Genuine Reasons To Hire A Copywriter And See Results
- adamburkewriting
- Oct 28, 2024
- 17 min read
Updated: Jan 7
Should you hire a copywriter for your business?
In short: Yes!
But of course, I would say that wouldn’t I? I’m a writer and I’m trying to sell my services to you as a business owner.
Let’s park that for a moment. Put aside my naked conflict of interest and imagine I’m a neutral AI sharing crystal clear, business boosting information that will tell you that you should say yes to the question 'should I hire a copywriter?'.
Today, words matter more than ever. Don’t believe me? Just check out what you’re up to when you’re procrastinating from those tasks you should be doing.
Whether that’s mindlessly scrolling on X or going down a YouTube rabbit hole. They both use the power of words to communicate their value to you.
In this example, the value is entertainment. But the power of words can be used to achieve more than passing the time.
Words are everywhere. From website copy to social media posts. From SEO-driven blog content to email marketing. And they matter more than ever. Why? Because they’re your main tool when speaking to your customers.
But while content creation is key to a business’s success, many business owners find themselves asking a crucial question: Is it really worth hiring a copywriter?
At first glance, writing might seem like a task anyone on your team could handle. After all, you know your business better than anyone, right?
If you dig a little further though, you’ll find crafting the kind of content that drives business results like generating leads or increasing your sales takes more than knowing your business and stringing some sentences together.
It requires a strategic approach. An ability to get into the mind of your ideal customer. You want to solve their problem with your solution. You want to satisfy their wants. Words, put together in the right way, can help you get there.
Hiring a professional copywriter for your business is more than just an expense. It’s an investment. An investment that will continue to pay off long after the words have been written down.
You may be looking to save time, boost your SEO rankings or improve your brand’s messaging. A professional copywriter can be the difference between content that sits there accumulating digital dust or content that actively works to grow your business.
Let’s dive into the key reasons why hiring a copywriter can significantly benefit your business and help you achieve long-term success.
Professional Copywriters Understand How to Get Results
Compelling, Audience-Centric Copy
Professional copywriters get that great copy starts with knowing your audience. They take the time to research your target customers. They get to know their pain points and desires.
Armed with this insight, they can then tailor the message to speak directly to the needs of the customer. They explain the benefits that your customer could have rather than simply listing features.
For example, a professional copywriter will create product pages that highlight how your offering solves a specific problem your customer is experiencing rather than writing generic product descriptions.
This greatly increases the chance that customers will engage and click on your call to action (CTA).
Understanding the Psychology of Persuasion
Copywriters present words in a way to influence customer behavior once they’re on your site.
Techniques such as scarcity (e.g., “limited time offer”), social proof (e.g., testimonials) and calls to action (e.g., “Get started today!”), can guide readers from interest to decision.
A professional copywriter can turn your landing page into a conversion hotspot. They can write copy that grabs the reader’s attention straight away and immediately directs them into your sales funnel.
Your product or service can be shown in its best light while providing a clear path to purchase.
Strong, benefit led copy improves conversion rates and helps turn casual visitors into paying customers.
SEO Expertise for Increased Visibility
The right people need to see your content in order to buy what you’re selling. Getting your product or service in front of them is vital for increased conversions.
Professional copywriters incorporate search engine optimization (SEO) strategies so that the copy they produce is engaging and discoverable by search engines.
They can seamlessly integrate keywords, optimize headings and write meta descriptions that help your site rank well on Google and Bing whilst maintaining readability that human beings won’t find torturous.
Blog posts are good examples of content that can rank well in search engines and drive organic traffic to your website.
With targeted, SEO-Optimized content, your business can attract qualified leads who are actively searching for what you offer.
Aligning Copy with Your Business Goals
A skilled copywriter can craft copy that perfectly supports your overall business objectives.
If your goal is more brand awareness, then a copywriter would focus on volume of content across various channels to increase your exposure to a wider audience.
Alternatively, if you wanted to focus more on sales growth then a copywriter could design promotional campaigns or email marketing for up-selling and cross-selling products to existing customers.
Maybe you’re already confident in both of the above, but your customer engagement could use some work. Well, you could just get your copywriter to publish some educational blog content, social media updates or newsletters.
The above is not an exhaustive list of how to align copy with your business goals. That’s something you can discuss with a copywriter when you’re ready.
Consistency in Voice and Message
Building a strong and recognizable brand is essential for long-term success.
Why hire a copywriter for this? Consistency.
Consistency can be one of the foundational stones of a loyal customer base.
A professional copywriter will create a consistent tone and message across your copy which goes a long way in creating a memorable brand identity.
Customers are more likely to trust a consistent voice. They’re more likely to return for more of your content. And they’re more likely to buy from a voice they know and trust.
Save Time and Grow Your Business
High Quality Copy is Time Consuming
Running your own business comes with a long list of responsibilities.
These run the gamut from managing operations to focusing on growth strategies. Creating content fits in there too, but it’s a time consuming task that may not be where your strengths lie.
Copy that does its job well isn’t something you can push out the door in a rush.
It requires research and strategic thinking along with drafting, editing and revising.
Outsourcing your content creation to a professional copywriter will give you back time and mental bandwidth to spend on what really matters: growing your business.
Focus on Strategic Growth
As a business owner, you want to be spending more of your valuable time focusing on your
overall plans for growth rather than digging into the minutiae of content creation and everyday admin.
Hiring a copywriter can take a huge chunk of that content creation burden off your plate and leave you with plenty more time to scale your business.
Instead of agonizing over every word in your new email marketing campaign, you can leave it to your copywriter and get on with the more exciting business tasks like improving your product or planning your next big launch.
Where Efficiency and Expertise Meet
Like anything, the more you do it the better you become at it. The better you become at a skill the less time it takes to do the same task. This makes you, in a word: efficient.
Copywriters are efficient at - you guessed it: copywriting.
This efficiency allows them to produce high-quality copy for you and your business in a much shorter time window than you could produce yourself.
Plus, you’re saving yourself time and money and putting your skills to use in other areas of your business.
Reduce Content Deadline Stress
If you’re producing your marketing content for your business yourself, then this is one task amongst many others competing for your attention.
Many of these other tasks can have tight deadlines too. It’s easy for these other business priorities to take precedence, leading to stress and as a result: rushed content.
This can hurt the quality of your messaging and reduce the ROI on the content you do produce.
For example, say you’re launching a new product and need sales copy. You have to produce email sequences, social media posts and maybe even video scripts. The pressure to create all of this can be immense.
Instead, hire a copywriter. Now you can focus on the logistics of your launch and be confident that the copy will be ready when you need it.
Focus on Core Competencies
Essentially, this subheading is a nice way of saying ‘stay in your lane.’
But seriously, as a business owner your expertise likely lies in running your business.
Copywriting is important too, but it’s a specialized skill that requires a lot of practice and trial and error. It’s much easier to delegate this and ensure your business gets writing from an expert while you focus on what you do best.
Improve SEO and Online Visibility
Having a great product or service is all well and good and it should be enough to get you seen. But it’s not.
At least not online.
You need good Search Engine Optimization (SEO) to get you on those coveted first page search results.
Professional copywriters know how to go about getting you there. This can only be a good thing for your business (providing you’re offering a good product or service!).
So, how will a copywriter improve your business’s online visibility?
Researching and Integrating Targeted Keywords
A copywriter will identify and incorporate high value keywords that your potential customers will be searching for.
This requires some research that the copywriter will do as part of their service. The ultimate goal being to get your page or website to rank highly in search engine results pages (SERPs).
For example, you may have noticed I have sprinkled some high value keywords throughout this blog post. Keywords such as ‘copywriter’ and ‘hire a copywriter.’ This is because in the mind of my potential customer, I’m hoping they’re searching for ‘hire a copywriter’ or even ‘do I need to hire a copywriter?’
Again, the answer is yes! Of course!
Optimizing On-Page SEO Elements
This is just referring to the SEO ‘fixtures and fittings’ that affect SERP rankings.
Things such as title tags, meta descriptions and where to use certain tags like H1 or H2.
Not particularly laborious, but it is important as search engines rely on these elements to know what your website or page is about.
Better to not even worry about such things and leave it to the copywriter, right?
Creating High-Quality, Relevant Content
If you want your website (or page) to rank well, you want to be producing high-quality, relevant content. Not just because it’s morally righteous, but because search engines favor this content.
Good for the soul and good for your search rankings.
Hire yourself a copywriter and they’ll sort this out for you. They’ll make sure your content is well researched, informative and actually nice to read.
Increasing Dwell Time and Reducing Bounce Rates
You want your customers to arrive at your website and stay. They should be looking like Rodin’s thinker within a few seconds. You want to avoid being the kind of site or page that makes a customer drop off within a few seconds.
This can be avoided by providing a positive experience for the customer.
Sales copy that is clear, provides answers to pain points and offers a solution is a positive user experience. Likewise, engaging and well written long form content like blog posts or case studies will hold your customer’s attention and keep them on your site longer.
Having longer ‘dwell times’ on your site or page lets the search engines know that your content has something to say and deserves to rank higher in the SERPs.
Building Internal and External Links
Link building is another important step in having a good SEO strategy.
Internal links (links to other pages on your site) improve navigation and hold a customer’s attention for longer.
External links (links to reputable sources outside of your website) help to add credibility and context to the topic you’re writing about.
You can hire a copywriter to add these links tastefully to your content. For example, they could write a blog post about a service or product you sell and then link internally to a service or sales page on your website.
In the same vein, they could add links to higher authority sites in your industry to add weight to the point being made. Done effectively, this can signal to search engines that your content is trustworthy.
Optimizing for Voice Search and Mobile SEO
Voice assistants like Siri and Alexa are very commonly used now by potential customers. The reliance on these types of assistants will likely increase with the AI rollout major mobile device manufacturers are showcasing.
Your future copy will need to account for this way of accessing information online. Professional copywriters can help you with this.
They can optimize your content for mobile users and voice search queries. These types of queries are generally more conversational and longer than typed queries.
Your copywriter can incorporate more natural sounding phrases into your copy so that it matches up with how people will be searching via voice search.
The headline for this post is not a bad example. “Is it worth hiring a copywriter for my business” is something that is to the point and clear, but also something I can envision asking voice search to help with.
Updating and Refreshing Content
SEO, like the internet itself, is dynamic and ever changing.
Having your content optimized for SEO isn’t a one-off task. Content can frequently become outdated. Also, search engines can change their search algorithms which can make your previous SEO strategy less effective.
For example, you could have some existing sales copy from two years ago that’s now behind the times. A copywriter can refresh this copy to match it with current trends and update the strongest keywords. They can restructure the copy to make sure it continues to attract traffic and rank well on SERPs.
This all sounds like a lot of extra work though, right? Hiring a copywriter frees you up from this content maintenance and allows you to focus on higher priorities within your business.
Enhance Your Brand’s Professionalism and Credibility
As with most things in life, first impressions are everything. Online, your copy or content is often the first impression a potential customer has of your company or brand.
This can be the copy first seen on your landing page or the first few paragraphs of an attention grabbing blog post.
Either way, you and your company are being judged and this is where you want to impress quite quickly.
How Professional Copy Elevates Credibility
Firstly, attention to detail is crucial. Hiring a copywriter can help achieve this by using their eye for written detail. They can ensure your copy is free from grammatical errors and awkward phrasing.
They can iron out any inconsistencies and polish off the occasional spelling error. This higher level of quality subtly shows that your business cares about quality and wants to provide value.
Consistency in voice also lends credibility. A professional copywriter can provide your content with a consistent tone across all the copy you put out there.
Whether it’s emails, sales copy, social media posts or blogs. Having this consistent voice strengthens your brand and makes it identifiable.
Alongside this brand recognition comes trust. As long as you’re also providing the level of quality mentioned above!
Quality and consistency are both important aspects for your copy. But there’s a third metric that is also required. Clarity.
Hiring a copywriter allows you to produce copy and content that can communicate complicated ideas in an easy to digest way. A copywriter can take everything you want to say about your business and package it into easy to read chunks that go directly to your customer’s mind and stay there.
Examples of How Credibility Impacts Customer Perception
Professional Website Copy
Imagine a website landing page with poorly written and confusing content. It instantly creates a feeling of doubt in your customer. Questions about whether your brand is even reliable are the first things to enter a visitor’s head. You want to avoid this.
Now instead, imagine a website where the second it opens you find clear and well-structured copy. The brand instantly appears more trustworthy and established. It goes without saying that the customer doesn’t have those feelings of doubt mentioned above and ends up staying on the site longer. Ideally, this will result in more sales for your business.
Error-Free Marketing Material
Think emails, social media posts or newsletters. Any spelling or grammar issues here can be incredibly off-putting for a potential customer. This is especially true for social media posts or marketing campaigns where trust still needs to be established.
It’s less of an issue in your emails or newsletters because the readers of these are likely customers who have signed up to your list. They are likely more forgiving of the occasional error. It needs to remain an occasional error though and not become a consistent issue.
This is where hiring a copywriter can give you peace of mind. They can ensure all your marketing materials are error-free and of the highest quality.
Customer Focused Product Descriptions
A product description that isn’t clear isn’t doing its job. Which is to explain to a customer, who already wants the product, why this product is the best fit.
A professional copywriter will highlight the benefits and features of the product in the clearest and most engaging way possible. They’ll work with you to find out your customer feedback and then weave this into your copy so that you’re speaking to the customer in the language they want.
Why Professionalism Matters for Your Bottom Line
Trust leads to conversions
If your brand is trusted, then customers are more likely to follow your calls to action.
This can be buying your product or service. It can be signing up for your newsletter or it can even be just reaching out to you for information.
Professional copy will lead to higher conversion rates and repeat business by building your credibility and developing trust.
It sets you apart from your competitors
At the highest level of competition, which is where you want to get to I’m sure, the tiny details can make the biggest difference.
Something as seemingly small as high quality copy can be a deciding factor in a customer’s decision to choose you.
Having the professional, consistent voice I mentioned early goes a long way here. It can give your brand that edge it needs to stand out in a sea of other companies.
It gives you long term customer loyalty
I’m essentially talking about trust again here. Doing what you say you will do is essential for building long lasting relationships with your customers.
The professional, high quality copy I’ve been boring you with does bear repeating. Over time, as long as you deliver on what your high quality copy says, you will develop a very positive perception of your brand that will encourage customers to return again and again and even recommend you to others.
Copywriters Speak Directly to Your Audience
Copy isn’t what sells your product or service. Ultimately, product/market fit does that.
The point of copy is to explain to a customer why your product/service/solution is the right one to their problem or desire.
This is where one of the most valuable skills a professional copywriter can provide you with shines through. It’s the ability to connect with your target customer and cut through the fluff.
It’s about engaging with them through words as if it were a one-to-one conversation.
A copywriter can achieve this in a few ways:
Audience Research and Segmentation
They’ll take the time to understand who your customers are.
This can mean segmenting them based on demographics, purchasing behavior and ‘psychographics (values, interests and pain points).’
For example, imagine you’re an SaaS (software as a service) company and you want to target small business owners. A professional copywriter can tailor your content to focus on ease of use and affordability for small business owners. Or, if you focused on corporate clients, your copywriter could highlight scalability and ROI.
The point here is that understanding your customer allows you to avoid generic messaging and really hone in on who they are, what they want and why you’re their best fit. A professional copywriter helps you in this direct messaging and gives you copy that speaks directly to your target.
Addressing Audience Pain Points and Offering Solutions
A professional copywriter can use one of a number of frameworks to structure your copy. This structure depends on the goal you want the copy to achieve.
When it comes to addressing pain points, a copywriter will address specific problems your target customer is having. They will explain the problem in detail and then offer a clear and actionable solution to the problem: your solution.
By understanding your target customer and the problems they’re facing. Your copywriter will help you avoid focusing on vague, general benefits and stick to providing clear, effective solutions.
Crafting Clear Calls to Action That Drive Engagement
Your calls to action (CTA) are one of the most important parts of your copy. They’re often the last step before a customer makes a purchase or reaches out for a discussion.
A well written CTA converts interest into action. Hiring a copywriter for your business ensures you get CTA’s that do their job.
A copywriter understands how to craft CTA’s that feel natural to your customer or reader. They’re motivating and guide readers toward the next step without feeling ‘salesy’ or pushy. Ideally, your customer wants to see the CTA before it’s even there.
As an example, an e-commerce brand might have a CTA that says ‘Buy Now!’ A professional copywriter can come in and change that to something that flows better within the copy and is more motivating for a potential customer. So they change it from ‘Buy Now!’ to ‘Discover your perfect fit today.’ This second CTA spoke directly to the customer’s desire. Something they were already thinking. It created a more personal connection and provided encouragement rather than a demand to click the CTA.
When Should You Hire A Copywriter?
Launching a New Website or Rebranding Your Business
Like I mentioned earlier, first impressions are everything.
It doesn’t matter if you’re creating a brand new website or refreshing an outdated one. The copy on your site is one of the most important and value creating components.
Hiring a copywriter ensures you connect to your target audience from the start and highlight your business as the one for them. They’ll give you that consistent voice, targeted messaging and persuasive sales copy that encourages action.
Enhancing Your Marketing Efforts
You could have an email campaign or a social media campaign coming up. Or, you might be planning to splash out on some ads or blog posts. Either way, you want that consistent copy that strengthens your brand and demands attention.
A copywriter will create all of the above for you and hit those metrics mentioned above. They’ll create compelling subject lines for your emails and social media posts that drive engagement. You’ll get ad copy that targets your ideal customer and motivates them to click on that carefully crafted CTA.
Improving Conversion Rates on Your Website or Sales Pages
You may have a website or sales page that is up and running but you’re not seeing the results you want.
Copy may be the problem here. Hiring a copywriter can help identify if this is the issue and if it is, they can take steps to fix it.
Hiring a copywriter can be a great choice for issues such as conversation rates as you can work with your copywriter to do some A/B testing. This can help you find out which copy produces the most dwell time and which reduces the bounce rate. Ultimately, leading to the goal of increasing conversions.
Developing a Content Strategy for Long-Term Growth
I’m going to throw in the word consistency again here. But it’s useful as well as overused (by me).
Consistency is key for long term growth. Consistently publishing quality blog content, consistently refreshing your landing page copy and consistently increasing your search engine rankings.
These will all go a long way to increasing your brand authority over time. But this level of consistency requires planning. You can work with your copywriter on this planning and develop content plans for the long term.
For example, you could create a ‘content calendar’ with SEO-optimized articles to be released at regular intervals. Over time, these high quality posts will help drive organic traffic to your site, build trust with your customers/audience and establish your band as a leader in your particular industry.
Scaling Your Business with Targeted, High-Quality Copy
So your business already has copy, but you want to refresh it as you’re planning to scale up. Maybe you’ve been using your own DIY copy up to this point.
This is a good time as any to hire a copywriter so they can help you in producing that consistent (there it is again) high quality copy across your content.
From your product/service descriptions to email newsletters and social media posts. Hiring a copywriter ensures you have content with your brand voicing that aligns with your business objectives and growth strategy.
Maximizing ROI from Digital Advertising
You’ll be paying for digital advertising. You don’t want to make the mistake of paying for something that is poorly crafted and doesn’t do the job you intended it to.
Ads need precise and compelling messaging that speaks directly to your target customer.
Again, I know I’m beating a long dead horse at this point, but you need a copywriter to craft these ads so they hit the highest ROI for your business.
Is is worth hiring a copywriter for your business?
I get to say it one more time: Yes!
It’s best to think of this as an investment like many things in your business. This investment can have some short term gains and some longer term gains.
But copywriting isn’t just about words on a page. A copywriter can be a valuable asset for your business in developing a content strategy. A way of strengthening your brand and engaging with your customers more effectively.
Hiring a professional copywriter can be one the best investments you can make in your business.
Summary of Benefits
Drives Results
Copywriters create content that converts, drives sales and increases customer engagement.
Saves Time
Hiring a copywriter frees up time in your schedule to focus on more important things like business.
Enhances SEO
Your copywriter can produce optimized copy that increases brand visibility and attracts organic traffic to your content.
Builds Credibility
They’ll build you high-quality and error-free content that immediately shows professionalism and builds customer trust.
Connects with Your Audience
Copywriters know how to communicate your value directly to your target customers.
So, is hiring a copywriter worth it? Absolutely.
I hope this post was somewhat useful to you as a business owner. Of course, you can approach copywriting within your own business with a DIY approach. If you're confident in your own writing ability then there’s no reason not to.
But if in any doubt. Hire a professional and focus on what you do best.
Now that I’ve explained some of what we writers do, I may have shown my hand somewhat.
So, here’s my very own extremely transparent CTA:
Thanks for reading! You can see more posts like this here.
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