How To Know It’s Time To Hire a Copywriter
I believe that we all have a story worth telling, and I know we’re often unconfident or ill-equipped to tell it well. If you’re growing your business and you want to tell your story to the world, you might be wondering if working with a copywriter can take you to the next level.
In this post, I’ll break down exactly what you can expect from hiring a pro, so you can figure out if it’s the next best step for you.
What exactly is copywriting?
Copywriting is a marketing term that refers to any text that gets your audience to take action. Think of it as writing with a purpose — and that purpose is entirely up to you! It could be to make a sale, to get someone to sign up for your email list, or simply to encourage someone to visit your website.
Think about the words on your website, in your social media captions, and on your blog. What is the purpose of these words?
In other words, what are you trying to get your audience to do? And, most importantly, are you seeing the results you want?
Why does my business need a copywriter?
If you’re not seeing the results you’re hoping for, your business could benefit from better copy.
You wouldn’t expect a business with a poorly designed website to do well. In the same way, you wouldn’t expect a business that hasn’t paid much attention to its copy to drive sales.
People have really short attention spans.
Copy gets people to pay attention and captures the essence of what makes your product or service special. Copy gives your brand a recognizable a single, cohesive voice and builds a relationship with your audience.
Copy is the essence of your branding — and it’s what gets your audience to take the next step. This could look like clicking “add to cart,” booking a demo, or filling out your intro form.
How can a professional copywriter help?
Clear outside perspective
You spend all day thinking about what you do — so it can be hard to condense it all down into a single webpage, a one-line Instagram bio, or a 280-character tweet. When you’re too close to the work you do to sum it all up, an outside perspective can offer clarity.
Offering an outside perspective that sounds like you is the magic a copywriter brings to the table.
Saves you time
If you want to be creating consistent content but find yourself constantly having to deprioritize it to focus on other things, then a part-time or full-time copywriter can help. Outsourcing to someone else also allows you to focus on doing what you do best!
Enhances your graphic design efforts
If you work with a professional graphic designer or team, hiring a copywriter can be critical as many designers require copy to be written before they’ll design a website.
Brand copy works with design to create a cohesive brand identity and a recognizable voice — if these are developed in tandem, they’ll be even more effective.
Drive organic traffic to your website
A professional copywriter understands SEO principles, so they can use content to improve your website’s rankings and drive organic traffic to your site. This is worth the investment because it’s advertising that never stops! It’s not like an ad that only works when you pay for it. Once that content lives on your website, it will drive traffic forever.
When is the best time to bring a copywriter on?
If you’re investing (or are about to invest) in any sort of advertising campaign
If you’re spending dollars on your advertising, get a copywriter! Paid ads can be great, but their effectiveness is limited to the quality of your copy. Make sure your ads are expertly designed so you get the most bang for your buck.
If you’re going through a rebranding or are about to launch a new product
Working with a professional copywriter ensures that your upcoming launch will be successful. It’s also an ideal time to take a hard look at your branding and see if your current voice conveys your company’s message and values.
Something in your marketing feels stuck
If your website isn’t getting traffic, your ads aren’t performing, your audience on social media isn’t engaging, etc., you could need better copy to get things flowing again. Remember, copy is the secret sauce that captures the attention of your audience and holds it long enough for them to recognize how special your product is.
You’re not proud of your website
When you direct people to your site, you shouldn’t feel like you have to offer excuses, apologies, or an explanation. If you just don’t feel like your website (or any of your marketing material) truly reflects your brand and your work, a copywriter can help you capture the essence of what you do.
How do I hire a copywriter?
If you’re excited about hiring a copywriter, start by engaging your network — especially brands whose copy you already love. Think about brands you know who feel like they have a recognizable voice: who do they work with?
If you find a copywriter you might want to hire, make sure to check out their website and work samples to see if you resonate with their writing style.
Overall, hiring a copywriter can help you grow your business while allowing you to focus on doing what you do best. If you’re curious about working together, let's chat!
