What Does a Copywriter Do? A Comprehensive Guide for Business Owners
- adamburkewriting
- Jan 7
- 22 min read
You’re here because your business needs a copywriter.
As someone who specializes in the strange art of copywriting, I have to remind myself that many businesses start off in a situation that is opposite to my own.
My business began with the writing aspect already taken care of. It was everything else I needed to develop.
You may be a business owner who has poured time and resources into setting up your product or service and now realize you need some words for your marketing strategy.
Hello there.
Feel free to assume I know what I’m talking about and skip straight to getting in touch.
If not, read on.
My aim with this post is to answer:
What does a copywriter actually do?
How does a copywriter add value to your business?
How can you find and hire the right copywriter for your needs?
So let’s get started.
What Is a Copywriter?
A copywriter is a professional writer who creates content to inspire a specific action by the reader.
The action can be clicking a link, signing up for a newsletter or purchasing a product.
A copywriter’s main goal is ‘conversion.’ A conversion occurs when a website visitor completes the desired action that the copywriter’s writing is hoping to produce (e.g. clicking on a link).
The amount of times a conversion occurs is measured as a percentage and is known as ‘conversion rate.’
There is an entire industry around optimizing this rate called ‘conversion rate optimization,’ but that’s another topic entirely.
The Role of a Copywriter
Now, copywriters don’t just have one string to their bow.
They don’t only write. Many offer additional skills alongside their writing.
This is especially the case with cheap and powerful AI’s now being in the hands of every business owner.
Like many services, writing is now seen as less valuable - something anyone can do.
As a business owner, you can have chatGPT whip you up a sales page or a blog post in seconds.
But copywriters are still needed. If you want to speak to humans, and I’m assuming you do, then copywriters can help.
They can:
Research deeply: they can take a close look at your brand, your audience and your competitors. From this they can derive a strategy for your business’s content.
Develop brand messaging: A copywriter can provide your business with consistent content across all the platforms you use.
Create content that elicits action: Their work succeeds or fails and this can be measured. If your click-through rates (CTR) are increasing and you’re making more sales then your copywriter is succeeding in their role.
Test and refine content: A good copywriter can take the data gleaned from above and use it to optimize their work. This makes your content and strategy dynamic and able to stay competitive.
What Types of Content Do Copywriters Create?
It depends on your business’s marketing goals, but some examples are:
Website Copy: Homepages, about pages, service pages and landing pages etc.
Advertising Copy: Headlines, taglines and promotional campaigns for digital and print adverts
Email Marketing: Subject lines, email body copy and automated email sequences which are designed to nurture leads or keep your audience engaged
SEO Content: Blog posts, articles and other content which is optimized to improve your site’s rankings in search engine results pages (SERPs)
Social Media Copy: Posts, captions and ads for platforms like Instagram, LinkedIn and Facebook
Sales Pages and Funnels: Long form, persuasive content that takes a prospect and converts them into a paying customer
What’s the difference between Copywriters and Other Writers?
Every copywriter is a writer, but not all writers are copywriters.
For example, a content writer focuses on writing educational or entertaining material like blog posts or e-books.
Whereas a technical writer can explain complex ideas clearly for use in manuals or technical guides.
The difference can be subtle as many writers can blend all three of these disciplines, but in general, a copywriter focuses on persuasion and conversion over everything else.
Who Hires Copywriters?
Anyone who needs written content, but doesn’t want to use AI or write it themselves.
Some examples:
Small Businesses: To help their online presence and reach new customers
eCommerce Brands: To write product descriptions, email campaigns and sales pages
SaaS Companies: To create onboarding sequences and landing pages that convert
Agencies: To provide expert writing for their clients’ marketing campaigns or to catch overflow work
Entrepreneurs: To product pitches, website content and advertising copy
A copywriter should be looked at as in investment by a business. As long as they’re good that is.
They can be a valuable asset and help your company grow, increase its conversion rate and develop a clear brand identity.
Types of Copywriters and Their Expertise
Once a copywriter becomes experienced and has a significant amount of work under their belt, they often niche down.
This happens for a few reasons - one being preference. The copywriter finds out what type of writing they enjoy doing most.
They can niche down by industry or type of copywriting.
Some of the most common types are:
SEO Copywriters
Experts in creating content that is competitive and ranks well on SERPs.
What They Do:
Write blog posts, landing pages and web copy that is optimized for focus keywords
Look to improve search engine rankings while maintaining readability and user engagement
Who Needs Them:
Businesses who want to increase organic traffic to their website
Companies looking to build long-term visibility through content marketing
Direct Response Copywriters
Copywriters who specialize in creating content that motivates immediate action in a reader.
The action being clicking on a link, signing up for a subscription or buying a product.
What They Do:
Write sales letters, email campaigns, landing pages and product descriptions
Create clear calls-to-action (CTA) to drive conversions
Who Needs Them:
E-Commerce brands, SaaS companies or anyone running a performance driven campaign
Blog Copywriters
Basically the same as an SEO copywriter, but it’s one of my main services so I’m going to give it its own listing if you don’t mind.
What They Do:
Write blog posts which are designed to inform, entertain or solve a problem for the reader
Use SEO techniques to give the blog post the best chance of ranking for a specific keyword/keyphrase
Create content that positions your business as a thought leader in your industry (you need unique content or a unique angle to do really well here)
Who Needs Them:
Businesses looking to use a blog as part of their content marketing strategy
Companies who want to increase their organic traffic by ranking well for specific search terms in SERPs
Brand Copywriters
Copywriters that help your business define its voice.
They ensure all your messaging across all your channels aligns with your brand identity.
What They Do:
Develop taglines, slogans, mission statements and tone of voice guidelines
Write copy for website pages, brochures and other branding materials
Ensure consistency in messaging across all your channels and campaigns
Who Needs Them:
Startups or companies who haven’t honed their identity yet
Established businesses who are rebranding
Technical Copywriters
Copywriters that can simplify complex information without losing its accuracy.
They can translate technical language into easy to read writing for specific audiences.
What They Do:
Write white papers, user manuals, product documentation and technical guides
Research on a deep level so they can understand a complex product or service
Work closely with engineers, developers or subject-matter experts to maintain accuracy in their writing
Who Needs Them:
Tech companies, manufacturers and B2B (Business to business) businesses that sell complex products or services
Advertising Copywriters
Think Mad Men, but without the suits, scotch (mainly) or sexual innuendo.
These copywriters put together attention-grabbing copy for ads across multiple platforms.
What They Do:
Write headlines, taglines or scripts for TV, radio, print and digital ads
Use creativity to make a business’s message memorable e.g. Nike’s ‘Just Do It’
Appeal to emotion of a reader and create feelings or FOMO or urgency
Who Needs Them:
Agencies and brands running ad campaigns
Social Media Copywriters
Savvy copywriters who get social media and what’s currently trending.
They write short, but engaging content for platforms like Instagram, TikTok, Facebook, X and LinkedIn.
What They Do:
Write captions, hashtags and ad copy tailored to platform specific audiences
Develop campaigns that boost customer engagement via contests or viral posts
Keep themselves updated on social media trends and algorithm changes
Who Needs Them:
Businesses looking to grow their social media presence and increase traffic to their website
Email Copywriters
Copywriters that produce emails to nurture leads, entertain/inform your customers and increase sales.
What They Do:
Write subject lines, email content and automated sequences (e.g. a new sign up sequence when someone subscribes to your email list)
Use personalization so your emails speak to a single person (your individual customer)
Optimize your emails to improve open rates, click-through rates and conversions
Who Needs Them:
E-commerce brands, B2B companies or anyone running email marketing campaigns
Which Type of Copywriter Does Your Business Need?
This is something you will likely know best as it depends on your individual or business goals.
Most good copywriters can provide a mix of the above ‘types’ anyway. They’re not something that is set in stone.
However, if you know you have a specific deliverable in mind, such as email sequences. Then you’ll want to find a copywriter that offers this specifically, or even better, has niched down to offer this as a specialty.
Likewise for website copy or blog writing.
It’s quite normal to not have a specific deliverable in mind from the off though. You may instead have a goal like “more sales.”
If this is something you’re not entirely sure of, then feel free to get in touch.
I’d be happy to provide a free consultation for you or your business.
What Does a Copywriter Do?
While I’d love for my day to day activities to look like that of a famous and wealthy novel writer, they’re not.
I’ll outline a typical ‘day’ (or two or three) of copywriting below. Hopefully it will provide some insight into what a copywriter does with their time.
I can’t speak for other copywriters, but my process looks a little like this:
Research and Preparation
I’ll often spend time researching a specific topic or task that needs doing before I jot a single word down.
It’s tempting to skip this and just jump straight into writing. This is especially true if the deliverable is something I’m familiar with or the topic is something I know well.
However, lessons have been learned in the past (don’t ask) and this step is now mandatory.
I’ll usually be looking to:
Understand the Audience: know the customer avatar so that my copy is focused on a specific person in mind. Or, if the deliverable is blog content, I’ll be looking to see what they’re searching for online.
Know the Competitors: This can be checking what keywords my client’s competitors are ranking for, what content they’re producing, where they rank in SERPs etc.
Get Familiar with the Brand: Basically I need to know my client and their business if I’m writing for them. They may have a voice or tone already that they’d like me to emulate or they may want something fresh.
Research the Specific Industry: This step depends on the industry as I’m more up to date on some than others. In any case, it pays to know what’s going on in a particular space.
Strategic Planning
After doing the research, I’ll outline my overall plan for the project.
Again, this varies per deliverable, but in general the steps are:
Brainstorming Ideas: Creating possible headlines, CTAs and overall structure. This step is a lot faster now with AI
Outlining the Piece: Developing a structure for the content e.g. H1s and H2s for a blog post or the sections of a landing page
Collaborating: I will consult with the client and their team to make sure I’m delivering work that aligns with their plans. For example, copywriters can sometimes work with a company’s graphics team to advise on the structure of copy on a page.
Writing and Editing
The fun part. Usually.
This is exactly what it sounds like. Sitting at my computer typing away with the occasional cat interruptions.
I often edit as I go, but I know a lot of writers who like to get everything down first and then go through again, but with editing.
A typical writing process might look like:
Drafting: Writing the first version of a deliverable. For example, with this post I had the entire structure laid out in my google doc (all the H2’s and H3’s). I went through section by section, refining as I went.
Editing: Going through the first draft and making changes to tone and flow. Removing unnecessary fluff that may have been poured out in the first draft.
Polishing: Checking on all the headlines and subheadings. Making sure everything flows well (reading aloud often helps determine this) and checking all the CTA’s are in the right place.
Testing and Optimizing
So, the deliverable has been…delivered. Or published in the case of this post.
It’s now online for people to read.
The process doesn’t end there though.
There are more steps:
Reviewing Feedback: getting input from clients, any stakeholders or fellow writers
Testing Copy: Some clients want to do A/B testing for different versions of their ads, emails or landing pages to see which performs better
SEO Optimization: Content isn’t or shouldn’t be static. It’s best to regularly review it to ensure it’s still competitive and up to date
Skill-Building and Learning
If I have time left after completing my tasks then I work ‘on’ my business instead of ‘in’ my business as Michael Gerber coined in ‘The E-Myth Revisited.’
Copywriting is a dynamic field and to be successful I have to dedicate time to sharpening my skills and staying updated.
There are a few ways that I do this:
Industry Learning: Attending webinars, reading blogs or following relevant leaders of the niches I am involved in
Writing specific learning: There are lots of copywriting courses you can take online, but I’ve personally found Jacob Mcmillen’s ‘The Internet’s Best Copywriting Course’ and Tamsin Henderson’s Udemy courses incredibly helpful
Using Tools: Exploring new software like AI tools, SEO platforms or project management apps
Personal Projects: Writing, writing and more writing. You can always get better. I’m trying to hit that elusive 10,000 pieces of writing delivered. Or is it 10,000 hours? I forget.
All of these steps require the balancing of creativity and strategy. They need both sides of your brain.
You need to have a comprehensive view of a project or campaign, but also be focused enough on the nitty gritty to produce highly detailed content.
This can be a challenge, but it’s also what keeps a good copywriter’s skills in demand.
So, how can these skills help your business?
How Copywriters Deliver Business Success
With AI running rampant, it’s easy to dismiss words on a page as something easy, cheap and abundant.
This is true in a sense - it is easy to get written words extremely quickly and without cost now.
But, you’re (probably) writing for human beings. And most of them won’t read any old tat.
The majority of AI content being splurged on every other blog page at the moment is destined to collect digital dust and do very little for your marketing efforts.
So, let’s just assume you’ve come to your senses and hired (me) a copywriter.
Why would you do this? Are there any benefits?
Well, in my opinion, yes:
Building a strong brand identity
Online marketplaces are generally crowded places.
There’s a lot of noise, a lot of colour and ‘attention-grabbing’ paraphernalia.
How do you even make a dent here?
Being recognizable would help. Or in other words, having an identity. A brand identity, if you will.
This brand identity is a collaborative affair. Images and logos can be very powerful.
Think: the coca cola logo. They don’t have to say much to immediately let everyone know they’re there.
But alongside good aesthetics is good writing.
Good writing can define your company’s voice. It can keep this voice consistent across mediums and platforms.
And, if it’s really good, it can be memorable too. Cue me mentioning a famous tag-line like “Just Do It” or “Because You’re Worth It.”
And for good writing you need to be a good writer. Or, use a copywriter!
Increasing sales and conversions
What we’re trying to do with copywriting is turn readers into customers.
There are many ways to skin this cat, but copywriters tend to do it through a few key deliverables.
Compelling Calls To Action (CTAs): Usually links or buttons on a page - these are strategically written to grab attention and present some sort of urgency to the reader. Ultimately, inviting them to take action.
Like this:
Landing/Sales Pages: Pages built for specific purposes like selling a product, a service or being the home hub for a particular brand or individual. The main function of these pages is to hold attention, explain the benefits of the product or service and ultimately result in a sale/conversion.
Example: My service page
Email Campaigns: Strategically delivered emails that are often connected to one another topically or chronologically. Their aim is to be opened, be read and ultimately take the reader to a sales page where they can buy a product or service.
Increasing organic traffic through Search Engine Optimization (SEO)
Before you can even think about converting a site visitor into a paying customer, you need them to actually find your site.
This is where search engine optimization (SEO) is needed.
In a nutshell, SEO is about getting your page ranking on Google’s (and it is mainly Google let’s be honest) first page. Ideally in the number one spot.
It’s a big competition where a single person can play the game against a corporation and win. Sometimes.
The key things to consider in any SEO campaign are:
Strategic keyword integration: this means choosing a keyword you wish to rank for in Google and then naturally weaving it into your blog posts, web pages and product or service descriptions.
Engaging content: Engaging is an overused word in digital marketing. All it means is holding a visitor's attention. Your copy or content needs to be interesting and desirable enough for a reader to spend more than 3 seconds scanning it.
Ongoing optimization: SEO best practices are dynamic and they change over time, especially when Google makes algorithm updates. You need to be equally dynamic in keeping your content optimized for these changes.
Enhancing customer immersion
This is just a fancy way of saying you want your customers to be reading your content across all your platforms.
You want them paying attention to your social media posts. And your blog posts. Even your about page!
A copywriter can provide you with the writing you need to make people want to check in on your latest LinkedIn post.
They can give you the copy to get someone to sign up to your email list and then provide the sales copy on the other end once someone has clicked through to a sales page.
Saving you time and resources
Time is arguably a more precious commodity than money.
Especially if you’re running a business or you’re a sole trader. It’s not something to be wasted.
Which is what it will be if you spend time producing copy and content that isn’t up to scratch.
A copywriter can jump in here and spend their time on this rather than yours.
Some key benefits of outsourcing to a copywriter are:
Quicker turnaround: They’re a professional and should be able to produce higher-quality content at a faster rate than you.
Less trial and error: Experience and expertise pay their way over time. Experienced copywriters know what works and what doesn’t. This reduces the risk of failed marketing campaigns.
Cost-effective: It’s cheaper than hiring someone full-time or training up internal staff.
Strengthening your customer trust and loyalty
Trust is valuable and people only trust what they know.
By producing content that enables your customer base to get to know you, you’re putting yourself in a position to be trusted in the first place.
A copywriter can help you in producing the following trust-building deliverables:
Educational content: Blog posts and guides that establish you as someone who knows what they’re talking about within your industry.
Clear communication: Well written copy avoids confusing readers and makes sure your value proposition is shown in its clearest and best light.
Case studies: Excellent ways to let your customers know your success stories. If these are well-written, then all the better!
Supporting business growth at any stage
It doesn’t matter if you’re running a startup or an established enterprise, copywriters can provide copy and content that’s tailored for you and your goals.
For Startups: They can build some foundational messaging here like tag-lines, website copy, sales copy and service pages.
For Growing Businesses: A copywriter can help you scale by creating high-converting sales funnels, email sequences and blog content.
For Mature Brands: Maybe you need a rebrand? Or maybe you want stronger long-form, educational content to highlight your authority? Copywriters are essential for this process too.
Perhaps all this explanation of how a copywriter can help you or your business has been extremely convincing.
You know you need a copywriter, but how do you choose the right one?
How to Choose the Right Copywriter for Your Business
Here’s a step-by-step guide to follow when looking for a copywriter.
Define Your Needs and Goals
Before even trying to find a copywriter, first clarify exactly what you need.
Understanding the goal will help you in finding the right person with the right skills.
Questions Ask Yourself:
What type of copy do I need? (e.g. website copy, email copy, blog posts, sales pages)
What is the goal or purpose of the copy? (increase conversions, build brand awareness, improve SEO)
What is my budget for this project?
What is my deadline for completion?
Look for Relevant Experience and Expertise
All copywriters are different and they all have different areas of expertise. You will probably want someone who has experience or specializes in your niche.
What to Look For:
Industry Knowledge: Have they worked in your field? (e.g. SaaS, eCommerce, Marketing, Healthcare)
Specialization: Ensure their expertise matches what you need (e.g. SEO, email marketing, sales copy, blog posts)
Portfolio Examples: They should have some example work to show you. You can review these examples for style, tone and whether you actually like their writing for your project.
Example: Maybe you want a blog post that is SEO optimized. In this case, you’d want to look for a copywriter who has an example of blog content they’ve written that ranks well in Google search results.
Assess Their Writing Style and Versatility
You’ll want to make sure that their writing style matches up with your brand personality or your intended brand personality.
Tips for Evaluations:
Look for portfolio versatility. Can they write in various tones such as professional, casual and conversational?
Does their writing hold your interest? Would it hold anyone else's?
If they don’t have samples that match your style, but you do like their existing work, you could ask for a sample.
Don’t expect too much here though. 100 words on a topic of your choice should be enough to audit if their style will work for your goals.
Check Testimonials and Reviews
Feedback from previous clients can offer you important insights into a copywriter’s professionalism and ability to get the job done.
Where to Look:
Their website or portfolio
LinkedIn or Upwork reviews
Direct references - ask them for past client details
Evaluate Their Process and Communication
A great copywriter doesn’t just email you across a google doc and then disappear.
They take the time to discuss your goals, understand your business and refine their work.
Questions You Can Ask During a Consultation:
How do you approach research for new industries or audiences?
What is your process for revisions and feedback?
How do you ensure deadlines will be met?
Will you help provide ideas or content strategy suggestions?
It’s important to find a copywriter who is open to collaborate.
In many ways, each copywriting deliverable is a small project and open communication is the best way to ensure it is completed on time and to quality specifications.
Consider Their Pricing and Value
Copywriting rates vary massively.
Like anything in the market, supply and demand plays its role. Copywriters who are highly in demand can charge much higher prices.
This is something to consider when you’re weighing up your preferred copywriter against your budget.
Things to Keep in Mind:
Cheap isn’t always better: Low rates can often come with lower quality which will require more revisions and extra time. This isn’t always the case, but you should vet carefully if the rates are surprisingly low.
Value over cost: A sales page that does its job will pay for itself many times over.
Clear pricing: Make sure to get a clear pricing structure from your chosen copywriter. Common payment terms are per word, per project or hourly.
Align On Deliverables and Expectations
This is just common sense, but you will want to make sure you and your copywriter understand what needs to be delivered and when.
Checklist before Starting:
What specific deliverables will they provide? (e.g. number of blog posts, the word count, how many revisions)
When does the work need to be delivered?
What elements of the deliverable is the copywriter responsible for? For example, do you expect them to source images or work with your web designer?
Red Flags to Watch Out For
Vague or inconsistent communication: It goes without saying, but this leads to delays and will only reduce your trust in them for future work. Avoid.
No portfolio or relevant samples: A copywriter should have examples of what they will deliver for you. They might be really good, but new to this line of work and so their examples are ‘test’ ones. This is fine, but they should have at least put in the time and effort to create some dummy examples so you can see their writing.
Unwillingness to collaborate: If you just need their services for one project then this is probably fine, but if you’re looking for someone to collaborate with and they don’t want to know about your goals or your business, then this is a warning sign things may not pan out.
So, if you’ve read this far then obviously I’m the right copywriter for you.
Step right this way!
If you’re still unsure what type of copywriter you need, then I’ve built a handy little tool that will be able to point you in the right direction here.
Understanding the ROI of Copywriting
Outsourcing to a copywriter is an expense. I get it.
You want to make sure you’re going to get a return on this investment.
Allow me to breakdown the ROI of investing in copywriting for your project or business:
Defining ROI in Copywriting
Return On Investment (ROI) measures the financial return you get from your investment. In this case, in copywriting.
A basic formula to calculate this ROI is:
ROI = (Revenue Generated - Cost of Copywriting) / Cost Of Copywriting. Then you multiply the answer to this by 100.
For example:
You invest $1,000 in copywriting for a sales page
That sales page produced $10,000 in revenue for your business
Your ROI = (10,000 - 1,000) / 1000. * 100 = 900%
In this example, a 900% ROI means that you would earn $9 for every $1 spent on copywriting.
Here endeth the maths lesson (that’s probably my maximum math level anyway!).
Tangible Ways Copywriting Delivers ROI
If the copywriting delivered to you is working, what should you expect to see?
Increased Conversions. That’s what it’s all about in the end.
Your landing pages, email campaigns, sales pages and blog posts should be funnelling your readers and site visitors towards a singularity of ‘click this button’ to buy.
Boosting Organic Traffic
Your web pages and blog content should be optimized to rank competitively in search engines.
These are proven ways to increase organic traffic to your website. It is a process that requires patience though.
It can take +12 months to start seeing your posts and pages ranking on the first page of Google. And that’s assuming they’re perfectly optimized.
You’ll want to frequently check in Google’s search console to see how you’re ranking for your chosen keywords.
Alternatively, you can have your copywriter do this for you.
Reducing Customer Acquisition Costs (CAC)
If your copy is high quality, then you’ll have an easier time marketing to your audience.
Your copywriter will deliver writing that will improve the efficiency here.
The goal being: generating leads and sales at a lower cost.
Ad Campaigns: A well written ad can increase click-through rates and reduce your cost per click (CPC).
Sales Funnels: Great copy will guide prospects through your funnel seamlessly and result in sales. This maximizes every dollar spent and reduces your CAC.
For example: Imagine a company spends $5,000 on ads with a $1.50 CPC before hiring a copywriter. The copywriter comes in and does a rewrite. The CPC drops to $1.00. Your CAC have just been reduced by 33%.
Strengthening Customer Retention
Keeping a customer is often cheaper than finding a new one.
Entertaining writing can help retain customers for your business via:
Email Sequences: You can make new customers feel welcomed with onboarding sequences and then continue to keep them engaged with regular emails that inform, entertain or sell.
Content Marketing: Educational blog posts and newsletters can help build a relationship between you and your customers. This can then move onto building trust and invite repeat business.
Intangible Benefits of Professional Copywriting
Some metrics can’t be measured. At least not directly.
We can call these the ‘intangibles.’
Things like:
Improved Brand Perception: well-written emails, blog posts and newsletters can add to your credibility in your space and build trust with your customers over time. People are more likely to buy from brands that they trust.
Time Savings For Your Team: Outsourcing to a copywriter ensures your time is better spent on more valuable business activities like overall strategy and customer service.
Competitive Advantage: This relies on the copy being very good of course, but if we assume that is the case, then it can help you stand out in crowded markets. This is especially true if you’re in a niche where you’re the only one taking this seriously.
Real-World Examples of Copywriting ROI
There’s only so far explanations can go so here are a few real world examples:
A client collaborated with copywriter Megan Kachigan to improve their email marketing strategy.
In a single hour session, they developed 6 compelling emails which resulted in $6,000 in early bird sales. A 12.6x ROI.
Copywriter Joanna Wiebe rewrote CrazyEgg’s home page.
The chosen design resulted in a 13% uplift in conversion rates.
Joanna Wiebe again! She wanted to implement a PAS framework in the hero section for a company called Sweatblock.
This resulted in a 49% uplift in conversion rates with one variation for women and a 46% uplift for a variation for men.
If you’d like to delve even deeper into real world examples then this is a useful collection of examples.
Advanced Insights: Trends in Copywriting for 2025
Copywriting continues to evolve and while there are key principles that are evergreen, it’s worth taking a look at some advanced insights to see what we can anticipate in 2025 and moving forwards.
Cross-Channel Copywriting for Integrated Marketing
In 2025, companies will want to focus on improving their brand experience across multiple platforms.
Copywriters will need to adapt their messaging to suit these platforms' different copy requirements.
Customers will want to be able to jump from a webpage, to a social media post to a Youtube video without feeling a jarring difference if it’s the same company's content.
Personalized Copy
The increased power of AI and data analytics gives even smaller companies access to advanced content delivery features.
Emails can be tailored to individuals at scale and customer behavior can be monitored for segmentation.
Copywriters can come in here and use this data to create customized experiences for their client’s customers.
Voice Search Optimization
Voice assistants like Siri and Alexa want optimized content.
Copywriters will need to focus on writing in a more conversational style to capture the increased traffic going through voice search.
If you can imagine a user asking a particular question vocally then this is what your copy should seek to capture.
Additionally, this will pay dividends for trying to capture the increased search that will go through AI search functions like chatGPT too. Natural language is favored here.
Emotional Storytelling
Copywriters that can produce narratives that evoke emotion will be in demand going forwards.
There’s an abundance of sales’y, generic content out there.
If you’re a smaller company or a sole trader trying to compete with the ‘big boys,’ then this might be your edge.
If you get a copywriter who can weave a story around the message you want for your customers then you’ll potentially be able to outcompete some bigger companies for customer engagement.
Authenticity and Transparency
This ties in with storytelling, but it’s basically what it says on the tin.
No clickbait. No exaggerated or false points of view. No hidden pricing or generic, poorly thought out content.
Being authentic builds trust and respecting your customer’s time and intelligence is a core piece of expressing this authenticity. In fact, in some cases, being ‘overly’ transparent can be incredibly successful. Think: Daniel Throssell’s copy.
Conclusion: The Right Words Can Transform Your Business
Having looked at everything, the value of professional copywriting can’t be overstated.
It can be a tag-line that grabs attention, an email campaign that recipients can’t help but read or a blog post that shows without a doubt that you know what you’re talking about.
All of these deliverables have the potential to transform your business if done right.
If you find a copywriter that can:
Turn Browsers into Buyers
Build Trust and Credibility for Your Brand
Amplify Your Reach
Save You Time and Resources
Then the ROI of working with them will undoubtedly be positive.
When thinking about the upfront costs of paying for writing, it’s always worth taking a step back and considering why it’s an investment and not a product.
Remember:
A well crafted landing page could give you a +200% conversion rate
A blog post that hits the mark could increase your organic traffic
A persuasive email sequence could convert passive readers into paying customers
These aren’t just hypothetical. We’ve seen the case studies.
There are companies out there paying top dollar for copywriting and they’re making a killing off the back of it.
Are you going to take advantage of this for your business?
Well, it hardly makes sense for you to leave this page then!
Look, a handy button for you to get the copywriting you need right now. So handy.
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