A copywriter can be one of the most valuable members of your team. But not all businesses recognize this value. Many assume they can simply put together words about their business, products, and services to get the same results.
Copywriters create and optimize content for the following:
- Website copy
- Sales letters and landing pages
- Email marketing campaigns
- Newsletters
- White papers
- Product FAQ’s
- Blog posts
- Industry/academic articles
- Case studies
- Taglines
- Product names and descriptions
Not having a professional copywriter can affect your site’s traffic, conversion rates, and brand message. Knowing how to hire a copywriter and what to look for makes it easy to create powerful marketing campaigns for your business.
Why Hire a Copywriter?
Grow your content marketing
Copywriters help you produce more content in less time. This is especially critical for content marketing efforts.
Producing enough content for consistent results can overwhelm your business. Hiring a copywriter reduces the workload for you and allows you to focus on other important aspects of your business.
Craft a value proposition
A good copywriter helps your business clarify and communicate its value proposition. If your value isn’t clearly articulated in your copy, then all of your other marketing efforts (site design, SEO, etc.) will go to waste.
It can be difficult to be objective about your business. Copywriters take a fresh look at the products and services you offer, extrapolate the most important features and benefits, and craft them into the perfect copy that converts.
Provide the right tone and voice for your business
Every business needs a distinct voice that’s consistent across all marketing channels. Copywriters help you define the tone of that voice so that it resonates with your ideal customers.
They incorporate the words that match the emotions that drive your customers to purchase your products and services.
A copywriter can inject a positive tone in your copy, which can have a stronger influence on the response and behaviors of your audience.
Hiring Your Copywriter
There are many mistakes that businesses make when hiring a copywriter. Some business owners don’t understand writing. As a result, they fail to ask candidates the right questions during the hiring process.
There are three things that you should look for in a copywriter. These are fundamental to developing effective copy that meets the objectives of your business.
Meet deadlines
Receive and implement feedback
Understand SEO fundamentals
A copywriter must be able to meet deadlines. Late or missing content creates obstacles and bottlenecks in your operations. Writers who cannot meet the assigned deadlines will cost you valuable time.
A good copywriter must also be able to listen to feedback. As a business owner, you must be able to provide feedback to your copywriter to ensure that your brand, message, and marketing campaigns are exactly how you need them.
Different business objectives will often require changes to your copy. Your copywriter must be willing to work with all members of your organization to ensure that you get the best results from your copy.
Copywriters must have an understanding of SEO copywriting best practices. SEO is critical to the content you create for your blog, website, and landing pages. Failing to optimize these for search engines will generate poor results.
Hiring a copywriter is one of the best investments you can make for your business. But finding the right copywriter isn’t always easy. Knowing what to look for ensures that you hire the right person for your business needs.
Does your business need a copywriter?
If you’re struggling to increase the traffic or conversion rates of your website, then you may want to consider the content you’re providing your audience. Let us know what your biggest copy challenges are in the comments below.
