Your business website already has a sleek design that looks all profesh, but… what about the words that fill it? Are they effective and strategic, or do you need new website copy?

Here’s the thing:

your website copy should ACTIVELY bring you clients, make you money, and help your business grow.

Has it been doing all that for you? 

Mmh. If you’re not sure, let’s look at the most common reasons why you might need new website copy.

9 unignorable signs that you need new website copy for your business

From boring self-centred pages to strong SEO-deficiency, we’re about to find out exactly what’s been secretly conspiring against you.

1. A new client wouldn’t get a clear and compelling overview of your business before scrolling down

First impressions do matter.

In fact, only 2 out of 10 people will read beyond your headline.

That’s why the top copy on your home page is the most important section on your ENTIRE website!

Your above-the-fold website copy (=everything your visitors can see before scrolling down) must be clear, compelling, and strategic.

If it doesn’t grab your audience’s attention and give them a reason to scroll down? It’ll be all they’ll ever see!

They’ll leave your website—poof—and head to your competitors instead.

Your above-the-fold copy should consist of an attention-grabbing headline, some explainer text, and a call to action (or two).

Together, these elements must clarify:

1. Exactly what you do/what type of business you are

2. Who for 

3. How this benefits them

4. What they should do next

Unfortunately, many service providers rely on above-the-fold copy that’s incredibly vague, all about themselves, and full of buzzwords (e.g. “I’m passionate about being a coach” or “I provide cutting-edge business solutions”).

Feeling brave? Ask a friend (who doesn’t know much about your business and industry) to go to your homepage, look at it for less than ten seconds WITHOUT SCROLLING DOWN, and identify those 4 points.

If they can’t, you need new website copy, my friend.

For example, this homepage would clearly fail that test. I mean, what do they actually specialise in? And WHY should we scroll down and keep reading?!

Instead, here’s an example of some clear and compelling above-the-fold copy that I wrote for a lovely client:

See? As soon as you land on her website, you can tell:

1. Exactly what they do/what type of business it is – “Boutique web design agency, digital consultancy, and learning platform”

2. Who for – “Female high-flyers”—like them

3. How this benefits them – “Take off by starting your own business”, “propel it forward and higher up” and, overall, “fly their business to their dream destination”

4. What they should do next – “Find the right flight for you” (services page) or, if they’re not ready, subscribe to their newsletter to “learn from our free tips & in-flight magazines”

THAT’S the kind of vibe you should aim for on your website!

2. You say ‘I’ more often than you say ‘you’

This is one of the mistakes I see the most on service providers websites: extremely self-centred copy (often peppered with the same cliches and buzzwords their competitors are also using).

• “I’m delighted to announce that…”

• “I pride myself on…”

• “I’d love to hear from you…”

• “I’m passionate about providing…”

• “I live and breathe coaching…”

These kinds of sentences have become so common that… they no longer mean anything to your bored readers! They’re white noise.

Not only that but (truth bomb incoming) that’s just NOT what your audience actually cares about (#soz).

Don’t get me wrong: I KNOW this can be hard to accept as a service provider. After all, I’m sure you are passionate about what you do, and you could talk about it for hours.

But if you want to get actual clients through your website? Your copy must:

• Speak to them directly (using ‘you’… a lot!)

• Focus on what matters to them  

Which takes us to the next reason why you need website copy…

3. You’ve positioned yourself as the hero of your brand story

“But Giada! It’s MY business. Shouldn’t I be the hero?!”

Unfortunately, no.

Not if you want your copy to connect with your dream clients and sell, at least.

To grab their attention and keep them interested, you need to make THEM (=your target clients) the hero of your story. You? You’re the helpful guide who will help them reach their happy ending.

So, that’s the brand story that your website copy should spin:

• Connecting with (and stirring) the pain point that your target audience is experiencing right now

• Showing them you’re there to help (and why)

• Positioning YOU as the best possible solution

• Teasing how you’ll change their current situation

• Painting a picture of how this will make them feel

And the rest of your content should always keep this brand story consistent too, from your social media posts to your newsletters and so on.

So, if you are still the hero of your brand story, you need new website copy.

4. Nobody can find you on Google

The biggest portion of your target audience does NOT know you exist.

So, when they look for a solution to their current problem, they don’t type your brand name. They google relevant keywords. 

For example, some of my clients find me because they’re looking for ‘a website copywriter’ or ‘website copywriting services’.

Be brave, and let’s check if that’s the case for you.

• Go to your website analytics – Do most of your website visitors come from socials and direct links? And when it comes to Google… tumbleweed?

• Google the keywords that best describe your type of business – Can you see your website or… just your competitors?

Unfortunately, this means that the biggest portion of your target audience will never find YOU when they’re actively looking for your type of business. They’ll go straight to your competitors instead. 

This is usually because of one of the following problems:

• You never optimised your website copy for SEO keywords

• You did, but your old copywriter aimed for very competitive keywords – So, you never stood a chance against the biggest players in your industry

• You did, but those keywords didn’t match the actual search intent of your target audience – For example, most of the users googling ‘knitted clothes’ are interested in buying them. So, if you teach them how to knit these clothes themselves via workshops or online courses? Relying on that keyword would be extremely counterproductive

• Your website copy is way too short to get traction – Google doesn’t really like pages below 300 words. It classifies them as ‘thin content’ and makes it even harder for them to climb towards page 1

Now, let me be very clear: nobody can guarantee that your website will show up on Google’s first page.

But when you invest in SEO-friendly website copy (written with an actual strategy and all the right keywords)? 

You’re giving yourself the very BEST chances of attracting your audience through Google.

Seriously: imagine how many more clients you’d get if you started showing up right in front of them!

5. Your website copy is a huuuuuuuuuuuuge block of text

Does your homepage look like the opening of a Dickens’ novel? Have you been waffling about all the services you offer… without a single heading or section break in sight?

Then I’m afraid nobody (other than your most supportive friend) is going to read it.

Don't take it personally: people just haven’t got time! And they have a short attention span.

Your website copy must be easy to BOTH read and skim

No, NOT like this:

Think headings, shorter paragraphs, white space, bold text, bullet points, and so on. It should also work together with your web design—actively and strategically.

That’s why I always deliver my website copy with simple wireframes: to help you get the most out of it and pair it up with the right visual elements. 

Here’s an effective example of some easy-to-read copy that I wrote for a client:

Much easier to follow, right?

6. Your business has simply evolved, and your current website copy no longer reflects it

Let’s face it: if it was written when you started your business 3 years ago, you probably need new website copy.

Simply because… it’s no longer relevant! (Maybe that’s why you’re so reluctant to send people that way?)

Think of someone who’s only just found about you, whether that’s through social media, Google, or a different channel altogether. 

Your website copy should offer them a clear overview of your ENTIRE business: each of the services you offer (and which one is right for them at this stage), all the deets, how to get started, what they can expect from your lead magnet and newsletter, and so on.

So, if your website copy doesn’t do that (or if it mentions different services and details compared to what you share on social media)... it’s basically been sabotaging your sales.

7. Your competitors are standing out (and you’re NOT)

Ouch. It sucks to see your competitors get better results.

But that’s exactly why you need new website copy: to show your target audience that YOU are the one they should trust with their hard-earned money!

It doesn’t matter if you all work within the same industry or sell fairly similar products/services. The right messaging and website copy CAN position you as THE go-to solution in your dream clients’ eyes.

For example, here’s some website copy that I wrote for a client.

There are all kinds of business strategists out there, but I’ve positioned them as THE obvious choice for service-based founders looking for in-person strategy days:

Psst. When you show up as THE solution, you start attracting better clients, too.

Those who want to work with you and you only (NOT the prospects who book a bunch of discovery calls with 5 or 6 competitors—and then ghost you forever).

8. You’ve written your own website copy (or outsourced it to the cheapest writer)

Definitely one of the BIGGEST signs that you need new website copy for your business.

Unfortunately, many service providers seem to think they can write it all themselves (even if they’re too close to their business and… not copywriters). 

Or that it’s ok to outsource website copy to the cheapest writer on Fiverr. 

Or the friend of their neighbour’s cousin’s daughter because she’s good at English Literature.

But “crafting effective marketing copy” is NOT the same as “writing about your business” or “putting some pretty words together.”

Strategic website copy is about: 

• Clarifying your overall messaging

• Researching your audience and their language/voice

• Setting you apart from competitors

• Adding all the right SEO keywords

• Writing copy with readability and UX in mind

• Spinning your brand story strategically

• Including all the conversion elements needed to actually take someone from prospect to paying clients

And that’s why you need to invest in a professional copywriter.

Now, don’t get me wrong: we’ve all gotta start somewhere! Maybe that DIYed or cheap copy was all you could afford when you started out.

But if it’s been holding you back, that’s when you need new website copy.

9. Your current website copy hasn’t been bringing you clients

I guess this entire list boils down to this: has your website copy been attracting your audience and turning them into paying clients?

As in, do you get enough leads in your inbox that come directly from your website?

If you don’t, it means it’s not doing its job properly.

Your website copy should be working for you 24/7. And if it hasn’t been doing that, you’ve been playing a dangerous game.

It usually means you’ve been relying on:

• Referrals – Not only are they unpredictable: your clients might refer you to business owners who just aren’t the right fit for you (what a waste of time)

• Social media – These platforms are certainly useful, but YOU. DON’T. OWN. THEM. You could get banned (and trust me: I’ve seen it happen to so many people, both on LinkedIn and Instagram), lose your account, get hacked, or get restricted. And let’s not forget about their ever-changing algorithms: how many times have you already complained or felt frustrated because your reach has gone down and nobody is seeing your content?

You can’t control referrals, and you don’t own your social media profiles. Instead, your website is actually YOURS.

When it’s filled with strategic website copy, you can rely on it to:

• Direct more people to the other channel you own – Your newsletter

• Actively sell your services for you – Bringing you leads even when you’re taking some well-deserved time off

• Make you money – Not just “be there”

So, if your current words haven’t been doing all that for you, you need new website copy for your business.

SET YOURSELF UP FOR SUCCESS WITH new and strategic website copy

Enough with words that don’t help you attract new prospects and don’t convert them into clients!

Your brand DESERVES copy that works for you and turns your website into a lead-generating machine.

As a website copywriter and messaging consultant, I can fix this for you in two ways:

🧲Magnetic Message & Web Copy Makeover✨

This is actually oh-so-much more than ‘new copy!’

With my signature brand messaging and website copywriting offer, you’ll get my 5 Pillars of Magnetic Marketing:

🧲A clear and fine-tuned brand message – Let’s position you as THE go-to solution in your dream clients’ eyes

🧲A strategic brand story – Following a proven framework

🧲Powerful website copy that cuts through the noise, connects, and converts – Yes, even when you’re sleeping or on holiday

🧲All the right SEO keywords – Get the very best chances of attracting your audience when they’re looking for your type of business

🧲Bespoke guidelines and frameworks to keep your brand story and messaging consistent – Start amplifying them through the rest of your content, and always know what to focus on

Ready to become THE go-to solution in your dream clients’ eyes in 3 weeks?

Website copy audit

Still haven’t got the budget for strategic, done-for-you website copy?

In that case, the second best option is booking a website copy audit.

For a one-off investment, I’ll review up to 5 website pages and send you a checklist and actionable tips on exactly how you can take them from ‘meh’ to ‘heck yeah!’

If you recognised one (or more) of those signs and realised you need new website copy, don’t delay it. 

The sooner you get it fixed, the sooner you’ll start seeing the first results—showing up as THE go-to solution in your niche and finding new enquiries waiting for you in your inbox.

More #crafty blog posts on this topic:

If you’re wondering ‘how much do website copywriting services cost’, you’re focusing on the wrong question. The real one is: how much does poor copywriting cost in the long run?

Or the even more brutally honest question: how much is your current website copy already costing you?

And, if you haven’t invested in professional website copywriting services, the answer is… probably a freakin’ lot of money.

6 reasons why your current website copy is costing you business

The following reasons are based on the copywriting mistakes that I’ve bumped into the most when visiting new websites.

1. Your website copy confuses your visitors

One of the most common website copywriting mistakes? 

Being vague AF.

Either by using meaningless buzzwords or by trying too hard to sound cute and clever.

As Donald Miller from Building a Storybrand always says:

What do we mean by that? (I’m just gonna try using ‘we’ as if Donald and I were best buddies or something)

Here’s an example:

If you were to see this, would you understand what they’re actually selling? 

I wouldn’t.

And here’s the thing: their leads haven’t got time to figure it out.

Why should they waste it trying to decipher it like an Agatha Christie murder when they can easily jump onto their competitors’ websites that immediately clarify it?

If you’ve mainly relied on overused buzzwords (e.g. cutting-edge, synergy, etc.) or tried to sound cute and clever (e.g. ‘Your journey starts today’ when you’re actually selling toner), then your website copy is definitely costing you business.

2. It doesn’t show the benefits of what you offer

Another popular mistake is describing every single feature of your product as if trying to win a game of Taboo and failing to convey what this will mean for your audience.

For example, if you say ‘Our cutting-edge lamp relies on multi-colour and wireless technology’, your audience will probably go: so what?

How about something like this, instead?

‘Every day, a different colour to match your mood and create the perfect ambience… without annoying wires getting in your way.’

And I know what you’re thinking: ‘But this is obvious when you say multi-colour and wireless!’

But here’s the thing. Or better, two:

1. It might not be as obvious as you think for someone who’s seeing your products or services for the very first time

2. It might be obvious if they stop to think about it, but they’re probably not going to do it. And, even if they do, they might draw a different conclusion altogether.

You’ve gotta TELL them. Even better: show them

3. It’s too corporate-sounding & all about yourself

I get it.

You love what you do and are so excited to tell your entire company history to your leads or get them to go through your values as if they were watching an internal PowerPoint presentation.

Unfortunately, they don’t care about all that.

They want to know what you can do for them.

Of course, you still need to tell them something about yourself (both to set yourself apart from competitors and to build trust), but the focus should be on your audience.

Here’s an example of bad website copy that is probably costing business to this company:

Why should I care about what they’re passionate about? And why should I want to ‘get to know them’?

The CTAs that your leads are actually interested in are those that will lead them to some kind of transformation by solving their pain points: for example, ‘Let’s fix it!’, ‘Book your first session today!’, and so on.

Sorry, but I haven’t got time to get to know your entire team.

4. It fails to connect with your audience

When your target customers arrive on your website and read the first paragraphs, they should have an ‘OMG, they’re talking about me’ epiphany.

This can’t happen if you’re trying to appeal to everyone.

To really connect with your audience, you must know their pain points, language, and how exactly your offer can solve their problems.

Your copy should also show some degree of empathy (‘hey, this company really gets me!’) and almost mind-reading-style knowledge (‘woah, that’s exactly what I think about this!’).

They won’t come across if you’re shouting to the masses.

5. It’s preventing new customers from finding you on Google

Some people already know you from socials or other sources, and that’s great.

However, the rest of the planet doesn’t. 

They don’t know your name. They don’t know what your logo looks like. They don’t even know you exist! What they do know, however, is that they need the type of products or services that you offer.

So, they won’t type your company name, but, if they’re looking to go out for a pizza and they’ve just moved to Manchester, they’ll type something like ‘best pizza in Manchester’ or ‘Manchester pizzeria’.

If your website doesn’t include the right keywords, your target customers won’t find you! 

Basically, your current website copy is costing you business because it’s not helping you attract people who’re literally already interested in what you do.

6. It’s not designed with the sales funnel in mind

Your website copy should help move your visitors down the funnel:

• Starting from the top (tap into their pain points)

• Letting them slide down to the middle (showing them how you can solve them and why you’re the best person/company to do so)

• Helping them reach the bottom (painting a picture of how good life will feel once they’ve invested in you and offering them an unmissable call to action)

If this wasn’t taken into consideration when creating or outsourcing your current copy, then the words on your website haven’t been actively moving your leads down this path.

For example, this is a company’s entire home page:

All about the company, nothing about the benefits they can bring, no call to action whatsoever. What should their visitors do once they get to the bottom of that page?

Investing in new website copy for your badass female-founded business 🔥

Of course, like office equipment or brand new software, website copy is an investment, but it’ll still cost you less than your current words are costing you right now!

This is because it will actively help you generate more business.

As a website copywriter & brand messaging consultant, when I write new copy for my clients (=ambitious female entrepreneurs), I mainly focus on:

• Clarifying their core message

• Crafting above-the-fold copy that immediately conveys what they do, who for, and what this means for their target audience

• Showing empathy and showcasing expertise

• Setting them apart from their competitors

• Building trust without it sounding like they’re bragging

• Focusing on why their leads can’t afford to miss out on their products or services

• Offering a clear, compelling call to action

• Researching the right keywords and including them strategically to help their websites rank higher

Your website copy shouldn’t be costing you money.

It should actively help you attract more visitors and converting them into sales.

Are you a female-founded brand ready to become THE go-to solution in your dream audience’s eyes?

Let’s replace your current copy with some words that will do all that!

More #crafty blog posts on this topic:

Why you need a blog for your badass female-founded business? In a nutshell, because it’s a game-changing strategy to position yourself as THE go-to solution in your dream audience’s eyes, standing out against competitors.

Yes, even much bigger household names! 

And no, I’m not exaggerating. I also have a business blog on my website, and I update it regularly for all these reasons. 

How can blogging help solopreneurs and small businesses? 8 reasons why you need a blog

There are lots of benefits of blogging on your website, but let’s focus on the advantages that a business blog can bring to you as a woman solopreneur or female-founded small business.

An important premise, though: blogging helps a business only when done right. 

You can’t expect to post your company news and generate tangible results. Sorry, nobody cares.

A business blog should be a collection of articles on relevant industry-related topics that your target audience is interested in. 

1. A business blog helps you rank higher on Google

You might be used to thinking of blog posts as articles on your website, but don’t forget that every new post is also a new web page.

Not only does this make your entire business website meatier (and search engines love websites with tons of content!): it also gives you the fantastic opportunity to target a new long-tail keyword.

Here’s the thing: there are only so many keywords that you can target on your main website pages without turning it into a robotic text. 

Plus, that’s what most of your competitors are already targeting, so it’ll be pretty hard to rank for them.

For example, if you sell products like seitan chicken and fake beef, they’ll probably be something like ‘vegan meat’, ‘meat alternatives’, and ‘mock meat’.

Still, there are hundreds if not thousands of longer, more specific keywords that you’re leaving out, such as ‘how to cook seitan’, ‘what is the healthiest fake meat?’, ‘vegan chorizo recipes’, and so on.

By creating a business blog and updating it regularly, you’ll get to target more and more of them, unlocking new opportunities to rank higher than your competitors.

There are lots of other reasons why you need a blog to help your business website rank higher. From resulting in up to 97% more links than websites without a blog to showing Google that yours is up to date and relevant, a business blog is basically SEO on steroids.

That’s also why SEO and content marketing must work together.

2. You’ll reach more customers through socials

Blogging on your business website doesn’t also help you reach new people through Google and other search engines: blog posts are magnets on social media platforms, too!

There are two main ways in which you can harness their power:

• Integrate them with your social media strategy: share your blog posts and add a compelling, unmissable call to action (not a pathetic ‘Be sure to read our new blog post’. Rather something like ‘Tired of [insert problem here]? Same here. That’s why we’ve found 5 different solutions for you. Check them out!’)

• Encourage your readers to share them themselves and add social share buttons to your business blog

3. You can generate around 67% more leads

Now that you know why you need a blog to attract new website visitors through both search engines and social media, it’s unlikely to come as a surprise that you’ll generate more leads. 

67% more than websites without a blog, on average.

So, basically, unlike chucking lots of money towards random advertising efforts, blogging complements your inbound marketing strategy, too.

4. … and facilitate sales

Here’s a bitter pill to swallow: 96% of your website visitors are not ready to buy.

So, what can you do to help them make up their mind? You offer them high-quality and valuable content.

In fact, your average customers will consume 11.4 pieces of content before committing to a purchase. 

A business blog is perfect to show them your audience-oriented approach and how you’re writing about important topics to help them solve their pain-points.

Who do you think they’re going to choose when they’re finally ready to buy: you (with your up-to-date blog packed full of value) or that competitor that has never bothered putting out any content for your target audience?

5. By blogging on your business website, you’ll position yourself as an expert in your field 

Here’s the thing: anyone can write that they’re the, say, ‘best pizzeria in London’ on their homepage. 

Why should you believe them? 

After all, there are probably a few dozen pizza joints bragging about the exact same thing.

What you can do is use your business blog to show and prove your expertise. 

Show how much you know when it comes to your sector, how passionate you are about it, and how you use your knowledge to make your target audience a part of your world.

That way you’ll also build trust, which is always a critical factor for your dream customers when it comes to deciding where to spend their hard-earned money.

6. It shows your customers that you want to build a relationship with them

Having a blog on your business website is the difference between an impersonal self-checkout and a lovely chat with the shop owner who remembers your name and preferences.

Between a ‘gimme-your-money-and-f*ck-off’ and a genuine audience-oriented approach.

A business blog shows your dream customers that you’ve taken the time to write about the topics they were looking for and give them valuable advice about them.

So, here’s another reason why you need a blog: from the actual articles to the fact that you’ll share them on your socials to start a conversation, it’s proof that you do care about them.

7. You’ll have a ton of content for your socials & newsletter

As I mentioned before, you should always share your blog posts on socials. 

This will allow you to reach more people and promote them by helping them gain traction, but… psst! A business blog is also a lifesaver when you’re low on content for your socials.

Plus, you can include them in your newsletter, either as a round-up of the best recent blog posts or by creating a specific campaign for one of them.

8. Finally, another reason why you need a blog is that it’ll help you stand out against your competitors

At the end of the day, the moral of all the previous points is this:

From more leads to increased conversions and building trust, you need a blog on your business website to set yourself apart from your competitors, even bigger ones.

So, how do I start a blog for my female-founded business?

Now that you know exactly why you need a blog, what happens next?

Easy! I can help you create (and maintain) a successful company blog for your badass brand.

Put your business blog on autopilot with my blog writing services. After learning more about your business, I’ll create the right blogging strategy and write the actual blog posts while targeting the best keywords.

And you? Other than answering a few questions and sharing your expertise with me, you just worry about enjoying the juicy results that this strategy will bring.

Ready to start a blog for your female-founded business?

More #crafty blog posts on this topic:

Before you write your own website copy or commission it to that friend of a friend who’s good with words, do your badass female-founded business a favour, and check out the benefits of copywriting (as in ‘professional copywriting services’).

When crafted and used correctly, these words have the power to attract your audience, generate leads and sales, and set you apart from the competition.

When they’re bland and written without a strategy?

They could actually work against you.

First things first: what exactly is copywriting?

Copywriting is a marketing strategy consisting of writing the right words to promote a business, convincing readers to buy a specific product/service or follow through with a call to action.

For example, copywriting involves:

• website copy

• landing and sales pages

• PPC ads

• promotional social media posts

• brochures

• leaflets

11 game-changing benefits of copywriting for your female-founded business

Now that you know what copywriting actually means, let’s see why you need it for your business and how it’ll benefit you in practice.

1. You won’t sound like yet another corporate website

How many times have you bumped into the same copy-and-paste sentences when checking out other brands online?

• “We are a company with over twenty years of experience in…”

• “We’re delighted to announce that…”

• “At [xxx], we pride ourselves on delivering…”

I mean, I get it: writing about your own business is WAY harder than it sounds. 

Since you clearly love what you do, you have a strong emotional connection to it, so you’ll probably want to tell your customers your entire company history and all the brand values that you’ve put together.

Sadly, that’s not what they want to hear.

And they most definitely don’t want to hear it in the same old ways they’ve seen thousands of times before.

When you write your own copy, that happens quite often since you might need to look at what other competitors are doing.

However, one of the advantages of copywriting services is that you won’t run the risk of sounding like them.

Copywriters don’t use repetitive cliches or typical business sentences that have been overdone.

We showcase your brand’s personality through compelling, audience-oriented writing.

2. A copywriter will make your offer clear and immediate

One of the most common copywriting mistakes to occur when someone who isn’t a copywriter writes some copy? 

A vague homepage. 

Or vague copy in general.

Copy that doesn’t immediately tell your audience exactly what you do and how this can benefit them. 

“We offer business solutions.”

What does that actually mean, though?!

I know what you’re thinking: “My business is too complex to be boiled down into a single sentence that summarises it.”

I promise you that no business is. 

Sure, you’ll still need to tell your customers a bit more about your different offers (and you can do so on your product pages, for example), but.... 

if you can’t tell your prospects exactly what you do and how it will benefit them AS SOON as they interact with you? You’ve lost them.

For example, a client of mine offers coaching services to identify his clients’ MBTI personality type, exploring its cognitive functions, and use his findings to help them use their MBTI type to their advantage in their life and career.

Too complicated to be summarised in a nutshell?

Not at all:

And that’s way more specific than “I offer coaching solutions”, right?

3. We use the power of storytelling

From the oldest tales to modern films, there’s no denying that humans love to tell and listen to stories.

That’s what we’re familiar with. They’re simple to understand. They’re compelling.

Even better? We remember them more easily.

Now, this isn’t to say that a copywriter will use the power of storytelling to write your entire company history on your homepage. Not at all.

I use it to make your dream customers a part of your story, except that… THEY are the hero.

Why is that?

1. There’s something that doesn’t feel right in their lives (if you’re a B2C company) or business (B2B) because they’ve encountered a pain point

2. You have the product or service that can solve it and was created just for them

3. Their life will feel much better once they make the most of it

A story with a happy ending.

That’s one of the most rewarding benefits of copywriting: it’ll allow you to generate more sales while welcoming your target audience into your brand story.

4. We make even the most boring things sound fun

I once received this feedback:

Not to brag, but I’m pretty freakin’ proud of it.

That’s one of the most reassuring benefits of copywriting: no matter how ordinary or not-at-all-glamorous a product is, we make it sound interesting and fun.

Once again, this is because I would never dream of wasting your website copy by listing meaningless features to describe your products.

On the contrary, I’d focus on how it can benefit your target audience. 

Rambling for dozens of paragraphs about all the specific features of a mezzanine floor would bore to death even someone who builds them.

But drawing your customers’ attention to how they’ll be able to make the most of all the wasted space right above their heads in the office?

That’s waaaaay more exciting!

5. You’ll sell without coming across as salesy

All the copywriting benefits that I’ve mentioned before (showcasing your brand’s personality, simplifying your offer, and telling a story) mean another thing, too: 

your readers will be entertained and interested, being compelled to buy without feeling like they’re being sold to.

’Cause let’s be honest: whether that’s a pushy sales rep on the street or a ‘BUY NOW!!!’ website section, nobody likes being sold to.

But you know what they like?

Having their pain points solved. 

And knowing how much better life will feel after that’s sorted.

6. Excellent copy will help your brand perception

After investing in professional copywriting services, the words you share online will sound like a friendly chat with your dream audience.

They’ll listen to you. They’ll want to know more. Most importantly? They’ll remember you.

You won’t disappear like the rest of the 5,000 marketing messages to which they’re exposed on a daily basis (yes, you’ve read that correctly).

For example, I’ve been fangirling over Innocent for years:

From their actual bottles to traditionally boring bits (like this cookie notice), they always stand out.

7. Avoid the consequences of bad writing

Did you know that, in the UK, 59% of customers wouldn’t use a company that has grammatical or spelling mistakes on their website and marketing materials?

You’d be surprised at how easy it is to drop a ‘could of’ instead of a ‘could have’, ‘your’ instead of ‘you’re’, or a wrong comma when you don’t do this for a living.

As much as they say that we shouldn’t judge a book by its cover, your customers will make their first opinion on your business within seconds of engaging with your website or marketing materials.

AVOID. GRAMMATICAL. DISASTERS.

One of the benefits of copywriting services is that you won’t have to worry about them anymore.

8. You’ll rank higher on Google and other search engines 

Nowadays, just like you’d expect any cafe to have at least one type of non-dairy milk, you should expect a digital copywriter to be SEO-savvy, too.

Search engine optimisation drives over 1000% more organic traffic than socials: why would you want to miss out on that?

If you’ve never heard of SEO before or you’ve only read a free article on where to place keywords, your website copy and blog posts are NOT going to rank, my friend.

Another key benefit of working with a copywriter? We can do all the keyword research and optimisation for you whenever we write for your website or blog.

That way, you will also get to reach more people through search engines without keeping on chucking hundreds of pounds towards paid ads.

9. Copywriting and UX go hand in hand

It’s not just your web developer and graphic designer who deal with UX.

Copy plays a massive role, too.

Be honest: would you have made it this far down this very same article if, instead of clear sections and heading, you had been met with something like this?

Probably not, right?

Let’s face it: you would have clicked away immediately.

That’s the same with your readers and website visitors.

When you hire a professional copywriter, we’ll write your copy in a way that’s easy to read, adding clear call-to-actions, headings, and direct links whenever needed.

10. When you outsource the copywriting side of things, you save a ton of time

Whether that’s spending weeks rewriting your entire website copy or hours on a well-researched blog post every week, you no longer have to worry about it.

Not even a little bit.

Nada.

You can just sit back and enjoy the results that your new copy or blog posts will bring (or take up a hobby or something).

11. You only pay for what you actually need

Unlike hiring a new employee, outsourcing your copywriting means that you don’t have to pay for my equipment, software, holidays, and pension (I mean, I wouldn’t say no if you randomly felt super-generous, but I normally cover all those costs myself).

All jokes aside, I know that, as a solopreneur or small business, budget can be tricky.

One of the benefits of copywriting services that are entirely outsourced is that you only pay for what you actually need… and when you need it.

Much more practical and cost-effective, isn’t it?

Here’s what the process is like when working with a copywriter

Another benefit of my copywriting services? Female-founded businesses becoming THE go-to solution in their dream audience’s eyes 🔥

Now that you know more about the benefits of copywriting, here’s how I can help you make the most of them:

• Website copywriting services: whether you’re creating a new website from scratch or realised that the words on your existing ones aren’t working, I’ll write new copy that’s both SEO-friendly and audience-oriented. That way, you’ll generate more relevant traffic and convert more visits into leads and sales. Ka-ching!

• Blog writing services: I’ll write industry-related and SEO-friendly articles on a regular bassis to help you grow your audience organically, smoothen the sales funnel, and position yourself as a thought-leading expert in your field

Ready to unlock all the juicy benefits of copywriting services?

More #crafty blog posts on this topic:

Copywriters. You’ve heard about these mythological creatures on LinkedIn and online articles, so now—whether or not you fully understand what it means—you’re obviously asking yourself: “Do I need a copywriter?”

Like… you personally. Your badass female-founded business.

Why do you need a copywriter to grow it and be successful?

Before answering this totally legitimate question, I thought I’d make things easier with a quick reply to the opposite one:

Who does NOT need a copywriter?

Other copywriters. 

That’s it.

(Although I’ve actually worked for other copywriters before, but that was mainly to save them time or help them look at their project with fresh eyes).

Just like, if you were a plumber, you probably wouldn’t need to call another plumber to fix your broken sink. But, if you’re not a plumber, then you totally would. 

Instead of leaking pipes, though, we’re talking about potentially vital damage to your sales funnel (from lead generation to conversions) and your overall brand.

Who needs a copywriter?

Anyone who’s got a business or an online presence but isn’t a copywriter themselves.

Whether you’re a solopreneur, a small business owner, or the head of the largest corporation on earth, you need a copywriter.

When you’re a large company with a huge budget, it probably makes more sense to have an in-house copywriter or even a team.

However, as a solopreneur or small business owner, it’s waaaaaay more cost-effective to collaborate with a freelance copywriter only when you actually need some new copy.

After all, why would you want to pay for our equipment, holidays, and pension, too? (I mean, it’d be very generous of you, don’t get me wrong… but probably not the smartest move from a budget and business point of view?).

What does a copywriter do?

It’s easy to mistake us for traditional writers or the people in charge of adding that little © to copyrighted materials.

No offence taken. Still, that’s not what we do.

A simple copywriter definition

A copywriter is the person who creates the written text and marketing materials (also known as copy) to promote the products or services of a specific business, helping them generate more leads and converting them into sales.

And let’s debunk a dangerous copywriting myth: being good with words is NOT synonymous with being a good copywriter.

You might be the new Stephen King when it comes to prose and fiction (jealous!), but that doesn’t mean that you can write a sales page that will convert.

Unlike poetic literary passages, excellent copywriting doesn’t draw attention to the words themselves.

I’d love to remember where I read it, but someone said that marketing copy should be like a window: you don’t actually see the glass but it allows you to look at what’s outside (=a company’s unmissable offer) without getting distracted.

Copywriting is not about writing pretty words. It’s about combining the right ones with marketing and SEO strategies to attract a specific audience and convert those visits into leads or sales while helping a brand stand out against its competitors.

Types of freelance copywriters

While you definitely need a copywriter, you might decide to work with a specific category depending on what type of words you’re after:

• Some copywriters are jacks-of-all-trades and will write any type of copy, such as PPC ads, social media posts, email marketing campaigns, printed materials, etc.

• Some others have specialised by type of industry and will write all kinds of copy for their niche, which might be something like SaaS or medical

• Some other copywriters (like me!) work with businesses across different industries but have specialised in certain types of copy or content. In my case? Website copywriting services and blog posts

Either way, here’s what to expect when working with a freelance copywriter.

So, why do I need a copywriter for my female-founded business? 7 reasons

If your initial question still stands, here are some of the main reasons why you need a copywriter to sell your products or services as a business owner or solopreneur.

1. You’re not a copywriter yourself

As we’ve already established, this is the biggest clue and the main answer to the “do I need a copywriter?” question. 

If you’re not one, then you need one.

Easy.

2. Writing about your own business is tricky

Are you so excited about your products that you can’t wait to list all their features? So proud of what you’ve achieved that you’ve written two full pages of company history? 

I totally get it. That’s usually what happens when you’ve poured your heart and soul into your business and just want to scream it to the whole world.

However, trust me: that’s not what your audience wants to hear.

• When they land on your website, they want to know how your products or services will benefit them and change their life/workday/whatever-it-is-you-focus-on for the better

• When they read blog posts, they couldn’t care less about company news, awards, and achievements. They want to find answers to industry-related questions or read compelling articles about topics they’re already interested in

That’s why you need a copywriter: because we write about YOUR business but with the needs of your TARGET AUDIENCE in mind (not your ego).

 We focus on benefits, not features. 

We talk to your readers directly rather than starting every page with an impersonal “we’re a company that” or “we’re delighted to announce”.

Basically, we find the BEST way to make your products sound like the perfect match for your customers. 

Which they already are, I’m sure. 

It just needs to be conveyed and repackaged in a way they’ll immediately understand.

3. A copywriter will avoid potential pitfalls and grammatical mistakes...

Did you know that 74% of online customers notice the quality of spelling or grammar on a company’s website? 

• ‘Could of’ instead of ‘could have’

• ‘Your important to us’ instead of ‘you’re’

• Misplaced commas

• Repetitions

• Spelling inconsistencies

These are just some of the potential pitfalls that you’ll never have to worry about again when you hire a copywriter.

We know what rules can be broken and what grammatical points should never be touched.

4. … and make your brand sound human and unique rather than another robotic corporate website

How many times have you seen company websites using these sentences?

• “As a company with over fifteen years of experience in…”

• “We offer business solutions”

• “We’re excited to announce that…”

We’ve all seen them soooooooo many times that… now? They’ve become white noise. They don’t really mean anything anymore.

Instead, a copywriter is just as fed up with these meaningless buzzwords as your audience is, so we’ll create unique voices and ways to get your point across.

Here are some examples of my own copywriting:

“No matter what you need us to cut down or how many branches we must trim, your garden will not be compromised. We always tidy up before leaving, just like Mum taught us.” - Knutsford Tree Services

“We bet you know the feeling. You open your kitchen cupboards, stand in front of a few piles of plastic-wrapped products, and think… I have nothing to eat!” - Mindful Morsel

“We were in your exact same situation three years ago: filled with a tingling desire to improve our habits but with no idea as to how to practically do it. That’s why we rolled up our sleeves and created Project Cece!” - Project Cece (… duh)

Instead of copying and pasting the same old corporate sentences, as a professional copywriter, I’ll make your visitors feel like you are having a direct conversation with them over a coffee.

5. Oh, and we sell without sounding salesy

Let’s be honest: nobody likes being sold to!

I genuinely get anxious if I spot a sales rep lurking on the street a few feet away (yes, I’m one of those who pretend to be on their phone to avoid that conversation).

“Wait, so you’re not going to help me sell my products or services?!”

Of course, I am! 

But, when your prospects read what I wrote, it won’t really sound like they’re being sold to. 

Why? ’Cause I’ll be showing them what problem or pain point of theirs you can solve with your products or services. 

Think about it! Would you rather be met with a salesy page that says:

“Buy our new ergonomic pillows TODAY!”

or one with something like:

“Sore neck after what should have been a good night’s sleep… again? Let’s help you wake up with a dreamy start of the day”?

Thought so.

6. A copywriter will optimise online copy and content for SEO

Having a professional website with targeted audience-oriented copy is key… but it also needs to be found by your dream customers.

Unless you’re super SEO-savvy, there are three main risks that you’re likely to bump into when you write your own copy and blog posts:

• They’re not optimised for SEO

• They are, but they target keywords that your dream audience isn’t actually googling

•  They’re so stuffed with the same keywords that they’ll get penalised by search engines (and they’ll sound so robotic that they’ll be painful to read)

Nowadays, unless they only work with printed materials, any professional copywriter should also be an SEO expert.

My superpower? Writing for both humans and search engines… without the other one realising it.

7. You’ll save a ton of time

Whether that’s writing your entire website copy from scratch or keeping your blog updated with high-quality content, doing it yourself takes time. 

And the worst thing?

All this time will be WASTED if you don’t know how to write for a specific audience or optimise your web pages for SEO. 

Ouch.

But, just you’re like the best person to do whatever you love the most about your business, a copywriter is the one when it comes to writing online copy for your business website.

This means that you can either focus on what you normally do for your business or enjoy a few well-deserved hours for yourself. Cheers!

How I can help your female-founded business as a copywriter 🔥

So, the moral of the story: “do I need a copywriter?”

Yes, but be sure to find the right one for the type of copy that you actually need.

Me? I specialise in turning ambitious female-founded brands into THE go-to solution in their dream audience’s eyes. I can help in three main scenarios:

• You’re about to launch your business website (exciting!) and want to kickstart it on the right foot: you need new copy from scratch

• You’ve realised that your website isn’t attracting many visitors nor converting those fleeting visits into actual sales: you need website copywriting services to replace the existing words on your web pages

• You’re ready to turn your business blog into an SEO- and lead-generating machine with compelling industry-related articles being published regularly: you need blog writing services

More #crafty blog posts on this topic:

“Ok, seriously: what is SEO copywriting, and why do I even need to worry about it?”

Well, in a nutshell?

If you don’t incorporate SEO copywriting when filling your website with words, nobody is going to find it when they look for the type of products or services you offer.

Intrigued?

Thought so.

Let’s make sure you no longer have to miss out on this ripe opportunity to generate organic leads.

Understanding SEO copywriting for your female-founded brand

To get a good grasp of what SEO copywriting is, let’s first check out the two terms individually.

What is copywriting?

Copywriting consists of writing words with the aim to advertise, sell, or convince an audience to follow through with a specific call to action (for example, it could even include signing up to your newsletter).

Some types of copywriting are:

• Website pages

• Online and print ads

• Brochures

• Leaflets

• Billboards

• Product descriptions

If you’d like to find out more about it, check out my overview of what a copywriter does. 

What is SEO?

SEO (search engine optimisation) is the practice of increasing the quantity⁠ but also the quality of your website traffic, making it easier for your audience to find it and have the best experience when navigating it.

Search engine optimisation involves both on-page and off-page tactics, including:

• Using keywords

• Attracting backlinks

• Mobile-friendliness

• Fast website speed

• Schema markup

…and much more. In fact, Google has over 200 ranking factors!

Is SEO important in copywriting?

Err, duh? It’s obviously not relevant for print ads, but SEO is super important in copywriting for the web.

From incorporating the right keywords to following the best practices to improve the experience of your website visitors (e.g. mobile-friendliness and speed), SEO allows your copy to help your website rank higher on Google and generate more organic traffic.

No more relying on paid ads alone to get leads!

So, what is SEO copywriting?

SEO copywriting is still the same as copywriting for the web but it also takes SEO strategies and best practices into consideration to help you attract your audience in the first place and then impress them with your website copy.

What SEO copywriting is not

Don’t get me wrong: even though SEO is involved, SEO copywriting is not about stuffing your web pages with robotic keywords or pushing your audience’s needs and UX into the background.

Your target customers must always be at the core of your website copy, and your copywriting should focus on converting these visits into leads or sales.

SEO is simply there to help you bring those people onto your website first.

Is SEO copywriting the same as SEO blogging?

Kinda, but not exactly.

Both SEO copywriting and SEO blogging rely on adding an element of search enchine optimisation to an existing strategy.

However, SEO copywriting is about conversions (selling or getting people to complete a CTA), whereas SEO blogging focuses on generating more traffic and smoothening the funnel by giving valuable content to your prospects.

All clear?

Now that you know what SEO copywriting is, you’ve probably already figured out why you need it, but let’s look at it properly.

How SEO copywriting will help your female-founded business grow

As an ambitious female entrepreneur, I’m sure you have an excellent offer for your target audience, but… not all of them have heard about you just yet, right?

Perhaps you’ve been relying on paid ads to drive traffic to your website and make yourself known.

Well, this is exactly where SEO copywriting comes into play!

By targeting the right SEO keywords, you’ll get to attract prospects who are looking for exactly the type of products or services that you offer but who don’t know your brand (yet).

Let me give you an example.

Imagine you’re a plumber in Liverpool, your business is named after yourself, and you’ve only recently started to trade.

Most people in your area don’t know your business name, but, once their sink starts to leak, they know one thing for sure: they need a plumber right now. 

So, what they’ll do is head to Google and type stuff like ‘plumbers in Liverpool’, ‘plumbing services in Liverpool’, or ‘plumber near me’.

If your website is correctly optimised for search engines and relies on excellent SEO copywriting, you’ll pop up right in front of their eyes. 

Now they’ve heard about your business, and… guess what? They’re on your website!

While the SEO side of things helped you get there, your audience-oriented copywriting will show them why you’re the best possible option for them.

Basically, SEO copywriting helps you drive more QUALIFIED traffic to your website and then convert it into leads and sales.

Why on earth have you been missing out on this juicy lead generation opportunity so far?!

Grab some SEO copywriting to turn your business website into a lead-generating machine 🔥

Since you’ve learned what SEO copywriting is, are you ready to start unlocking its benefits? Like getting more people to discover your website and brand without you having to waste hundreds of £ on ads every single month?

I can write the kind of audience-oriented and SEO-friendly website copy that will help your female-founded brand become THE go-to solution in your dream audience’s eyes.

More #crafty blog posts on this topic:

No clue as to how blogging helps with SEO? Oh my, you’re in for a treat!

As a 90s child who has known the pain of having to rewind VHS tapes and learned to get creative with abbreviations to fit everything into a single text, I’ve seen many things evolve when it comes to everyday technology and digital communication.

Still, one of the changes that intrigue me the most is how blogging went from being a cheesy MySpace hobby to a crafty marketing & SEO strategy that helps businesses reach and retain more customers.

I mean, seriously… that’s freakin’ impressive! 

Now that we’ve taken the time to appreciate how it has come, let’s step out of memory lane before we end up reembracing our old emo phase, and le't’s look at how blogging helps with SEO on your business website.

What is SEO in blogging?

SEO (search engine optimisation) goes hand in hand with blogging because you need too optimise your blog posts for the right keywords and use the best SEO practices if you want to rank higher than your competitors.

In fact, every single blog post should target a main long-tail keyword (consisting of three words or more).

That’s why ‘SEO blogging’ is another way of referring to the practice of blogging to help with SEO on your business website.

6 ways in which a blogging helps SEO on your business website

Here’s the best thing about SEO blogging: it doesn’t bring you just one SEO benefit, but it helps both your blog posts and your entire website rank higher in quite a few different ways.

1. SEO blogging provides fresh content 

If you were looking for a book on digital marketing, would you pick book A that was published in 2001 or book B, written a month ago?

Well, I’m gonna have to go all Dora-the-Explorer and assume that you’ve actually said book B.

In most cases, that’s the same for Google and search engines: if they see that a website hasn’t been updated in years, they’re going to think that it’s probably not relevant and favour the one that gets updated every month instead.

Blogging regularly is a great way to add organic content to your website, showing search engines that your website is fresh and up to date: perfect to be shown to its users.

2. It creates more indexed pages

Back to the book analogy: if someone told you that they want to learn all about cooking with avocados, would you recommend a tiny 20-page booklet or a larger volume with plenty of different sections that cover all aspects of cooking with avocados?

Google prefers websites with lots of content, too. Updating your blog regularly will automatically result in tons of new pages, because… every blog post is also a new page.

In fact, websites with blogs have a whopping average of 434% more indexed pages than websites without them!

3. You can target (and rank) for more long-tail keywords

Let’s say that your business consists of selling zero-waste items.

You’re probably already targeting different keywords across your main pages (‘reusable bottles’, ‘reusable coffee cups’, etc.), but those are mainly for prospects who’re ready to buy.

Most of your dream customers aren’t, and they actually discover new businesses via long-tail keywords. While they’re a bit more difficult to include on your main pages, they’re PERFECT for blog posts.

If you only rely on a few core pages while your main competitor blogs about relevant topics such as ‘How to reduce your plastic footprint in 10 easy steps’, guess which website is more likely to show up to new potential customers? Ouch.

Blogging about relevant topics in your industry and answering your audience’s questions is not only a fantastic way to showcase your expertise and build trust: it helps you rank for relevant long-tail keywords and attract a larger portion of your target market in the first place. 

That’s one of the juiciest ways in which blogging helps with SEO as well as lead generation!

4. Blog posts are perfect to add internal links...

Internal links are important because they help Google’s algorithm understand what your website is actually about, guiding its crawlers through its correct structure.

A blog is ideal to include these internal links naturally withinyour articles.

If you sell camping gear and you’re writing a blog post about ‘How to put up a tent even if you’ve never been camping before’, you’ll obviously want to include an internal link to your tents.

Or, if you talk about sustainability, link to your Ethos page where you mention the importance of an eco-friendly approach for your company. 

5. … and external in-bound links

If nine friends of yours recommended that new Chinese restaurant in town, you’re probably going to want to check it out, right?

Likewise, if Google sees that other websites are linking back to yours, it’s going to assume that it’s because you have top-notch content on there, and it’s going to make it rank it higher.

While it’s hard to get people to link back to your About page, it’s much more likely that someone who’s writing an article on the health benefits of coffee will want to link to your blog post on ‘How mushroom coffee can boost your concentration’.

In fact, companies with a blog on their website receive up to 97% more inbound links than those without it.

Let that sink in. 

6. It’s easy to share on social media

While social shares aren’t a direct ranking factor, they allow you to amplify some of the other ways in which blogging helps with SEO.

After all, the more people see and share your blog post on socials, the more visits your website can receive.

This will allow your brand to be discovered by people who don’t follow you on social media just yet and who haven’t even heard about you before.

And, needless to say (but I’ll say it anyway ‘cause I’m a rebel), it might eventually mean more backlinks, too.

So, how does blogging help SEO?

Blogging helps SEO by allowing you to target more keywords than you normally would through your main pages, as well as reinforcing other ranking factors such as fresh content, more backlinks, and a higher number of indexed pages.

Also, just for the record: the mind-blowing perks that we’ve covered are only related to how blogging helps with SEO specifically. If we want to talk about the benefits of blogging on your website in general, then we’ve only scratched the surface.

Need a hand with SEO blogging for your badass female-founded business?

If you’re ready to make the most of all the benefits of this marketing and SEO strategy but:

• the mere thought of having to come up with so much fresh content triggers your blank page syndrome

• you haven’t got time to do it consistently

• you don’t know how to optimise your blog posts for SEO in a way that actually helps you rank higher

  I can do all the hard work for you!

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