Professional Copywriting: Is It Right For Your Business?

High quality copywriting that’s well researched, informative, and engaging can make a significant difference to your brand and your bottom line. Especially when mixed with a healthy dose of Search Engine Optimisation (SEO).

Why Use Professional Copywriting?

There are plenty of reasons why your business should use a copywriter, but despite this, there are still some businesses who don’t. These include the ones who aren’t ready to buy into good quality, professional copywriting, or who don’t yet see it as a worthwhile investment. The reasons for this can be a mixed bag, ranging from “we can’t afford it”, and “we’ve spent too much on the website”, to “it’s only words – we’ll write it ourselves!”

While some of these may (or may not) be true, they’re all counterintuitive – maybe even detrimental – to the success of your product, service, or business.

Professional copywriting is more than ‘just words’. It’s the gentle art of persuasion, with added empathy and understanding of your customer. Their pain points. The things that keep them awake at night. The things they don’t know they can’t live without.

Copy and content is the key to increasing your brand awareness, your conversion rates, and your sales. But there is an added ingredient that can make great copywriting even more effective.

Copywriting With Impact

As a copywriter, it’s sometimes difficult to find out what impact my copy has on my client’s business. They may not be analytics addicts or metrics masters, and that’s fine. But they do understand the value of well-written and informative copy, and the effect it can have on their customers.

So when clients get serious about their content and commit to investing in it long term, they’ll get an SEO expert on board. Someone who’s able to uncover the most relevant words or phrases being used by your ideal customers when they’re searching for similar products. The knowledge and experience they have in search engine marketing can bring fantastic results.

Real Results For Real Clients

Two of my clients gave me feedback on the direct impact my copy has had on their search engine results. Though very different businesses, they show how well-written and engaging content can bring real benefits – especially when adding in SEO based on words that potential customers are using while searching Google to look for their products.

Client 1 wanted to upgrade their website with new copywriting throughout. Together with the web design agency they were using, I joined the project to write 15 pages with relevant titles and meta descriptions (these are the little snippets of info you read in any Google search results page).

In the first month of the refreshed site going live, the stats made impressive reading. While overall traffic had increased by 29% (compared to the same period the previous month), site users were up by 37%, and organic traffic had risen by 25%. The pages were getting seen more because they now included relevant search terms.

Client 2 didn’t rely on their website, but were keen to push some new services they were offering. To help them, a series of informative blogs was identified as the best way to drive traffic to the site from web searches.

To start off with, I rewrote an older blog they already had on the site, which was getting minimal traffic but had the potential to do much better. After doing some research, I added the target search phrase to the article and increased its length from 500 to 1,000 words.

The outcome saw the post jump up 84 positions, from page 9 in the search results to the bottom of page 1, in just a couple of weeks.

The Recipe For Success

Both of these examples show the power of professional copywriting. The web copy for Client 1 was in an informal, conversational style for a lifestyle product (clothing). The blog article for Client 2 was more formal in tone, but added real in-depth value for the reader on a more complex subject (wills).

While they differed in subject matter, tone, and style, the copy in each example was engaging, informative, and helpful to their specific audience – criteria Google will reward your website for. But adding targeted SEO to the mix is the icing on the cake. It will make great copy even better, even more effective, and even more profitable for you. Content is still king after all.

All these reasons, and more, are why professional copywriting really can work for your business.

Let A Copywriter Help You

When you’re looking to refresh your website or create a series of blogs to push your products or services, getting a professional copywriter on board can be a sound investment. Even targeted product descriptions can play their part in driving traffic to your website. So when you’re ready to increase your traffic – and sales – with great content and copywriting, let a professional copywriter help you.

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