Why I Don’t USE (& Trust) Yoast SEO as a Copywriter

I’ll tell you a secret: I’m a professional copywriter, but I don’t always get a green light on Yoast. In fact, I stopped using it years ago.

Am I crazy? An amateur? A FRAUD? 

Well, I’ll give you some context and let you judge for yourself.

What is Yoast SEO?

Yoast SEO (also known as just “Yoast”) is a Wordpress plugin that helps you optimise your web pages and blog posts for search engines.

Or, if you haven’t got a Wordpress website, you can use Yoast online.

Either way, all you have to do is:

• Write your copy

• Tell Yoast what your focus keyword is

and this plugin will analyse it for you.

Using a traffic light system (red, orange, and green), it’ll tell you exactly what you did right, what can be improved, and what’s a downright SEO disaster. 

“Not gonna lie: it actually sounds pretty helpful, Giada. Why do you not like Yoast?”

I’m glad you asked!

1. Yoast SEO comes with many limitations

This plugin means well, but its suggestions aren’t always helpful.

Let me give you an example.

Sometimes, instead of forcing the exact same focus keyword (e.g. “worst copywriting mistakes”) into your text even when it doesn’t really fit, it’s better to:

• use its singular/ plural form (e.g. “this is the worst copywriting mistake when writing emails”)

• some similar ones to avoid repetitions (e.g. “most common copywriting mistakes”).

Google actually prefers this because it’s more natural and organic. So does your human audience. 

But Yoast? Nah. 

Because you haven’t used the exact same keyword, it’ll give you feedback along the lines of:

• “The focus keyword doesn't appear in the first paragraph of the copy. Make sure the topic is clear immediately.” 

• “The keyword density is 1%, which is too low; the focus keyword was found 2 times.”

• “A meta description has been specified, but it does not contain the focus keyword.”

If you were to try and use the exact same keyword just to get a green light on Yoast, you’d probably end up with a robotic text. 

2. It relies on outdated practices

One of Yoast’s core points is keyword density (=how many times you’ve used your focus keyword in relation to the length of the text. For example, 15 times in a 1000 word document: 1.5% keyword density).

Not only is this system flawed because, as you now know, it can’t detect singular/plural forms and slight variations: keyword density is an obsolete SEO practice!

Google is now smart enough to understand what your web page or blog post is about even if you don’t hit a specific keyword density.

Don’t get me wrong: it’s still important to repeat your keyword a few times, but there are other factors that can make an even bigger difference.

For example, additional keywords to complement your primary one and semantically-related words that clarify what this topic is about.

So, if you were to rely on Yoast alone, you could end up cramming your document with one keyword just to hit a density percentage (and not actually include what Google needs to understand your text).

3. AI can’t think on a case-by-case basis

Yoast and similar plugins make recommendations based on the best SEO practices.

In reality, SEO is really about creating the best possible content for your human audience and helping Google understand what it’s about.

This means that, in some cases, some of those best practices won’t be relevant.

For example:

• It’s good practice to include a few internal (to other pages on your website) and external links (to other websites). However, if you have nothing relevant to link to, you shouldn’t add random ones just for the sake of getting that green light on Yoast!

• It’s good practice to use your keyword in at least one heading. If it doesn’t fit organically, though, it’d be counterproductive to force that exact keyword into them (e.g. your focus keyword is “Can a copywriter write in my voice” and that’s part of your main title = it’s not going to sound very natural if you try and force it into multiple headings)

4. I know more about SEO than Yoast (#SorryNotSorry)

Do I think Yoast is useless? Not at all! 

If you don’t know anything about SEO but can’t afford to work with a professional writer just yet, this plugin can be a handy starting point. Just… don’t rely on it blindly (here’s my beginner-friendly guide to writing SEO-friendly blog posts).

But if someone is a professional copywriter like yours truly? They don’t need Yoast!

Seriously. I know I probably sound big-headed right now, but I’ve actually reached Google’s first page countless times:

• Without using Yoast

• With articles that probably would not get a green light on Yoast

Because there’s a lot more to SEO than fixing those orange and red points.

In fact, sometimes, it’s much better not to get a green light at all.

Ready to choose a professional writer over a plugin? 😏

If you’re planning on hiring me and then telling me “the blog post you wrote for me doesn’t get a green light on Yoast”*, then I’m gonna save you some time:

we’re not going to be a good match.

(*But hey, if you’re reading this article because you’re an existing client and have just asked me about Yoast, that’s cool. It’s a common question!)

Are you ready to trust a professional SEO writer over an AI tool?

Then I’m your girl.

I’m Giada, and I’m the copywriter for female entrepreneurs looking to become THE go-to solution in their niche.

I specialise in website copy and blogging services that’ll help you generate more relevant traffic, convert it into sales, and establish yourself as a thought-leading expert.

More #crafty blog posts on this topic:

Why I’m NOT the Right Copywriter for You (& I DO Mean It!)

“Oh, I see! She’s trying the old reverse psychology trick to tell us that she actually IS the right copywriter for all of us. 

Kinda like when a job seeker answers ‘I care too much’ after being asked about their weaknesses.”

Nuh-uh.

No reverse psychology or other tricks in this blog post.

I’m dead serious.

8 reasons I’m NOT the copywriter for you

And, by the way, there isn’t necessarily anything wrong with these points.

We all have different processes and boundaries.

But, if even just ONE of them sounds familiar, it simply means you and I would NOT be a good fit.

And I had to learn some of these the hard way.

1. You’re not happy to respect my process

The way I run my copywriting business isn’t negotiable. I’m very clear and upfront about it, and I’ll always tell you what the next step is.

The first one?

After you get in touch to tell me about your current situation and goals (and only if I think that’s something I can help with), we’ll start with a consultation. And I do charge for that.

I don’t do free discovery calls. I no longer put hours into a free proposal. And I most definitely haven’t got the energy and capacity to let people pick my brains for free.

Instead, I start with an in-depth consultation to understand exactly what’s been holding you back from a website copywriting and/or blogging point of view and how we can solve it so that you can start working towards your goals.

To do so, I spend time reviewing your initial enquiry and website, and I ask you a lot of questions during the actual strategy session.

Then, I elaborate on them and create a #crafty blueprint. This is an action plan detailing what you need, and it’s yours to keep and use however you please.

If you decide to use it to work with me, I remove the cost of the initial consultation from the custom quote included in it. (More about how it works)

Because it’s a paid consultation and blueprint rather than a time-consuming and directionless virtual cuppa, I give a ton of value right from the start. 

In fact, a client of mine got their first enquiry EVER after applying those initial tips alone, before we even started working together!

But, if you’re not happy to follow this process (and, instead, you’re planning on scheduling several free calls with different writers to then pick the cheapest quote and ghost the others), then I’m NOT the copywriter for you.

Which takes me to the next point…

2. You’re looking for the cheapest quote possible

Now, I’m far from being one of the most expensive copywriters out there. Really.

But I’m not the cheapest either.

My quotes are a reflection of the value I provide to my clients, my expertise, and the results I’ve already achieved.

While I price per project, I’m very transparent about my pricing model (you can find some pricing starting points on my website), so there won’t be any surprises.

But I won’t offer you a discount just because your cousin’s neighbour’s daughter can do it for less.

3. You need this done “yesterday, LOL”

If all you want is “words to fill your website”, you can get them within a day or two through Fiverr or Upwork.

Actually, scrap that: just get an AI writing tool to generate them for you within ✨ minutes ✨.

Do you want words written with a strategy? The kind of words that bring you actual results, from more traffic to new sales? Then I need time to write them.

In fact, writing is the SMALLEST part of my job as a copywriter. We should be called copyresearchers, in my opinion.

As well as talking to you, here are some of the things I do before I type a single word:

• Having a proper conversation with you to fully understand what your brand is about and who you’re targeting

• Asking you more questions through my project planner 

• Carefully reviewing your answers

• Familiarising myself with your brand voice

• Conducting more research to analyse your target audience, what problems they’re experiencing, how your business can solve them, and what’s the best way of telling them (for example, I also look at their questions and concerns on websites like Quora and Reddit, social media comments, and reviews or testimonials)

• I look at your competitors and their reviews to set you apart from them

• If your project involves blog posts, I ask for your input as an expert in that field

• I research the actual subject

• I conduct keyword research to find the best terms to help you be found by your actual audience

• I analyse the top-ranking pages for those keywords and identify the gaps that need filling to make you stand out

Then, I write the actual copy. And edit it several times before sending you what I like to call “the first draft” (even though it’s probably the 19th).

I can’t possibly do all that within a couple of days!

Here’s an example of a previous client with unrealistic expectations: 

They got in touch to ask if I could write some website copy for them, I promptly sent them a quote, and they got back to me over 3 weeks later… telling me they needed it ASAP (and asking for a completely different service).

I no longer put up with this kind of behavior.

4. You know exactly how the copy should look like (or you think you could write it yourself, you “just haven’t got time”)

Now, don’t get me wrong: I know some clients mean well when they say this.

They think that, because nobody knows their business better than they do (and they’re right about this part), nobody else can write about it properly (and they couldn’t be more WRONG here).

• Anyone can write about their own business

• Not everyone can do it in a way that translates into relevant traffic, leads, and sales. That’s what a copywriter is for!

We don’t write pretty words. We write the right ones for your audience.

Of course, we follow your brand guinelines and tone of voice!

But, if you go into a copywriting project expecting your copy to match your own vision, you’re probably going to be disappointed.

And this isn’t just because copywriters can’t read minds (yet!): it’s because your vision is unlikely to be what your audience needs to hear in order to go, “yes, please! Take my money NOW.”

If that were the case, the copy you DIYed would have already been doing that consistently (#SorryNotSorry).

The thing is: when we’re so invested in our own business, we’d like to talk about how excited and passionate we are about it, how much we love doing what we do, and all that jazz. But that’s not what your audience wants or needs to hear.

So, if you can’t appreciate the fact that I’ll be writing your copy for them and to give you the highest chances of converting them into paying clients (NOT to stroke your ego), then I’m NOT the copywriter for you.

5. You think you know better than me, especially when it comes to SEO

This might sound cocky, but hear me out.

YOU are badass at running your business. I probably couldn’t do what you do (unless you’re a copywriter or you get paid for loving 80s music and dressing vintage more often than not).

But I’ve learnt, studied, and practiced copywriting and SEO for years. So, if you’re planning on disregarding that, I’m NOT the copywriter for you.

I had a client telling me that, because they work with ‘conscious clients’, “maybe that can be a keyword?”

But this had NOTHING to do with SEO. Someone looking for that type of business wouldn’t go on Google and type ‘conscious clients’ just because they are ‘conscious clients’, don’t you think? They’d google the type of services they’re after. 

I appreciate SEO can be confusing and overwhelming. You might not understand exactly—or at all—how it works. But that’s why I’m here. Same when it comes to copywriting tactics.

Don’t get me wrong: if you already collaborate with an actual SEO expert, we can agree that THEY will be sending the keywords, and I’ll take that into account when preparing your custom quote.

But, if you (or your VA, or someone who is NOT an SEO or copywriting expert) are planning on suggesting random keywords or replace my conversion-focused copy with vague words like “awesome”, then I’m NOT the copywriter for you.

And, if you think SEO is all about getting a green light on Yoast, you can find a cheaper copywriter who’ll do that for you.

There’s a lot more to SEO copywriting than that.

In fact, I’ve reached Google’s 1st page countless times for both myself and my clients, even (or better: “especially” 😏) with copy that wouldn’t get a green light on Yoast.

6. You’re after the hired help rather than an expert 

Once again, you can find the hired help on Fiverr.

Full disclosure? I used to be the hired help, too.

Now, I only collaborate with clients who understand that I’m not an employee or someone who’ll say yes to everything.

For example:

• You might think you need a short, 200-word website page, but I WILL tell you if you need a longer one based on your goals (and, also, I WILL explain that such short pages are classified as ‘thin content’ by Google and would penalise your website’s SEO)

• If you request an edit or tweak that wouldn’t affect the strength and potential of your copy, I’ll complete it without questions. If you ask for a change that would compromise conversions or SEO? I WILL tell you and explain why. I won’t just edit it and let you walk away with some copy that you personally like the sound of more but that isn’t as strong as it can be

Once again, you’re paying for results, not words.

7. You expect my copywriting services to automatically solve all your problems

I’m an expert when it comes to copywriting and on-page SEO, but those aren’t the only things that need to be right for your business to succeed.

So, my clients need to be aware of the fact that, as a copywriter, I’m not responsible for everything else. 

A bit like you wouldn’t expect your plumber to take care of your interior design (or get mad at them if your pink chair doesn’t go well with your blue sofa).

For example:

• Excellent copywriting can’t fix a bad offer

• Whilst copywriters do conduct plenty of additional research, you need to be clear on your USP, audience, and their pain points before you get in touch with us

• Bad design and unreadable typefaces will turn a big chunk of your website visitors away, no matter how good your copy is (in fact, they might not even stick around long enough to read it)

• If your website is poorly designed, incredibly slow, and not mobile-friendly, it doesn’t matter how well I write your copy and optimise it for SEO: it’ll be extremely unlikely you’ll rank high on Google

8. You cannot commit to answering my questions or sending me all the material in time

As you now know, a copywriter needs a ton of information to write the right copy for you.

If you’re like, “oh my god, but I wouldn’t know WHAT to give you,” relax. I don’t expect you to have a brief before you get in touch with me. That’s exactly what my project planner is for! 

What I do need from you is simply… well, that you fill it in time. Or, if we’re talking about an ongoing collaboration (like a set number of monthly blog posts), that you send me the new material before my deadlines.

For example, I always conduct plenty of research and write the actual blog posts, saving you hours every time. Still, I do ask my clients to send me some bullet points on that topic so that I can position them as experts in that field.

You know, the kind of stuff that I (or another writer) wouldn’t be able to find on Google but that you already know. Or perhaps a new spin on a topic to reflect your unique angle.

I do send a reminder through a project management software so that you can remember to do that every month or before a one-off collaboration.

However, if you can’t commit to sending me everything and won’t respect my deadlines and time, then I’m NOT the copywriter for you.

Still here? In that case, I probably AM the copywriter for you, yaknow? 😏

If, instead of feeling offended and thinking I’m the worst person on earth for having boundaries and knowing my worth as a copywriter, you thought, “this makes sense”, good news:

you have a lot more in common with the clients who’ve already trusted me with their words.

And, thanks to our mutual understanding, that’s why they’ve achieved certain results, including (but not limited to):

• Ranking for several, relevant keywords even though nobody could find them on Google before working with me

• Generating more organic traffic as a result

• Encountering less resistance when selling their services, especially when it comes to pricing

• Higher conversions

• Getting juicy backlinks from relevant publications in their industry (the kind where their target audience is also active)

So, after telling you all the reasons why I’m not the copywriter for you, here’s who I do work with.

I’m the copywriter for female entrepreneurs looking to position themselves as THE go-to solution in their dream audience’s eyes through their website copy and blog (and to trust my expertise when it comes to writing the words that’ll achieve that).

Sounds like you? 

Well, now you know exactly what to do, doncha?

More #crafty blog posts on this topic:

15 Client Red Flags & How to Avoid Annoying a Freelancer

When I started out as a freelance copywriter, I didn’t even know what client red flags were. Some prospects were virtually waving them right in front of me through their emails and comments, and yet I would ignore them like a naive teenager thinking “i CaN fIx ThEm.”

Now, I know (a little) better. 

And here’s the thing: client red flags are highly subjective. Something that doesn’t work for me might be fine for someone else.

However, after talking about it with some fellow service providers, I realised there are a few that seem to be universal or, at least, extremely popular amongst the freelance squad.

Grab pen and paper.

15 client red flags that make freelancers want to run away from you

If you’re considering hiring a freelancer, please, please, PLEASE avoid saying or doing the following things. 

I actually have a crafty tip later down the article to help you do that even with client red flags that aren’t included in this list.

(And, if you’re a fellow freelancer, please, please, PLEASE start recognising them early on.)

1. “Can I get a free sample?”

“Sure. I’ll use that to pay my bills this month.”

… NOT!

Free samples can’t pay my rent. They also require valuable time and energy I could reserve for my paying clients (or, you know, to do ANYTHING else).

If you want to get a feel of someone’s work before you hire them, that’s totally fair. Go on, and check their portfolio and case studies.

But don’t be the kind of client who expects them to work for free.

2. “I need this done yesterday, LOL” 

As Dr Richard Diston (The Real Security Doctor) said: “I need payment the day before yesterday, in that case.”

This is a BIG client red flag because it shows your company has poor planning and expects freelancers to bend over backwards to make up for it.

If something’s a priority, please contact us as soon as possible. Don’t wait until the last minute and then try and put pressure on us.

We have other deadlines in our diary and can only work so many hours a day.

3. Not following or respecting a freelancer’s process or boundaries

Now, this is one of those client red flags that can look completely different depending on who you speak to, because… well, we all have different boundaries and systems!

“But Giada, how can I be expected to know about them, then?”

Well, that’s why communication is key. Read the materials we send you, and respect what we ask you to do.

For example, some red flags for me are:

• “Can we just jump on Zoom to talk about it?” whilst I’m asking you a couple of written questions to figure out if this is even something I can help with (plus, I charge for initial consultations)

• Expecting additional meetings to be free

• Calling me out of the blue 

• Sending an email at 7 pm on a Friday and then emailing me on Sunday morning asking if I received it (even when you can clearly see in my email signature that my working hours are 9-5, Monday to Friday)

4. “I just need a quote. Can you provide it?”

A client red flag for freelance writer Sean Kivi (and many, many freelancers) is when “a client fails to give the details of a job but expects a quote out of thin air.”

Here’s why that’s a problem: because we can’t quote for a project we know nothing (or not enough) about.

Most freelancers price per project, not per hour. We’re not employees!

Don’t get me wrong: I know budget is important and you need a general idea before talking to us or paying for a consultation. But that’s exactly why most freelancers have some pricing starting points for their services. 

5. Negotiating rates or asking for a cheeky (=disrespectful) discount

MASSIVE client red flag as it shows you don’t value our work.

I’ve fallen for this one before (never again, thanks), and that meant having to work just as hard… for less money. How is that fair?

Some popular variations of this red flag are:

• “Can you give us a cheaper rate? There’s loads more work in the pipeline”

• “What is your BEST price?”

6. Refusing to sign a contract and pay upfront

That immediately prompts a question: what have you got to hide?

If the answer is “nothing” and you’re NOT planning on ghosting us after receiving your project, then signing a contract (and paying a deposit or the entire amount depending on the sum) shouldn’t be a problem.

Freelancers have costs and commitments. We can’t be expected to work for free and wait months for a payment that may or may not come.

7. “It’s not that much work” or “I just need a quick polish” 

“When a client is looking for web copy because they’re repositioning or because their old copy isn’t converting and tells me this, I cringe. Usually, I’ve already seen the website and know we need a total overhaul from the ground up, which obviously includes voice of customer and competitive analysis, among other things. There’s nothing ‘not much’ or ‘just a quick’ anything about that work!” Elle Rosselli, Clear Copy Works

The main client red flag here is that you’re basically telling us how long it should take us to do OUR job.

And guess what? It’s usually longer than you think.

But, either way, it doesn’t matter because we’ve already established that most of us price per project.

To put this into perspective: an IT technician doesn’t charge less just because all they did was press a button. The reason why they knew what button to press (and you didn’t) is that they’ve spent years training and investing money in their learning and development to be able to do that so quickly. 

That’s basically what they’re charging you for. That, and the final result. Not those 15 minutes.

8. Expecting constant availability and micromanaging

News flash: freelancers are NOT your employees.

You don’t hire us to work for you in the traditional sense. We’re here to offer you a service. 

So, we can’t be expected to be available 24/7, pick up the phone when you call out of the blue, send you additional stuff via email (for free), and report to you as an employee does.

9. “Below the radar assignments”

“‘Would you just take a look at _____?”
“_____ will give you an idea of what we want.”

“Could you help us with _____?”

“What do you think of _____?”

They basically want you to do a shi*load of work and tell them where they’re going wrong.” Jon McCulloch, The Evil Bald Genius

Once again, this red flag is about clients (or prospects) not respecting our time and expecting us to work for free.

And in most cases? They end up taking our advice or free audit and using it to work with someone else (=someone cheaper).

Not cool, now, is it?

(By the way, I HIGHLY recommend Jon’s book, The Well Fed Freelancer, to any service provider struggling to enforce boundaries.)

10. Complaining about previous freelancers

“I’d definitely say it’s a red flag if a potential client continually complains about every previous freelancer they’ve worked with — if they take some responsibility or acknowledge their role in it then that’s fine, but if they’re saying that every other freelancer they’ve worked with is basically a scam artist then RUN🏃🏼‍♀️” Grace Hall, copywriter and founder of Crying Over Copy

Yep. 

Don’t get us wrong: it can happen to be unlucky and have a bad experience with a freelancer. 

However, if it keeps happening, spoiler alert: YOU are the common denominator.

I’ve once worked with someone who, as soon as we started a call, told me, “You’re the 5th copywriter I try to work with for this project.”

They turned out to be a nightmare.

11. Expecting us to send a CV or fill out an application form

Once again, we’re freelancers. NOT employees.

You’re investing in one of our services. NOT offering us a job.

As such, you shouldn’t expect a CV. Seriously: I haven’t had one in years.

My CV is my website, my portfolio, my case studies, my client testimonials, my LinkedIn profile, the results I’ve achieved for previous clients, and so on.

You don’t need to know I had a marketing job in 2018 (well, now you do, anyway) when hiring me to write your website copy.

12. “I know exactly how it should look.”

“This is probably the biggest red flag because a client won't let me do the job I was hired for. In my humble opinion, a client that's an ‘expert’ outside of their own field of activity is simply a control freak that will ruin the outcome of a project.” Gabe Marusca, founder & web designer at Digital Finest

Let’s get real, now:

• You’re hiring a professional

• You’re paying them to do a job

• Why on earth would you tell them how to do it?

Do you tell your plumber how to fix a pipe? Or your gardener how to trim a hedge?

I genuinely hope not.

13. Radio silence

“When a client sends you a job, you deliver, then you hear nothing (even though they pay you). Then they get in touch for something else, and the same thing happens. I call them the ‘wham, bam, thank you ma’am’ clients.” Gabriella Sterio, copywriter, editor, and proofreader

This only happened to me once (so far).

They paid me, took my copy, butchered it when they uploaded it onto their website, and disappeared. POOF.

When they came back, they turned out to be an absolute nightmare because… well, plot twist (not really): they didn’t value communication and never answered my emails. 

Duh.

14. “I could do it myself, I just don't have time for it.”

“I do have clients that are actually legit great writers. Some still write some of their content. Some used to. But none of them brag about it. ‘I could do it myself’ generally means they could NEVER do it but don't want to pay you!” Kat Gál, health writer, freelance writing mentor, and creator of the No Hustle Freelance Writer course

Yes. Or it can also mean they genuinely think they can and therefore don’t understand the value of what we do (and aren’t prepared to pay for it accordingly).

For example, just because someone “was good at English” and can write well, it doesn’t mean they can write copy that converts into sales. That’s a totally different skillset. 

15. Changing the scope of the project

“Agreeing to proceed on a project and emailing back ‘oh, can you JUST add this’ and a) expecting it to be done, and b) not expecting it to cost anything extra. Red flag as they won't value your time and will just expect more and more. I learned the hard way early on being a people pleaser! It comes back to bite you!” Joanne Gardiner, content writer & creative VA

A freelancer’s business isn’t an all-you-can-eat. Just because we’ve agreed to a specific project, it doesn’t mean you can get additional stuff out of us without paying for it.

And, by now, we might not even have the availability for it.

How to avoid being a giant walking red flag as a prospect

As promised, here’s a simple trick you can use when approaching a freelancer:

Ask yourself, “would I ask/do/expect the same from a private doctor? Or the CEO of a multinational company?” If the answer is no, then you shouldn’t ask/do/expect the same from a freelancer.

For example, I bet you wouldn’t ask a doctor to perform a small surgery for free before booking a bigger one. You wouldn’t expect them to give you an in-depth consultation for free. You wouldn’t tell them how to do their job, now, would you?

And I’m pretty sure you wouldn’t call the CEO of a multinational company out of the blue. Or email them after a day because they didn’t reply to your Saturday morning message.

At the end of the day, freelancers are professional business owners. Treat us as such, and our collaboration will be oh-so-magical! Pinky promise. 

More #crafty blog posts on this topic:

“Wait, You Don’t Do Free Discovery Calls, B*tch?!”

Ok, nobody has actually used the final word. I wouldn’t be too surprised if some of them had thought it in their head, though.

After all, everyone offers free discovery calls nowadays, so why do I need to be on such a high horse?! 🐴

Or, at least, that’s probably how it comes across to someone who was secretly just hoping to ‘pick my brain’ for free.

Here’s the actual reason why I no longer offer free discovery calls.

Spoiler alert: no horses involved.

The reality behind most discovery calls

Before introducing my current onboarding process, here’s what it used to look like (and how it still does for many of my virtual colleagues, as I often see them complaining about it on LinkedIn).

• Random Uncommitted Prospect: “Hi, I need a copywriter. Can we jump on Zoom to see if we’re a good fit?”

• Old Me: “Yes, sure!”

• Old Me would then schedule a time in her diary. Then, that day, she’d know she couldn’t go too deep into a project because she would have had to stop working to do this free discovery call. She’d also google that prospect’s business to find out a little more about it and jot down some ideas (for free)

• Time for the free discovery call! Random Uncommitted Prospect starts talking about their business and asking questions that were clearly answered on Old Me’s website. Old Me would also end up sharing a ton of tips and value during this call (for free)

• Then, Old Me would spend HOURS creating the perfect proposal (for free) and calculating the right quote for the project

What then? 

• Sure, in some cases, Random Uncommitted Prospect turned into a client

• In some others, however, Random Uncommitted Prospect had just done the EXACT. SAME. THING. with a bunch of copywriters. All without even taking the time to look at their website and pricing starting points! They’d then choose a writer⁠—usually based on the cheapest quote⁠—and, in the ‘best-case’ scenario, let the others know

• In most cases? They’d straight-up ghost them 👻 (seriously: I’ve lost count of how many prospects haven’t even had the decency to tell me they had gone with a different writer!)

• Some of them even used that packed-full-of-value proposal with a cheaper writer

Why that old system wasn’t sustainable and didn’t sit right with me personally

Disclaimer: if YOU offer free discovery calls and they’ve been working well for you, I’m by NO means telling you that you should do anything differently. You do you, my friend 👊

Here’s why they didn’t work for me personally:

• I’d spend AT LEAST three hours of my time doing all that for free… only to never hear back from some of these prospects!

• When you time that by three or four prospects a week, that’s 9/12 hours that I could have used to work on some actual projects for my fantastic clients (or, on a selfish note, to have a more sustainable work-life balance). That’s longer than a full working day!

• My business is a one-girl band: if I’m that busy doing free calls and proposals, err… who’s doing the actual copywriting? (looks around confused)

• Jumping on Zoom without even knowing what this person needs can be a ridiculous waste of time (someone literally approached me to build a website for them, once: I’m NOT a web designer!)

• I’m always more than happy to give value for free to my badass audience. For real! My blog, newsletter, and social media are OOZING free tips 🙌 But, when it comes to one-to-one scenarios, it’s not sustainable or, in my opinion, ethical. As I mentioned, some prospects would just take my tips, advice, and proposals… and use them with cheaper writers

• Selfish reason: as an introvert, calls DRAIN ME. Jumping on Zoom with so many Random Uncommitted Prospects was seriously undermining my concentration and workflow

Why I now start with a paid strategy session (£99)

Now, I only work with clients who’re actually ready and EXCITED to collaborate with me. 

Those who’ve been following me for a while. Who’ve read my website, writing samples, pricing starting points, and case studies. Those who trust my expertise.

Most importantly, I start by figuring out what they actually need.

No more offering a quote based on a generic “how much for X” when… X might not even be what their business would benefit from!

The aim of my initial strategy session is to understand your current challenges, goals, and what exactly it is that you need (from a copywriting point of view) to get there.

It’s not ‘to see if we’re a good fit’ or sell you something you don’t actually need just because you asked me about it when you approached me.

And, at the same time, it’s not for people to pick my brain for free and then take the proposal that I spent 2/3 hours creating and use it with someone else.

#SorryNotSorry

So, how do these strategy sessions work? 🙌

Instead of ‘Random Uncommitted Prospect’, we now have a much cooler new character:

✨ ‘Committed and Respectful Prospect’ ✨

And Committed and Respectful Prospect has either been following me for a while or looked at my website, services, samples, case studies, and pricing starting points.

Here’s what our interactions are like:

• Committed and Respectful Prospect: “My current website copy isn’t converting” / “Nobody reads my blog” / “I want to generate more leads with my blog” / “I wrote my website copy when I first started out and can tell it no longer represents my business” etc.

• New Me: during this strategy session, I ask them all the right questions to understand their current situation and what they’re hoping to achieve with this new project. I always end up sharing some tips and ideas on the spot, too

• New Me: after this session, I take some time to figure out exactly what they need to get there 

(e.g. whether or not SEO needs to be a part of their website copywriting strategy, how we should organise the copy for their new website pages, how we’re going to capture their visitors’ email addresses, how many blog posts they should publish every month, how to promote them, what to blog about for their audience, and so on)

• Committed and Respectful Prospect: they obtain a #crafty blueprint with all these juicy details and a step-by-step plan. This is entirely theirs, and they can use it however they please. Pinky promise. And yes, that includes giving it to another writer. If they decide to use it to work with me, however, I’ll remove the initial £99 from the custom quote included in the blueprint. And if, for whatever reason, I decide I can’t help them, they also get their money back, of course

So, I hope you can now see that I’m not on a high horse (like, seriously: I can barely ride a pony 🐴).

I’ve simply decided to create a different system that, so far, has been incredibly beneficial to all my serious prospects (and I’ll be honest: to my own sanity and workflow, too).

Unlike with traditional discovery calls, I usually see them write down my ideas and tips, having little eureka moments when I mention my suggestions… and that’s before I’ve even prepared the actual blueprint for them! How cool is that?!

If you’ve made it this far and realised that you’re ‘Random Uncommitted Prospect’, I guess we’ll have to part ways. Maybe we can do that with a little slow-mo moment and some sad music playing in the background?

But, if you know you’re ‘Committed and Respectful Prospect’ and are beyond ready to work with me, the magic’s about to start! ✨

Now, you know what to do.

I’m a copywriter making ambitious female entrepreneurs become THE go-to solution in their dream audience’s eyes.

Hit that button, tell me more about your current situation when it comes to website copy or blog posts, and let’s discuss it in-depth during a proper strategy session.

My words, YOUR badass brand.

More #crafty blog posts on this topic:

Can A Copywriter Actually Write in My Brand Voice? (Real Talk)

“It’s MY business: how can a copywriter write in my brand voice without sounding… off?!”

First of all, let me be completely honest.

I get it: outsourcing is SCARY (and your question is legit)

I’m a copywriter, so I’ve never had to worry about having someone else write for me—although I have actually written for some fellow writers before, which helped them look at their business with fresh eyes.

Still, I’ve had a similar concern when outsourcing other aspects of my business:

• “How will this graphic designer be able to create a logo that represents MY business?” (spoiler alert: she did)

• “Will this professional photographer really be able to take pictures in a way that showcases MY brand?” (spoiler alert: she freakin’ did, too!)

It’s normal. Because let’s face it: our brand is our baby.

Whether you’re a woman solopreneur or run a female-founded business, you’re invested in it. 

The thought of trusting an external person with it? An I-want-to-hide-in-a-corner-forever kind of scary.

Here’s an enquiry that I’ve received from a fellow female entrepreneur looking for ghostwriting services a while back:

After explaining my process, she decided to take the leap and… guess what? 

This was her feedback:

So, the answer to your initial question is YES. A good copywriter can totally write in your brand voice.

In fact, that’s literally what we do for a living. It’d be pretty bad if we sucked at it, don’t you think?

How to ensure that a copywriter matches your brand voice

Now, while a copywriter should be able to match your brand voice, here comes the truth bomb: we can’t read minds (yet).

So, for us to write like your company or personal brand, we do need something from you.

1. Work with a professional copywriter instead of looking for cheap work on Fiverr

First things first: if you’re thinking of finding the cheapest writer on content mills like Fiverr or Upwork and paying them £20 for a 1000-word blog post, you can’t expect them to match your brand voice.

A real copywriter will spend more time doing the actual research than… writing. For real. And how can you expect someone to take the time to understand your brand, audience, and voice if you’re only paying them peanuts? 🥜

So, my advice is to look for a writer who’s running their own copywriting business and also has an actual brand rather than a desperate freelancer struggling to make ends meet on these platforms.

• Ask your contacts if they can recommend a reliable copywriter

• Look for one on Google or LinkedIn

Then, check out their website and portfolio: do their writing samples sound different from each other?

Congratulations: you’ve found someone who can match different brand voices.

What now?

2. Share your brand bible with them

This is actually what I told my client when she approached me with that initial question:

the best way to ensure that a copywriter can write in your brand voice is to… share your brand bible or tone of voice guidelines with them. Duh. 

These documents are what allows you to keep all of your communication consistent.

For example, some of the points that I’ve seen in other brands’ guidelines are:

• Always use the Oxford comma

• Unless talking about a specific example, opt for inclusive language like ‘parents’ instead of ‘mummy & daddy’

• Refer to BIPOC as ‘marginalised communities’ rather than ‘minorities’

• Avoid words related to addiction like ‘-aholic’ variations (e.g. ‘shopaholic’) or ‘junkie’

• Use short paragraphs and punchy sentences more often than longer alternatives

• Preferred usage: ‘our herd’ instead of ‘our employees’, ‘bikes’ instead of ‘bicycles’, ‘complimentary’ instead of ‘free’...

• The adjectives that we use to describe our brand: ‘premium’, ‘luxury’...

When you provide your copywriter with such a comprehensive document, there won’t be any risk of them using the wrong word for your style or writing in a way that doesn’t match your other marketing materials.

3. “What if I haven’t got a brand bible? Am I DOOMED?!” 

Not at all!

And don’t worry: this tends to be the case for at least half of my clients, especially solopreneurs and fairly new businesses.

If you haven’t got a brand bible or tone of voice guidelines, you can tell your copywriter how you’d like to sound:

• By describing your ideal voice (e.g. friendly, confident, bold, etc.)

• By linking to some examples of brands whose voices you admire

Mind you: this doesn’t mean you should copy them! But it’ll help point your new copywriter in the right direction.

And if you are the brand:

• Link to some examples of your own tone of voice in action (e.g. a newsletter you wrote)

• If possible, provide a video or audio recording, too (e.g. a social media video in which you’re talking about your business)

• Personally, I’d also ask for your permission to record our initial call so that I can then refer to it and write your copy in the way you talk

Either way, before I start writing for my new clients, I always ask them to fill in my project planner. One section is entirely about tone of voice. So, if you haven’t got a brand bible, you’ll also get to circle some adjectives that best describe yours.

To put it into perspective, here are some examples of how some famous brands describe their own voice:

• “clear, genuine and with a bit of dry humor” - MailChimp

• “strong, confident and aggressive” - Harley Davidson

• “witty, elegant and classic” - Tiffany

They make sense, don’t they?

That’s why adjectives can be an excellent starting point! A professional copywriter won’t leave it at that, though.

Written examples, videos, and audio recordings are what makes it oh-so-much-easier for us to sound like you.

Working with me: my words, your brand voice🖊

Now that you know that a copywriter can totally write in your brand voice, have you already found one?

If you’re interested in strategic website copy or blog posts, I can help. And you already know my process to match a brand’s tone of voice. Nice one!

I specialise in helping ambitious entrepreneurs become THE go-to solution in their dream audience’s eyes.

My secret? Well, it’s not that much of a secret as it’s plastered all over my website, but it’s all about:

• using the right SEO strategies to attract your target customers in the first place

• impressing them with copy that was written with their needs in mind

• positioning your brand as the most logical solution to their pain points

More #crafty blog posts on this topic:

Cheap Copywriting? Here’s Its Freakin’ Expensive Cost

If you typed ‘cheap copywriting’ because you were actually considering hiring a freelancer based on the lowest per-word rate, this blog post is your chance to NOT WASTE TIME AND MONEY.

Consider it a hint from your time-travelling future self, yeah?

Cheap copywriting is just… words on a page

I’m not saying that cheap copywriting can’t sound good. 

You know what? You might even enjoy what you receive (although I’ve seen countless samples full of bad grammar and actual mistakes), especially since it was probably written to stroke your ego rather than with the needs of your target audience in mind.

But is cheap copywriting actively going to help your business? 

Let’s face it: if anything, it’s probably going to damage it.

Writing for such little pay is unsustainable

Content mills like Fiverr and Upwork have done what fast fashion has caused to the clothing industry: getting people to think it’s absolutely fine to buy loads of stuff for £5 or £10 without questioning it.

But, much like fast fashion’s sweatshops and poor environmental practices, these platforms are also dreadfully unsustainable.

“Think about it! How could someone make a living if they’re being paid a tenner for something that should take hours to plan, research, and write?”

—

The answer is in the next point.

You’re probably dealing with an overworked freelancer rather than a professional business owner

If someone is happy to be paid so little for a project, they must be taking on dozens a week in order to make a living (and I’m talking about surviving rather than leading a decent life).

They haven’t got enough time to dedicate to your specific one.

After all, they have ten other deadlines over the next couple of days.

So, this means that they must churn out hundreds of words asap, worrying more about meeting these platforms’ unrealistic deadlines than taking the time to understand your audience, research the topic, edit the first draft properly, and so on.

I know this because... I used to be one of them, years ago. I didn’t last long on Fiver, though: as I said before, these platforms’ model is unsustainable.

When you collaborate with a professional copywriter and pay them accordingly, you don’t have to worry about any of that. You’re dealing with someone who has an entrepreneurial (rather than ‘struggling freelancer’) mentality.

You can expect professionalism, high-quality copywriting, and actual results.

Cheap copywriting is about speed rather than results

In my experience, the kinds of clients who look for cheap copywriting are also the ones who say ‘hilarious’ stuff like, “we need this yesterday LOL.”

Well, if you needed it yesterday, you should have asked me about it two weeks ago, Karen.

I can’t stress this enough: successful copywriting isn’t just pretty words on a page.

• There should be a strategy behind them

• The business should have taken the time to research and understand its target audience

• The copywriter needs to have time to brainstorm, carry out more research, plan, write, and edit these words accordingly

You can’t expect all that if you ask for a new website page by the end of the day or tell your copywriter “just freshen up our current copy”.

Could I write a new website page in an hour? Technically, I could.

But do I do it? 

Of course, not!

When you agree to work so fast or for such little pay, you can only focus on writing words asap.

With my professional copywriting services, I focus on crafting copy that brings you results based on your specific USP and target audience.

And, to do that, there’s no way I could be done in an hour. 

Here’s how cheap copywriting will actually cost you more money

There are two main ways in which cheap copywriting will turn out to be more expensive than the few dozen pounds you paid to begin with:

• You’ll miss out on conversions. Excellent copy does one main thing: it gets readers to follow through with an action, whether that’s to buy, subscribe to your newsletter, or something else. But, to do that, it needs a strategy and must be geared towards your specific target audience. If your cheap copywriter hasn’t even asked you anything about them, how are you going to grab their attention? How are they going to think “OMG, this is literally what I need in my life?”. So, cheap copywriting might look and sound nice. If it doesn’t convert into sales, though, you’re just wasting time and money

• You’ll eventually have to invest in new copy when you realise that you’re not seeing results. And, if you keep looking for cheap copywriting, this will turn into a vicious cycle. Much like when people insist on buying a new £5 t-shirt per season instead of investing in an ethical £20 option made to last

Professional copywriting, on the other hand, is a long-term investment for your business

Copywriting is no different from your website development, tills, software, or anything that you had to purchase in order to get your business off the ground: you should think of it as an investment rather than something you buy as cheap as possible.

“Because, when you invest in the right thing, you’ll get a lot more for your money.”

—

A professional copywriter also invests in their own business & development

Remember when I talked about the difference between a struggling freelancer and a copywriter charging higher rates? 

The latter has a business owner mentality, which means they’ll be constantly working on their skills and investing in self-improvement.

This involves courses, books, articles, keeping up with industry trends… as you can imagine, it takes time! And money, of course.

I most certainly wouldn’t be able to do all that if I relied on dozens of £10 gigs a week.

And the worst thing? It would totally show in the copy that you receive.

A lot goes into copywriting: not just words

I know that sometimes, when clients see a 300-word website page or a 600-word blog post, they think, “surely it only takes half an hour to write that!”

But the thing is, it freakin’ doesn’t.

For example, here’s what I do before I start typing away:

• I ask you the right questions in my project planner and carefully review your answers 

• I take the time to understand your target audience: what makes them tick? How would your products or services improve their life?

• I research the actual subject

• In most cases, I perform keyword research to find the right terms to help you show up on Google and be found by your audience

• I look at your competitors and/or the other top-ranking pages using the same keyword: how can I make yours the very best one out of all of them? Are there any gaps that need to be filled? Is there something that would be more effective if done differently?

Only then I start brainstorming and writing the first draft.

Once again, there’s no way I’d be able to do all that if I charged a few dozen pounds per project.

You’re basically paying for results

This is the main difference between cheap copywriting and professional services priced accordingly: you’re not paying for words, but rather for results.

And this is because a professional copywriter has spent time asking you questions, understanding your audience, and figuring out how to make you stand out against your competitors. 

“It’s not just guesswork: it’s copy written by taking all these points into account.”

—

Plus, because this copywriter has been investing in their business and skills, they know exactly how to help move your leads down the funnel. 

Whether to use a call to action or a call to value, what to include in your above-the-fold copy, whether to optimise for that keyword or this other one: these aren’t things you can expect when you’re just trying to save money.

Why I stopped marketing myself as an ‘affordable copywriter’ (even though I’m FAR from being the most expensive)

Be honest: would you expect a high-quality, tasty brew if you were only asked to pay £0.50 for a coffee? 

I mean, if you only want a shot of caffeine and don’t mind it tasting burnt, go for it. 

If you’re after a pleasurable sensorial experience, you can’t expect it for such little money. And, if you’d like to sit in an aesthetically pleasing cafe with knowledgeable staff members who get trained regularly, then expect to pay even more.

Same with clothes. Would you really compare a three-pound t-shirt made by exploited workers using toxic chemicals and a £20 organic-cotton model manufactured sustainably and made to last?

That’s the same with cheap copywriting!

As a writer for ambitious female entrepreneurs, I no longer market myself as an affordable copywriter because this would immediately get my leads to expect ridiculous £10 blog posts. 

Not only that, but it would shift the focus from ‘results’ to ‘cheapness’ and ‘unsustainable speed’, and that’s not what my services are about. They’re about expertise and results.

To get a taste of what you can expect when you work with me, here’s a juicy case study:

how I helped this female-founded platform generate more organic traffic, attract relevant backlinks, and position themselves as experts in their field (through their blog and some strategic website copy).

If you want results, then forget about cheap copywriting: look for writers who are reassuringly expensive.

Like a cup of coffee from that artisan cafe.

How I can help your badass female-founded brand with my core services 🔥

Enough with yawn-inducing and corporate-sounding website copy!

Get some words that are actually geared towards your target audience, with a sprinkle of the right keywords to help you attract them through Google.

Put your blog on autopilot! Let me fill it with articles that highlight your expertise on the right industry-related topics for your audience.

From attracting them through the right keywords and giving them a reason to stick around, you’ll grow your audience, establish yourself as a trusted expert, and move them down the funnel.

More #crafty blog posts on this topic:

How to Give Helpful Copywriting Feedback (with Examples)

With most writers (like yours truly) offering a couple of rounds of edits with their services, copywriting feedback happens when they send you a spanking new first draft.

But how do you give feedback to a copywriter that goes beyond ‘I (don’t) like it’?

First of all, let me tell you why it’s such an important step.

Why clear copywriting feedback is key

Because the first draft is only meant to be… a first draft. 

You might think I’m stating the obvious, but some clients who are working with a copywriter for the very first time often expect to receive a first draft that’s also the final one.

Don’t get me wrong: it has actually happened to me a few times, but it’s the exception that confirms the rule, especially when it comes to website copy.

Why? Because a first draft is meant to be 90 or 95% there, but there will always be some passages or concepts that need tweaking.

However, if you tell your writer ‘I just don’t like it’ without providing them with actionable copywriting feedback, how can they know how to edit this first draft?

As always, clear communication is essential. 

Here are a few tips on how to give copywriting feedback without making a writer want to bash their own head (or, worse, yours) against the keyboard.

Only kidding.

(Or am I?)

How to give feedback to a copywriter to help them implement the right edits: 7 tips

So, you’ve received the first draft from your copywriter. What now?

1. Reread your copywriter’s first draft at least twice

It might be tempting to start adding Google Docs comments as you read it.

However, much like the first viewing of The Sixth Sense, it will all make sense when you get to the end. 

Or a concept that you thought your writer forgot about might actually appear in the following section. 

That’s why I always recommend reading the entire first draft once and then starting to think of feedback and adding comments when you reread it.

2. As they say, ‘don’t try this at home’

From what I’ve seen online and talking to other fellow copywriters, some clients occasionally decide to tweak the first draft themselves. 

Quoting Michael Scott:

If you were thinking of doing this because you feel awkward or guilty about giving feedback, just remember that this is a normal and essential part of the process. That’s why copywriters offer a couple of rounds of revisions! Don’t feel bad.

If, on the contrary, you were planning on editing it yourself because you can’t wait to upload it or you think you know better... why would you since you have a chance to work with a professional? And you don’t need to pay extra for these edits? 

WHY?!

Seriously, though: it’s our job. It’s what we’ve been doing every day for years.

Without sounding too cocky, make the most of our expertise instead of spoiling the broth by trying to do it yourself despite not being a copywriter.

3. Honour the initial brief

Hopefully, before working with a copywriter, you’ve filled up a brief or project planner (if you haven’t and don’t know where to start, here’s how to write a copywriting brief).

Intergalactic emergencies and natural disasters aside, that brief should be set in stone.

So, one of the most important tips on how to give copywriting feedback correctly is to STICK TO IT.

If the brief didn’t mention a specific point, it’s unfair to come back to your copywriter with an ‘oh, could you also add an entire section about our company values?’ once they’ve already written the first draft. 

You’re always more than welcome to request edits, but they should also stay within the initial agreement.

4. Remember that the copy was NOT written for you

Now, this is probably the hardest part about giving copywriting feedback, so I’m going to be brutally honest here.

“Because you’re the one paying for it, you might be thinking that these new words are for you and that you are the one who’s meant to enjoy them.
NOPE.
These words are written for your specific target audience. ”

—

For someone who’s landing on your website for the very first time and wants to find out exactly what you do, not for someone who already knows your business like the back of their hand.

For someone who’s only interested in how your product or services can solve their pain point, not for someone who’s secretly waiting to have their ego stroked by this new writer.

So, before you give copywriting feedback, take a deep breath, step back, and remind yourself that this copy wasn’t written for you. 

Which takes us to the next point...

5. Trust your copywriter

Once again, I don’t mean to sound cocky nor imply that you can’t raise valid points or ask questions. Not at all. I promise.

But please do remember that you’re working with a professional. Someone who has been doing this for a living for years. 

Much like you would trust a lawyer with a legal document or a translator if you don’t speak the other language, remember:

“there’s a lot more behind those final words that you’ve received.
Your copywriter has written them to compel your target audience to accomplish a specific action. There’s a lot of psychology, marketing strategies, and best practices going on behind the scenes!”

—

I’m always open to feedback and suggestions.

However, if I genuinely think that one of the points you’ve highlighted would be counterproductive for your business, I will let you know before proceeding with these edits. I won’t just edit it for the sake of it, take your money, and leave you with words that have lost the potential to do what they were meant to do!

To give you an example, I’ve once worked with a client who added a comment saying that we should explain the meaning behind their logo on their ‘about us’ page.

First of all, I immediately knew this was not part of our initial brief because, if it had been, I would have advised them against it straight-a-freakin’-way. 

But I still did as soon as they added this comment. Because, seriously, would you expect to go on the Nike website and find an explanation as to what their logo represents?

No.

It would be redundant, counterproductive (if you need to translate a medium into a different format, you’re basically implying that it doesn’t work on its own, #JustSaying), and irrelevant since that’s not what their audience is there to find out.

So, the moral of the story is: remember that, while you obviously know everything there is to know about your own business, a copywriter is an expert in making it sound appealing for a specific audience.

But you can (and should) still give copywriting feedback to request edits and, if necessary, to ask for clarification if you’re not too sure about a specific section.

6. Be clear & specific

‘Think outside the box’, ‘make it more unique’, or ‘I just don’t like it’ are sure to make your copywriter regret choosing this job in the first place. I guarantee it.

Not only that, but they won’t help you receive a new draft that hits the spot… because you’re not telling the copywriter which spot to it.

I know that giving copywriting feedback can be difficult, but here’s how you can do it successfully:

• Whenever possible, highlight the actual paragraph or sentence that needs editing

• If it contains some factually incorrect information, don’t just write ‘wrong’: provide the correct alternative so that your copywriter can rework it into the draft. For example, ‘this service actually includes two additional bonuses: x and y’ 

• If it’s technically correct but you don’t like it for another reason, be clear and specific. For example, you could say ‘I don’t think this negative-sounding word matches our inspiring brand tone’

7. Keep it professional

Don’t forget that you’re dealing with a real-life person. So, please, be kind!

Consider opting for a positive framing and constructive copywriting feedback rather than feeling like you’re telling someone off.

I’m sure you were going to do that anyway, but I thought I’d mention it since I once had an extremely unpleasant experience. It made me feel like I was still working in the corporate world where I would need to let my boss patronise me in order to keep my job (e.g. one of this client’s actual feedback comments was ‘what is this?!’ Yep, for real).

So, there you go. This is how to give copywriting feedback that will actually result in a second draft you’ll love even more.

Or maybe you haven’t actually worked with a copywriter yet and are simply planning ahead?

If you’re an ambitious female entrepreneur looking for new website copy or blog posts, you’re already in the right place.

As a website copywriter & brand messaging consultant, that’s exactly what I specialise in.

More #crafty blog posts on this topic:

Why Is Copywriting SO Expensive? Anyone Can Write... Right?

If you were expecting a two-digit rate and almost had an anaphylactic shock when a writer sent you a custom quote with a few additional zeros, you’re probably still wondering, ‘why is copywriting so expensive?!’ 

Maybe it’s because you think anyone can write or because you’ve spotted some copywriters offering the same services for a fiver on an almost namesake platform.

But I’ll be brutally honest here: 

“Questioning why copywriting is so expensive is like being surprised that a premium linen dress handmade by tailors paid fair wages costs a few hundred pounds. After all, you can find a polyester dress at a fast fashion shop with a shady supply chain for less than a tenner. Or you can easily make it yourself, can’t you?”

—

So, here’s the thing: professional copywriting is so expensive because there’s a lot more behind those few final words on a page. 

And because you can expect actual results, of course.

What exactly is copywriting?

Copywriting is a marketing strategy that involves creating texts to advertise or promote a business in other ways.

The most common type of call to action in copywriting is obviously to buy, but there are many other options depending on the project or campaign. For example, convincing someone to sign up for a company’s newsletter, to follow them on social media, or even just to increase brand awareness.

There are also several types of copywriting: website pages, social media posts, emails, blog posts... and more traditional formats beyond digital marketing, like brochures and promotional posters.

Find out more about what a copywriter is and what we do.

How expensive is copywriting?

Because there are so many different types of copy, it’s hard to pinpoint exactly how expensive copywriting is and how much a piece of copy should cost.

ProCopywriters calculated that, on average, copywriting costs £379 a day, but I don’t think that sets the right expectations.

After all, most professional copywriters I know (including yours truly) charge per project rather than per hour, day, or—worse!—word. I’ll tell you why soon.

Either way, I’m pretty sure it’s safe to say that copywriting is more expensive than what UpWork or Fiverr had you believe.

‘But I can write my own copy myself! I was good at English.’

I’m sure you can write some words, but… the right ones for your customers?

Those that are going to leverage their current pain point?

Activate their emotional triggers to convince them to buy?

The words that will allow you to show up on Google for the keywords that your audience is actually typing?

Well, I’m afraid that’s a whole different story.

“Plus, writing about your own business is tougher than you believe. You might think that you’re the best person to do it since you know it like the back of your hand, but that’s actually… the main problem.”

—

I can immediately tell when a company wrote its own website copy:

• It’s always all about themselves rather than how they can benefit their target audience (‘we, we, we...’ instead of ‘you’)

• It’s full of overused sentences and buzzwords that don’t actually mean anything (‘we offer cutting-edge business solutions’)

• It’s not correctly (or at all) optimised for SEO

• It takes too many things for granted, confusing readers who are reading about this company for the first time

Did you write your own copy? Or outsourced it through a cheap content mill? Here are 3 things that you can fix right now to start grabbing your target audience’s attention.

So, why is copywriting so expensive?

Copywriting is expensive because it involves several skills, experience, and much more work that goes beyond the final words. 

Here’s why.

A professional copywriter brings years of experience & specific skills to the table

Copywriting is a serious craft. It’s not something you can learn in one day after reading a how-to blog post.

A professional copywriter has been doing this for years and knows exactly how to persuade customers to take a specific action.

Not only that: how to make a brand stand out instead of falling for the most overused buzzwords and cliches. 

“Because copywriting isn’t just writing. It’s marketing. It’s psychology. It’s… much more, actually.”

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In fact, several other skills are involved. SEO is a prime example.

If you want your website pages or blog posts to show up on Google, you need a copywriter who understands SEO and knows how to use the right keywords to facilitate this.

Once again, this takes a lot of learning and practising.

No way I’d do it for a fiver! 

To dish out such effective copy, copywriters also invest in themselves and their business

Learning all this in the first place, keeping up with the best industry practices, staying up to date with everchanging algorithms… This is actually extremely time-consuming and, in some cases, expensive.

And that’s not billable time… not directly, at least. But we need it.

If a copywriter didn’t do that, they’d produce a text that could annoy your target audience by being tone-deaf (e.g. the ‘women belong to the kitchen’ campaign by Burger King) or rely on outdated practices like keyword stuffing.

Copywriters pay for their own stuff, unlike employees

If you think that working with a freelance copywriter is expensive, wait until you see the cost of hiring one full-time. We’re talking about a £20,000 to £90,000 average salary.

And there’s more to it: you’ll also have to pay for their computer, equipment, software, courses, holidays, sick days, etc.

A freelance copywriter covers all that. While it’s obviously reflected in their fees, you don’t personally have to pay extra whenever they need to use a specific SEO software for your project, for example.

It’s not about hours or words

Connect with a few copywriters on LinkedIn, and you’ll realise that one of our biggest pet peeves involves clients telling us how long our job should take and, consequently, how much we should charge for it.

‘Oh, it’s only a short website page. It shouldn’t take you more than an hour.’

‘It’s only a five-word ad. How can it cost over a hundred pounds?!’

But you need to drop the employer mentality when you’re working with a freelance copywriter.

“You’re not paying us per hour: you’re paying for the final project. ”

—

It doesn’t matter how long it took us to write it. Nor how many words it involves (actually, in many cases, fewer words might easily be more effective).

And, if we managed to write something in an afternoon while last year it used to take us two days, it’s simply because of practice and experience. I really don’t see why we should be paid less for it since the results will be the same (if not better) and it’s only thanks to our hard work that we got there.

But anyway, the main point is: as a business owner, it’s easy to look at the final words and think that they must have only taken us an hour or so. In reality, there’s a lot more happening behind the scenes.

Which takes us to the next point...

There’s a ton of work that takes place before a copywriter has even written the first word

Churning out one thousand words per hour is easy. Piece of cake. I could do that right now, if you want to bet. 

But writing words with a strategy and a specific goal in mind? Not the same thing.

And we’re talking about hours or, in most cases, days.

For example, here’s what I do before writing your first draft:

• After asking you to fill up my project planner, I spend time analysing your answers and familiarising myself with your brand

• I look at the marketing materials that you’ve sent me, your website, and brand voice guidelines to ensure that I can match them

• I understand your audience, what makes them tick, what objections they might have, and why they’d be looking for you in the first place (e.g. what problem of theirs can your products or services solve?)

• I check your competitors’ websites to figure out how to make you stand out

• In most cases, I research the right keywords to give you higher chances of showing up on Google and generating more leads

After aaaaaaaaaaaall this is out of the way, then I do some brainstorming and write the first draft. 

Psst. That’s how copywriters call it when they send it to you, but here’s a little secret: what you get isn’t really a first draft. Before sending it to you, we’ve worked on it several times, edited it, tweaked it, and rewritten it. Again, a freakin’ lot goes into it.

In most cases, copywriters also include a couple of rounds of revisions in their services.

So, what you see is ‘just a five-hundred-word blog’ or a ‘short home page’, but now you know how much work there is behind them.

You’re paying for our expertise and the results we bring

Another difference between some copywriting bought on a content mill for a few dozen pounds and professional services including more zeros is this: results.

The former has been churned out in a rush to meet those platforms’ unrealistic deadlines.

You might even like it, you know? Especially if they’ve been written to stroke your ego (‘we’re a cutting-edge company with twenty years of experience and are passionate about computers’).

But, if you haven’t been asked to fill up a detailed brief and they’ve been written without a strategy behind them, that’s all they’ll ever be: pretty words on a page. 

“A professional copywriter, on the other hand, writes words with your target audience in mind. Because they are the ones who need to discover your offer and be persuaded to invest in it. Simple as that.”

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 And, to convince them to do that, there’s a freakin’ lot of work going on behind the scene, as you now know.

But you’re not paying for the actual hours: you’re paying for the results that you’ll obtain with our professional copy.

To give you an example, my blogging strategy helped a company increase their organic lead generation from Google, with one of the articles reaching the top 5 of their most linked-to pages out of… over 20,300 (yes, you’ve read that correctly). Here’s the case study.

As for my website copywriting, I’ve allowed a brand new company to reach Google’s first page for over ten local keywords despite there being several more established competitors in the area. Another case study for ya.

How much I charge for my copywriting services for ambitious female entrepreneurs ✨

I’m not the cheapest copywriter out there, but I’m far from being the most expensive. 

Because every project is different, I always prepare custom quotes for my clients.

However, you can find some helpful starting points in my website copywriting and blog writing service pages.

We started this article trying to answer your initial question—‘why is copywriting so expensive?’—but I hope you’ve now realised that… it’s unprofessional copywriting that will cost you much more money in the long run.

Need some spanking new words for your website or blog?

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