Why Hire a Copywriter for your Website?

Tight marketing budgets are made tighter by the costs of website development, graphic design, or photography. And make no mistake – these are certainly worthy uses of your company’s money (disclaimer: I am married to the world’s best photographer). They are the vehicles of your brand’s identity. But the words – the actual words – drive those vehicles. Your words do the heavy lifting of convincing the customer why they should care about your product or service.

Here are three things a good copywriter can do for your business.

We boost your credibility.

Have you ever spotted a glaring error on a sign, and wondered whether this sloppiness would extend to the product or service being offered? No? Just me?

You may not the type that cares about or even notices these things. But there is a whole other set of folks out there who do! Errors, especially when plentiful, make a poor impression on some of us. However, even those who claim not to notice or care about a company’s lacklustre marketing efforts are judging subconsciously. I'm not kidding.

When you hire a professional copywriter, you’re telling the world you care enough to invest in how you present your brand. Your customers may not even be conscious that the information is thoughtfully presented in a way that’s easy to understand, or that the sentences compel them to keep reading. But these things will be happening, and you’ll have good copywriting to thank.

We seduce them with your story.

Your business definitely has a story to tell. And as you know, today’s consumers are all about storytelling! Why has this buzzword taken the marketing world by storm? Because stories humanize your brand, and customers want to connect with humans.

The stories of your brand come in three flavours: the story of how the company got started, which helps people relate to you; stories of the unique individuals who work at your company, which build trust and connection; and stories shared by your happy customers, which establish authority. There’s a whole treasure trove of precious content waiting to be mined. Storytelling gold!

A copywriter is well-versed in extracting the most compelling aspects of your brand’s story. We know how to use language creatively to infuse your stories with emotion. Most importantly, we can leverage them to connect with the people you hope to reach.

We help people find you – and compel them to keep reading.

SEO copywriting is designed to get your site to rank highly on Google, and that’s obviously important! But conversion copywriting is what gets people to keep hanging out on your site once they find you. Both types of writing have to sound good, and they often coincide. But there are nuances between the two.

The biggest difference is the intent. SEO-friendly copy incorporates keywords, liberally but not indiscriminately – done badly, your copy would sound awkward. (After all, your true audience isn’t an algorithm, it’s people. And as the legendary Julia Child wrote, “No one’s more important than people!”) (She was talking about friendship, but the sentiment applies universally.)

Meanwhile, the primary job of conversion copy is to get people to take action. Usually, that action is “buy something”, but you might also want to get readers requesting a quote, signing up for your newsletter or following you on social media. Here too, the language should be engaging, but it should also be very active and specific.

That’s where an experienced copywriter comes in. We help define your objectives, then use SEO and conversion copywriting principles to meet them. And since these principles are constantly evolving, we keep abreast of the latest.

Copywriters deliver more than words.

Given the myriad of elements involved in what appear to be mere words, copywriters are indispensable. We haven’t just honed our writing skills over many years; we’ve invested time and energy in studying the mechanics of writing, the art of storytelling, and the mysterious world of marketing in the digital age. And we get a kick out of using what we've learned to help a business shine.

Interested in hiring a copywriter to tell your brand’s story? Let’s chat!