What is a Copywriter and Why Does My Business Need One?
First, let me welcome you to the new kaylahollatz.com space! If you haven’t yet, feel free to dig around the new pages (yes, I gave a facelift to ALL of them) and visit the new blog posts in my archive.
I’m so happy to be here with you to chat more about copywriting! As a young girl with her journal clutched tight to her chest, writing has always been my first love and most long-lasting love.
With this brand relaunch, I’m bringing more of my PR and copywriting background back with my new transition into copywriting, brand strategy, and content creation, three of my most favorite things on the planet.
In the meantime, I’ve been getting a lot of questions as to what it means to be a full-time copywriter and what the heck that term even means. It’s usually followed up by “Oh my gosh, when can I hire you to write all my things?!” #FavoriteReactionEver
Let’s first break down what it actually means to be a copywriter first.
A copywriter is someone who writes custom content primarily for marketing or advertising purposes. They commonly collaborate with other business owners and brands to create any of the following materials:
- website copywriting (Home Page, About Page, Services Page, oh my!)
- blog posts
- business newsletters
- email sequences and email courses
- product descriptions
- social media post copy (hello well-crafted tweets!)
- ...and more!
They can also be found copywriting for a vast array of printed marketing materials like brochures, pamphlets, campaign advertisements, client packets, and beyond but today we’ll be talking specifically about online copywriting.
4 BIG reasons why you need digital copywriting
Copywriting is the “meat” of your message
Visuals are for pretty. Copywriting is for action. While visuals are often your first impression, copywriting is your lasting impression. In order to dig in and tell the true story behind your brand (aka what every client or consumer wants to know before buying from you), you need words to seal the deal.
Visuals all on their own are not always clear. Can you imagine if on my services page, all I did was put a photo of me writing on a sheet of paper and expect visitors to understand exactly what I was selling?
Alright, that may be an extreme example, but you see my point in why words are important. A good blend of eye-appealing visuals with informative but enjoyable-to-read copy results in effective online marketing.
Copywriting connects you with your ideal clients and buyers
Your website exists for one reason only: to better connect you with your ideal clients and buyers to increase conversions. While there are many ways to accomplish that goal, every one will include some form of copywriting.
Here are just a few of the ways copywriting helps you connect with your ideal clients:
- You can share personal anecdotes to emotionally connect you with your target audience.
- It helps them feel seen and understood when you offer what they struggle with.
- It explains your mission, core values, and the full “why” behind your brand.
- You share what’s unique about your business and process to separate you from other competitors.
Copywriting boosts your traffic and email list (when its SEO-optimized)
I can’t tell you how many photographer and designer websites I’ve gone to where their entire homepage consists of one simple rotating photo gallery of their work. While the gallery is big, bold, and beyond beautiful, there’s no copy for search engine bots to crawl, analyze, and swoon over.
Your homepage is likely the most popular page of your website. With all of that open real estate, it’s important to put just as much thought into your copywriting as you do your visual imagery. Not only is it a great place to showcase your work but also to highlight your blog, email list, and other helpful freebies.
Now, I’m not saying to ditch the photo galleries altogether, but I am saying you need SEO-optimized and audience specific words to tell website visitors at a glance who you are, what you do, and who you help.
Copywriting helps visitors know what’s the next step
Let’s use the previous example again of a homepage that only features a single photo gallery. With no copywriting, there’s no intuitive next step for your audience. This is commonly known as your call-to-action (CTA).
The chances of a visitor clicking out of your website then increases because they don’t know where to click next and usually aren’t invested enough to find the answer on their own so they instead find the exit button. Always have their user journey in mind when building your website.
If you’re ready to take a deep dive into your own copywriting, start with Copy CPR!
Before you start thinking Now Kayla wants me to give mouth-to-mouth to my copy, whaaaa?, you’ll be happy to know it’s in reference to my free 7 lesson email course on breathing life back into your copy (heh, heh, kinda clever, right?) with easy-to-implement tips and helpful lessons. Sign up below to start lesson 1 today!