As the digital age continues to move businesses online, the need for specialised content grows ever more essential. Large, successful companies almost always use an in-house team or outsource their content creation to professional copywriters. When it comes to budgeting for content creation for your own company though, you may say to yourself “I write reasonably well, and know my industry inside out, so why do I need a copywriter?”. It’s a valid question, so let’s look at just some of the reasons.
Why Do I Need a Copywriter? It Frees Up Your Resources
Writing good-quality content can take longer than you’d think, and if you’re devoting all of your time to that instead, you’re not able to provide the services that your copy is advertising. You may find that outsourcing your copywriting costs less per hour/article than you’d normally expect to earn in the same amount of time. If this is the case, then you’ll find yourself practically losing money instead of saving any by doing it yourself.
It’s Often Quicker
We all know that practice makes perfect, and as you might expect from a professional in any field, they’ll be able to perform their task quicker than a newcomer. If you have a bulk of written content to complete before an incoming deadline, a copywriter will have far less trouble with it than most.
Good Copy Can Genuinely Increase Revenue
Recent studies suggest that businesses that employ content marketing techniques such as informative blog posts enjoy sales conversion rates that are almost 6x higher than those who don’t. There are a few different reasons for this, but in general you’ll find that an experienced copywriter is also a great salesman. Think back to how many times you’ve been swayed by persuasive copy when choosing a product or service online. It’s probably many more times than you’d think.
Whether we notice it or not, there are often questions that we subconsciously want answered before purchasing anything. This can be done in many ways, and even the smallest changes can affect a buyer’s decision. If durability was one of your main concerns for a new lawnmower, for example, then you may be more likely to choose a lawnmower described as ‘robust and hardwearing’, over another described as ‘nimble and lightweight’ even if they seem very similar.
An Outsider Can Connect More Easily with Customers
If you know your business back to front, it can seem counterintuitive to have someone outside of the company write your content for you. What you have to understand however, is that your site isn’t for people like you to visit: it’s for potential clients instead.
As an outsider to your business, a copywriter will often have a better idea of the questions that customers may have about your products or services. This means that they can tailor any content to address whatever it is that the public needs. While a copywriter will always conduct ample research prior to writing any content, there’s little risk of them writing in the impenetrable industry jargon or terminology that can lose a customer’s attention.
Quality Content Gives a Professional Spin on Your Business
Companies can be disregarded out of hand because they’ve either used signs with mistakes on, or featured error-strewn copy on their website. Some might scoff at this and think it’s ridiculous, but there’s many who use things like this to help them make snap decisions.
Not everybody can write like F Scott Fitzgerald, but the lack of attention shown by mistakes in signage or online content does make me question other aspects of companies’ working practices. After all, if an accountancy firm has seemingly just typed something up and said, “that’ll do”, how thorough are they going to be with my accounts? Will a roofing firm tidy up the areas on my roof that I can’t see if they can’t be bothered to spell check their leaflets? While it’s quite possible that both will do a sterling job, a seed of doubt is often enough to steer a potential client toward a competitor instead.
While it can seem like anyone can write content, it’s actually a little trickier than that. Writing can be equated to cooking in these instances. Much like writing, anybody can cook a basic meal, but wouldn’t you rather have your dinner prepared by a professional chef?
Unlike hiring a chef to cook all of your meals however, using a professional copywriting service for your business is thankfully much more affordable.