posts to emails sent to your mailing list.

Everything sounds like you and your company. This consistency not only reinforces your brand’s message but also builds a strong emotional connection with clients and prospects, making them more likely to engage with your business.

Conversion Optimization

Conversion optimization involves the fine-tuning of your website content to enhance the user’s likelihood to take a desired action, whether that is making a purchase, signing up for a newsletter, or filling out a contact form.

Website copywriters play a crucial role in this process by crafting clear, compelling calls to action and creating persuasive content that guides visitors toward these goals. They know where calls to action are needed, how they’re best used, what copy is needed, how to be persuasive, and understand best practices for driving conversions.

Copywriters understand the psychology behind how people make decisions online and apply proven copywriting techniques, increasing the effectiveness of your digital presence and converting website visitors into paying clients.

Conversion Optimization is more than a single page of copy, it’s a holistic view of website flow guiding visitors from various entry points into your sales funnels and toward a conversion.

Understanding Customer Needs

Your website copy cannot resonate with the right people if you don’t understand the needs of your target audience.

Copywriters start with customer research, identifying the pain points, desires, and motivations that drive your customers. They then transform the insights gained from the research into copy that speaks directly to the right buyers, addressing their concerns and offering solutions that resonate with them on a personal level and guiding them to take the next logical step.

Understanding customer needs is not just about selling to them. It’s about building relationships and trust, demonstrating empathy, and positioning your brand as the go-to expert in your field.

Do I need to work with a copywriter?

No — you can write your own website copy, many business owners do and there are loads of tutorials and how-tos available on YouTube and with a quick Google search.

But a better question might be to ask: “Do I want to spend time learning everything copywriters already know just to write my website copy?

When working with a pro, you know they know all the tricks, formulas, frameworks, and nuances that get people to pay attention, self-select, and take action. Do you want that responsibility?

If so, watch out for these all too common mistakes:

Ineffective Messaging

Far too often, when people write their own copy, they focus solely on the features of their products or services, ignoring the benefits that clients will experience. This can result in ineffective messaging that does not connect with your audience’s desires and needs. When that happens, potential great-fit leads won’t understand that you can help them solve their problem or achieve their goal.

Limited Expertise

Adding words to a page to increase its word count will not help you convert website visitors into paying customers if your words are the wrong ones.

Confusing, meandering copy puts you at risk of appearing unprofessional, and lacking expertise or clarity in your business. You may find yourself struggling to capture the attention of website visitors and converting them into paying customers.

Wrong Use Of Your Time

Crafting effective copy is time-consuming and distracts from more critical business tasks. Instead of focusing on your business, your time is spent writing, editing, researching keywords, and implementing SEO strategies.

For most people, writing website copy and blog posts takes 3x-5x longer than they think. Even those who use AI to speed up that process end up with generic, boring content that sounds like everyone else.

When you sound like everyone else, you don’t inspire clients to choose you.

Benefits of Working with a Copywriter

Copywriters get the mess out of your head and turn it into compelling copy that converts.

When you work with a copywriter, you’ll get:

  • Boosted Conversions: Copywriters guide your audience toward desired actions through compelling Calls to Action (CTAs), ensuring that your website content is designed to drive conversions effectively
  • Fresh Perspective: Copywriters offer a fresh perspective on your brand, highlighting aspects you may have overlooked and transforming features into compelling stories that engage and resonate with your audience
  • Increased Website Traffic: Well-crafted copy by a copywriter can help increase website traffic by attracting more visitors through effective messaging and SEO strategies

If you’ve tried writing your website copy, but it felt hard, you didn’t know what to say, and what you wrote didn’t sound as good as you hoped when you read it back then we should chat.

About Leanne Mitton

Leanne helps small businesses get more people to their websites, then turn those people into new email subscribers, clients, and customers through copywriting and content marketing. If you need help writing your website content or publishing new blog posts that drive results, we should talk.

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