February 26, 2019
Looking for ways to increase conversions and boost sales? Improving your website content and creating a marketing strategy is a great way to start. Copywriters can help boost the effectiveness of the content you create, whether its blog posts or email marketing materials.
Find out what a copywriter does and use their expertise to boost your sales and company profile. From increasing visibility to boosting your authority, having a copywriter on staff can make all the difference when it comes to success.
A copywriter is a professional writer that creates web content with the goal of informing and encouraging potential customers to make purchases. They are different from content writers whose sole purpose is to inform.
Essentially, a copywriter includes a sales pitch and focuses on accomplishing marketing goals through written content. Professional copywriters use their writing skills to create informational posts that feature a call-to-action.
Copywriters are an essential part of the content marketing team. They can create different types of content including long-form content such as blog posts, case studies, and ultimate guides or short, engaging pieces including social media posts. They can also create marketing materials including direct mail, email newsletters, white papers, and landing pages.
A good copywriter will also be able to conduct marketing research and optimize web pages for search engines. This task—known as search engine optimization—involves targeting specific keywords to increase your visibility and search engine rankings in online searches. This allows potential customers to find your products when looking to alleviate pain points or solve problems that your products offer a solution to.
There are many different types of copywriters. You can find marketing copywriters who are adept at promoting products and advertising copywriters who work with advertising agencies to get your online content in front of a larger audience. Successful copywriters are also able to liaise with marketing agencies, art director, and creative directors to increase your authority and extend your reach.
Another distinction between copywriters is how they perform their services. There are two main categories of copywriters: freelance copywriters and in-house copywriters.
Freelance copywriters work remotely and are typically more affordable than in-house employees since they don't receive company benefits and perks. They charge per hour, per project, or per word so business owners only pay for the work that is contracted. Due to this set-up, most freelance copywriters work part-time for one or many clients, although some can also work full-time for the same company depending on how much content needs to be created.
Freelance writers can work from home, coworking spaces, or coffee shops. They rarely, if ever, work from the company headquarters or office. They also add a unique benefit for business owners in that hiring a freelance means companies have access to a larger pool of applicants. Instead of being limited to writers in the region or those who are willing to relocate, businesses can hire the best writers from anywhere in the world.
In-house copywriters are typically hired from a local pool of applicants. They conduct most of their work from the company office and are generally full-time employees. They receive benefits and perks including health insurance and retirement plans. The benefit of in-house workers is that they are easier to communicate with than freelancers.
The first thing copywriters do is increase your visibility. They write content with marketing objectives in mind to help get your products in front of the right people. They can identify your target audience and create content that drives sales.
Copywriters use their skill set to help increase your conversion rate, thus boosting sales. They create email marketing campaigns and product descriptions that encourage consumers to purchase your products or services. They also work closely with creative departments to develop new ways to attract the interest of potential customers while encouraging loyalty from repeat customers.
Copywriters are talented enough to adjust their voice and tone to fit your branding and company personality. They can create website copy that demonstrates your knowledge and expertise in the industry. Consistent, excellent content can help establish your B2B or B2C business as a thought leader over the long term. They can also take a different approach and adapt the voice of the content to suit different content channels—from the laid-back and fun social media platforms to more serious conferences or industry reports.
Not sure if you can afford a copywriter or simply want to implement a few of their tricks into your content creation? Use this copywriting guide to optimize your existing content or create new pieces that boost sales.
Copywriters are experts at presenting information without fluff. Extra words or complicated sentence structures turn off readers. That's because most readers only have a few seconds to skim through your content. If it's too intricate or stuffed with fancy words, they'll skip on to something that's easier to digest.
Most copywriters put the call to action or important information at the beginning of the written work. Again, this goes back to people having a short attention span. If you don't get to the point quickly, you'll turn readers off and they'll go elsewhere for information and products.
The best example of this is recipe posts. Do a quick Google search for a recipe and you'll find dozens of articles that spend the first page or two talking about someone's trip abroad or the smell of grandma's cooking. People want the recipe, not your life's story. If they have to scroll through two pages of text to get to the point, they'll usually go somewhere else to find the information they want.
Use bolding, italics, and call-outs to highlight important information. If you sell a product that can help with a specific keyword search, display the product prominently near the beginning of the content. Use headers and break content down into easy to digest sections so readers can find exactly what they're looking for without a ton of effort.
In today's digital world, visual content is just as important as written content. Use infographics to help simplify complex procedures or show how other customers use your products. You can also use gifs and images to create callouts and encourage readers to complete your call-to-action.
When it comes to written content, use images to break up the monotony of endless sections of text. Make sure to balance out paragraphs and avoid large blocks of text, which can be difficult to skim and digest.
Eye-catching headlines are responsible for grabbing the reader's attention and drawing them in. Think back to when you were in a class full of young children in grammar school. Remember how teachers would emphasize using a catchy opening sentence? The idea is the same here. You want your title to be concise, but engaging and pique the reader's interest.
Nothing is more annoying than feeling like your time is being wasted. Readers will immediately be turned off if your content is riddled with spelling and grammar mistakes. Worst of all, these mistakes can make your content difficult to read. Use a tool such as Grammarly to check for spelling errors as well as sentence structure. Avoid using passive voice and write content that is direct and persuasive.
You can choose to hire writers by posting copywriting job ads on LinkedIn or opt to hire an ad agency or a marketing agency like The Writer Finder to find writers for you. These individuals are invaluable when it comes to content. Copywriters can position your business and put products in front of potential customers. They can help increase conversions and guide consumers through the buying process. They can also build your authority and branding while tailoring their skills to fit your specific needs.