Professional copywriting – why you need it & how it works

As a brand focused creative agency, we have the great privilege of getting a behind-the-scenes glimpse at many incredible businesses. When creating a new website, a common pain point we see faced by many of our clients is the task of copywriting.

Together with our clients we’ll craft the website’s user experience, perfect the overall design and dedicate plenty of time to image selection. However, when the conversation shifts to copy, client enthusiasm often drops.

Professional copywriting doesn’t just ensure spelling is spot on and grammar is in good health. Well written words can elevate great design, drive conversion rates and inspire the kind of emotional connection between consumer and brand that evokes repeat business and word-of-mouth referrals. That’s a pretty good reason to take copy seriously.

No matter where your words are at, we’ve got ways we can help. Here are a few steps you can take towards cleaner, more inspired copy:

A simple refresh

Unless your business is new in the game, it’s highly likely you already have an established website with words splashed over it. Perhaps you invested in a writer ‘way back when’ and your brand has evolved since. Or maybe you originally crafted your copy in-house and it has room for further improvement.

In instances like this, a copywriting refresh is in order. We’ll take your existing copy and tweak the tone to ensure it fits your brand personality and packs a punch. Complex sentences might be simplified and a dose of rhythm added to important headings. This can be a quick and effective way to deliver great messaging.

A complete rewrite

So you have *some* words written but they’re completely missing the mark. And this new impressive website you’re crafting will need a lot more than you currently have. Sounds like you’re in the market for a copy rewrite. This is where we grab the bare bones of what you have and redevelop it into something special. Facts or dot points of information may be required, but for the most part we’ll craft copy based on what we know of your brand and what we already have access to. You may think this task is better tackled by someone on the inside of your business, but in our experience it’s often hard for insiders to see the forest from the trees when so intimately involved with day to day operations. A fresh perspective can be just what the copy needs.

Writing from scratch

For new businesses or those undertaking a complete identity overhaul, copywriting will need to be done from scratch. From the contact us page to product copy, the founder’s bio, refund policies, FAQs—the list goes on. Each step of the consumer journey will need consistency and a poetic flow. If you (and the rest of your team) are time strapped and not completely enamoured by the written word, we wholeheartedly recommend outsourcing this task. Professional copywriters can compose words efficiently with conversions in mind. This also frees up your time for many other pressing tasks.

Ghostwriting

For many businesses we’ve worked with, the people behind the business are also at the front of the business. Doctors, property developers, yoga teachers and retail store owners are just some of the clients that may like the idea of speaking directly to their customers and clients. But that doesn’t mean they necessarily have the time or enthusiasm to sit down and pen a post. Ghostwriting gives the opportunity to outsource writing tasks without losing personability. Copywriters can use first person and your authentic tone to convey any message you request of them. As you’ll have the chance to read through it before it gets published live, there’s no risk it won’t sound genuine. You can simply tweak any words or thoughts that don’t sound perfectly ‘you’. This is a great option for time poor entrepreneurs who want blog posts or web content that feels straight from the source.

We regularly support our clients to navigate the complexities of copywriting.
Chat to us about how we can help your brand communicate more effectively.