Ten reasons why your small business needs a copywriter

Running a small business can often feel like a case of continual crisis management. The last thing on the harassed small business owner’s ‘to do’ list is making sure that their website is up to date and that the content on that site is fresh, original and engaging. But are you missing a trick here? Do you realise just how important your ‘virtual image’ really is, particularly in a rapidly changing and global marketplace?

Copywriters do. These mysterious and talented people are possibly one of the most important links to your Internet customer base and, consequently, the success of your business. So why do you need a copywriter?

1. They understand language Top quality copywriters have one powerful tool at their fingertips – language. Many copywriters are experienced journalists or have been trained in the use of language. That may seem like an obvious concept – after all, don’t we all know how to write? Well, not exactly. Being able to communicate effectively in a way that engages your customers is an art form that is completely different and far more complex than firing off a quick email to a colleague or supplier. And copywriters are rather good at it.

2. They understand business This is one of the things that make good copywriters stand out. Rather than just being ‘good at writing’, copywriters also have to understand the fundamentals of business – how to engage customers, how to write copy that prevents customers from ‘bouncing’ to a competitor’s site and how to develop a business image that sells.

3. They understand how Google works Copywriters also have to know how the mysterious world of SEO (Search Engine Optimisation) works. The copy they produce for your business doesn’t just have to catch the attention of the human visitor; it has to catch the attention of the search engine ‘bots’ as well. Without that, your page is going to be position nowhere on the Google listings.

4. They’re affordable Compared to a full time marketing manager, a good copywriter is the small business’s answer to a hat-full of prayers. One page of quality copy can make all the difference to your Internet profile and, ultimately, your business success. There’s no need to spend a fortune to begin with and will usually work within a set budget, rather than encouraging you to spend more money than you can afford on your online advertising.

5. They understand your competitors It’s not just knowing what your business is all about, it’s also about knowing what your competitors are doing. When you employ the services of a copywriter, part of their research process is to take a look at your marketplace and see what works for other companies and how that could be adapted to work for you. Learning by example is a key component of effective copywriting.

6. They’re freelance Employing the services of a copywriter isn’t a lifetime commitment. Because they work on a consultancy basis for numerous clients, you can use them whenever you want to and whenever your advertising budget allows you to. By using a freelance UK copywriter, businesses can actually save money and time by not having to employ someone full-time to look after their online content.

7. They work to your brief Tell a copywriter what you want to achieve with your online presence, and they’ll do it for you. And if you’re not happy with it, they’ll rewrite it – as many times as it needs to make sure that you are 100% happy with the final result. While they may make suggestions based on their experience as writers, the final say is yours, meaning that you have complete control over the content at all times.

8. They’re approachable Copywriters are usually pretty easy going people who are not averse to changing direction if you ask them to. Most small businesses build up long-term relationships with their copywriters, being able to call on them at very short notice for press releases, additional copy or even a complete rewrite of their websites. They’re happy to work with other experts such as web designers and marketing specialists and can act as a conduit between you and your marketing team.

9. They understand how to use social media The business that underestimates the power of social networking, blogging and other social media outlets is missing a trick. One of the most powerful tools available to SEO copywriters is the ability to incorporate these aspects of modern, online business into an effective marketing strategy. Blogs and web content are completely different styles of writing, and your copywriter can do both, making sure you don’t miss out on this vital potential marketplace.

10. They leave you free to concentrate on your business By handing your web content needs over to a copywriter, it leaves you free to concentrate on the most important thing – running your business. Copywriting can be a time consuming occupation and, as the old saying goes, if you want your car fixed, you go to a mechanic. If you want great copy written, you go to a copywriter. By spending a small proportion of your advertising budget on getting your copy professionally written you save time and generate more business in the long term.

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