In today’s digital age, having an online presence is important for the success of your small business. But there’s more to building an online presence than just writing a bunch of words about your products or your company.
And more often than not, copy is the last thing you prioritize when managing a business.
However, the right type of copy, at the right time, and in front of the right audience, can mean the difference between a turbo-charged sales machine and a vacant website.
So how do you make time to write web copy when time is a precious commodity? You hire a copywriter.
Professional copywriting defined
As the saying goes, “Anyone can write, but not everyone is a writer.” A professional copywriter not only writes well, but does so in a way that engages the reader and encourages action. This action can prompt conversions for your business, resulting in sales.
Professional copywriters are well-versed in numerous copywriting products and services. These include:
- SEO-driven content
- Advertisement materials
- Web copy
- Press releases
No matter the business or industry, written communication is crucial. Through written content, you can get the attention of your target market and build an online presence. Knowing the ins and outs of your business does not mean you’re the right person to write your own content.
Being an expert of your products does not always translate to being an expert at writing about it. There are certain nuances to selling with copy that is built with years of experience and training.
Below, we look at five key reasons to hire a copywriter for your small business.
1. To increase site rankings and conversions
One of the main reasons to consider a copywriter is to capture the attention of your audience. They understand how to utilize current and emerging trends relevant to your business to produce content that’s engaging and persuasive.
Their ability to write quality content that’s relevant to your brand will translate into more visitors to your site. Copywriters who understand how SEO works will be able to create SEO-friendly content that helps your website rank higher on search engines like Google.
From there, your website has a greater opportunity to persuade prospects into becoming customers.
2. To correct incorrect grammar
Which of the following sentences is incorrect?
- I don’t want nothing from you.
- I don’t want anything from you.
The correct answer is neither. While they may appear to say the same things, both sentences focus on a different emphasis.
In fact, both sentences are stating two opposite things. The first is an absence of desire using a double negative (don’t and nothing). The second uses a negative (don’t) and a positive (anything) to state a lack of desire or emphasize that there is no need to desire anything.
When carving out your space in a competitive marketplace, grammar plays a crucial role in increasing your brand’s credibility. Misuse of language and grammar gaffes can reflect poorly on your business, negatively impacting your business’s online reputation.
3. To add style and substance
The right copywriter for your business is one that can match your desired tone of voice while still adding unique flair.
This “flair” is a distinctive quality that a professional copywriter brings to your business. It can help you differentiate your business from its competitors and showcase your unique selling point (USP) in impressive fashion.
4. To focus on more important things
One thing no one ever discusses about writing copy is that it is a consuming task.
Writing well and creating engaging and persuasive copy can be a lengthy process, particularly as your copy has to reach audiences across a variety of mediums such as your website, email, and social media.
A professional copywriter will allow you to focus on big-picture items that demand your attention while still getting your key messages across.
5. To avoid writing while being too close to the subject matter
While it’s a good thing that nobody knows your business better than you do, it becomes detrimental when it comes to copywriting. When you craft your own copy, you unwittingly insert technical jargon that may be confusing to those not in your industry or the general public.
Being entrenched in your industry 24/7 often means getting caught up in the details. A copywriter has outside perspective that can be useful in presenting your information in a way that attracts potential customers.
A copywriting recipe for success
A good copywriter that can capture your desired tone of voice can be a smart investment for your business. Not only can great copy help you better communicate your products or services to your customers, but it also spells the difference between you and your competitors.
Hisham Wyne is an award-winning copywriter, brand consultant and content creator based in Dubai. He has over a decade’s experience in helping brands get their messages right. From crisp web copy and zippy brochures to in-depth company profiles and analytical annual reports, Hisham makes words work for you – so you can sell better, gain visibility, and give your brand a unique voice.