When it comes to your business, you should always be aware of how you are selling yourself, and what image you are portraying to prospective customers. Your copy is a key component of this.
Great copy isn’t just about explaining what services or products you offer.
Copywriting is important because it can help your reader to gain an accurate impression of who you are as a company. It can help your readers understand what action you want them to take. Moreover, it can help convert potential customers into paying customers.
Many businesses mistakenly believe that copywriting is easy.
But while descriptive words are easy to do, creating compelling, informative, and engaging copy is much harder.
That’s why businesses in Ipswich are increasingly turning to freelance copywriters, like Gatekeeper Communications. We know how to help them make the most of their stories. Firms want to benefit from professionally written, creative copy that explains who they are, and what they do. Their copy should explain why you should choose them above anyone else.
But beyond that, there are several reasons why copywriting is important for local businesses.
#1. Copy can help to build a competitive advantage
One reason why it’s important to invest in copywriting is that your words can offer a serious competitive advantage.
Firstly, it’s well known that good copy can help to improve your search engine performance. If your website is filled with carefully chosen keywords, then you’ll be far more likely to appear in search results.
But your copy is more than just your website. It’s about using the same style of content for consistency across your suite of marketing materials.
When you work with an expert copywriter, you will know that every single word used is carefully chosen and selected for its clarity of meaning. Your copy is a valuable sales tool. Let’s consider how your sales team may talk to a customer. Your copy can be an extension of your sales team. It can be used to inform and educate potential customers, leading them further along the sales funnel. As a result, when your customer makes direct contact with you, they may be more likely to convert into a paying customer. This is because they have already bought into who you are and what you do.
#2. SEO copywriting is important, but don’t forget about the CRO
SEO copywriting is important because it helps to improve your visibility on search engines. When you work with an expert SEO copywriter, they will understand how to write for a human audience whilst still meeting the technical requirements of the search engine algorithms. Your copywriter will understand what keywords to use and what queries your audience is searching for. They will instinctively know what tags to use. They will understand the benefits of a linking strategy and why it’s essential to avoid duplicated content.
But good copywriting is not just about SEO.
Your copywriting is important for your CRO as well. While SEO is about acquiring traffic and ensuring that visitors arrive on your site via their search queries, your conversion rate optimisation is about getting that new traffic to do something.
We’ve mentioned that your copywriting is important to help you guide your customers along your sales funnel. This is where you use your content to align with your ongoing business priorities. It’s about guiding customers to additional pages on your site (notably, your contact page). It’s also about highlighting and demonstrating key products or services or encouraging them to spend longer on your site.
Therefore, copywriting is more than just words. It’s a crucial tool that helps you to achieve your business goals.
#3. Good copywriting will create empathy with your audience
Businesses often work with freelance copywriters because they need an expert who can use their words to create empathy with their audience.
Good copywriters will understand how to adapt your tone of voice to ensure that your communications are relevant to your audience. If you’re working with B2B clients, you may want to portray an authoritative and knowledgeable tone. But if you’re writing about your latest charity initiative to support a local cause, your copy should feel more friendly and welcoming.
Understanding how and when to adjust your tone is a crucial element of any good copy. It’s about knowing how to get to your point quickly and easily. It’s also about using each word carefully, so when your audience has finished reading, they walk away feeling positive about your brand.
At Gatekeeper Communications, we understand why your copy is important
As experienced freelance copywriters in Ipswich, we’ve worked with businesses of all sizes, across a variety of sectors. We help firms to understand why copywriting is important, and what the business benefits are of investing in great copy.
Our approach is to work with clients to understand exactly what your business goals are. We believe that your content should be aligned accordingly. While we are great SEO copywriters, we never forget that your audience needs to come first in all your copy. It can be tempting to fill your copy with the latest keywords to meet Google’s algorithm, but your copy still needs to be readable to your human audience!
If you would like to find out more about how we can support your business copywriting needs, please get in touch.