Content Marketing Myths Hurting Your Business (Ouch!)

A networking conversation or even a quick scroll down your LinkedIn feed are probably enough to bring out some of these harmful content marketing myths.

Oh, we’ve tried blogging, but it didn’t work. 

Content? That’s a waste of time. 

Well, for anyone who actually thinks so, let me cut to the chase: if content marketing didn’t work for you, you were simply doing it wrong.

In fact, did you know that a whopping 70% of marketers (including yours truly) are investing in content strategies? We can’t all be wrong, now, can we?

Before tackling these content marketing myths, let’s start by making sure that we’re on the same page.

What is content marketing?

Content marketing is a marketing strategy consisting of the creation of online pieces (like blog posts, videos, or social media posts) that bring value to a brand’s target customers. 

While they’re not directly promoting the company, they actively help it generate more leads, grow its audience, and establish itself as an expert in its field.

We’ll be looking at the main content marketing myths that are probably costing you money, but let me get another misconception out of the way first: content marketing is NOT the same as copywriting!

• Copy is a marketing or advertising text written to sell or compel someone to follow through with a specific action (e.g. ads, your website copy, a landing page to get newsletter subscribers, etc.)

• Content is a long-term strategy involving educational or entertaining texts and media created to grow and retain a specific audience

11 harmful content marketing myths debunked

Get ready to look at this strategy with fresh eyes.

CONTENT MARKETING MYTH 1. It’s the same as company news

Oh, we do have a blog. We use it to post our company news.

Yes, we do our own socials. It’s not hard: it’s just about posting offers and updates, innit?

This is all a big NO.

As I said before, content marketing should bring value to your specific audience.

“So, first of all, it’s not about you: it’s about them.”

You must create content that entertains or educates them on relevant industry-related topics.

For example, if you sell coffee, your content marketing strategy shouldn’t be all about ‘our roastery has a new look’ or ‘buy our coffee NOW’.

Your blog should look more like ‘5 different brewing methods: find the right one for you’ or ‘What’s the difference between light, medium & dark roasts?’

CONTENT MARKETING MYTH 2. This strategy is only about SEO

One of the biggest perks about blogging is that it does allow you to rank for a ton more keywords.

Think about it! You won’t only reach customers through the main keywords on your other website pages (like ‘sustainable linen dresses’): you have the potential to pop up in informational searches like ‘how to take care of linen’ or ‘how to style a linen dress’.

So, don’t get me wrong: SEO plays a huge role in blogging and content marketing. After all, for the best results, every single post should be optimised for a different long-tail keyword.

“However, thinking that it ends here is a massive content marketing myth: blogging and creating content as a strategy is ultimately for humans, not bots. ”

So, go on and look for the keywords that your audience is already searching… but your goal should be to create a piece that brings value to your customers, informs them, and gets them to stick around (for example, by having a newsletter form at the bottom).

Not just to rank higher than your competitors for the sake of outranking them.

CONTENT MARKETING MYTH 3. Its main goal is to sell

We touched upon this briefly before, but let’s get into the nitty-gritty.

• Copywriting = sales and conversions

• Content marketing = smoothening the funnel (and lots of other perks)

Marketers have contrasting opinions on this subject, but I personally think it’s quite hard to measure your content marketing’s ROI and metrics as it’s simply… not about sales.

With content marketing, you’re boosting your brand awareness, growing your audience, attracting backlinks, improving your website’s SEO, and helping more aware leads make up their mind.

“Basically, content marketing is about making sure that, when your leads are ready to buy, you’re the first one they’ll head to.”

MYTH 4. It can’t work for my industry

“Oh, we can’t do content marketing. Our industry is pretty boring.”

Well, it sure is, if you talk about it that way!

The thing is, if someone buys your products or services, they can do with blog posts and social media posts that relate to them. Simple.

Which is why that was a massive content marketing myth: because it can work for any industry.

Here’s some actual feedback that I got on a blog post:

Of course, I didn’t write an entire article describing all the features of mezzanine floors. 

I wrote about how these bad boys can optimise the layout of small premises, helping businesses with limited warehouses increase their storage space.

Once you understand this shift, you’ll realise that there’s room for content marketing in your industry, too.

If you’re still not sure, look at your highest-ranking competitors to get some inspiration. They probably rank so high thanks to a blog on their website. Just saying.

CONTENT MARKETING MYTH 5. Quantity over quality

I’ve seen this happen with so many businesses. They go on a blogging spree, churn out an article a day, and then… forget about their blog for months.

No. In content marketing, consistency and quality will always trump quantity.

It’s much better to commit to, say, a high-quality article a week or one every two than to write cheap and directionless content for the sake of writing.

For example, here’s what goes behind my blog posts:

• Before carrying out some research, I brainstorm what I already know about this topic

• I find the best long-tail keyword for it and some variations

• I then look at the top-ranking articles to fill in their gaps: what’s missing? What could they’ve done better? 

• I also look at what people are actually asking about that subject (for example, on Google’s ‘People Also Ask’ section)

• I carry out my research

• Write the article

• Optimise it for SEO

• Edit it

Yes, this strategy takes time, but it’s also what allowed several of my own posts and those written for my clients to reach Google’s first page. 

CONTENT MARKETING MYTH 6. It’s all about the length of your blog posts

Marketers arguing about the optimal length of blog posts are getting as passionate as 2000s teenagers about team Edward or Jacob.

My opinion? It doesn’t matter that much. 

Now, don’t get me wrong: a 200-word blog post isn’t going to rank. It’s not meaty enough for Google to think you’ve got the answer to what your prospects were typing.

But this isn’t to say that you must necessarily write a 1500-word article. Or a 3000-word article.

“The optimal blog post length is… as long as it needs to be.”

I realise that this answer is even more anticlimactic than 42 in The Hitchhiker’s Guide to the Galaxy, but why get obsessed with a number when there are other factors influencing the final result?

If you find obvious gaps in your competitors' articles and think it’s wise to expand on them, then go long.

If you’ve already given the actual answer within 500-600 words, stop there. 

Be honest: you hate it too when you’re looking for a recipe and are forced to scroll down through the blogger’s entire life story to get one simple answer, don’t you? Then forget about this content marketing myth, and don’t do that to your leads!

CONTENT MARKETING MYTH 7. I can just get AI to do it for me

Of course, you can. It’ll be real cheap, too.

But will it bring you results?

Not really.

As I always say, pretty words don’t sell. Or, in the case of content marketing, don’t bring results.

AI copywriting software and tools can certainly churn out thousands of words, but that’s not what you need.

You need words that are built around what your target audience is actually googling. That show empathy (try getting a robot to do that!), bring value, say something new or from a different angle, and that work together with the rest of your marketing strategies (more on that later). 

You can’t expect software to do all that. At least, not until the robot revolution is actually here.

CONTENT MARKETING MYTH 8. Once you post it, your job is done

For the highest chances of reaching Google’s first page and get your article seen by more and more of your target audience, you need to help it gain traction.

Posting it, forgetting about it, and hoping for the best is such a counterproductive content marketing myth!

For example, I recommend sharing it in your newsletter and your socials, with a caption that actually makes your audience want to open it (not ‘check out our new article’. That’s boring AF. More like: ‘We know you love dungarees as much as we do, but are you actually making the most of them? Here are 7 different outfits you can create with the same pair.’)

CONTENT MARKETING MYTH 9. I should only focus on one type of content 

You’ve probably heard it before, but no: you should never put all your eggs in one basket, and content marketing is no exception.

Not only is it safer to diversify your efforts (for example, whenever the Instagram algorithm changes, many brands struggle to reach as many followers as they did before): it allows you to complement each tactic.

• Have a blog

• Be active on socials… and share your blog posts there

• Create videos… and add them to some of your articles and social media posts

• Have a newsletter… and share the best blog posts, too

You get the gist.

CONTENT MARKETING MYTH 10. I haven’t seen any results in two weeks: this strategy doesn’t work

Content marketing isn’t a game of UNO: it’s a D&D marathon.

In other words, it’s a long-term game.

You’re basically growing an audience, and especially one consisting of cold leads. You’re slowly helping them move down the funnel. And don’t forget that most of the results on Google’s first page are +2 years old. *

Got it?

Then OF COURSE you can’t expect such quick results!

Give yourself time, but don’t get discouraged. You shouldn’t just post an article and spend a year waiting for it to rank. Keep being consistent for months by publishing more blog posts regularly in the meantime, and you’ll definitely start seeing results if you’re doing it right (no more company news!)

*Full disclosure: I’ve actually had blog posts rank after a month and even… a week! But that’s most certainly not a given and can never be guaranteed since there are over 200 ranking factors that come into play, so be patient.

CONTENT MARKETING MYTH 11. It’s a waste of money/time

If this content marketing myth crossed your mind even for a split second, it’s probably because you used to believe some of the previous ones, too.

If you made your ‘content marketing’ all about yourself, then of course it isn’t working.

You haven’t shared your articles on socials? Haven’t used keywords? Didn’t write with your audience in mind?

Then you just can’t expect the juicy results I talked about earlier.

When done right, content marketing can result in:

• 67% higher lead generation

• 97% more inbound links

• 434% more indexed pages

• An SEO boost to your entire website

• Growing your audience

• Helping it move down the funnel

• Building trust

• Increased brand recognition (70% of consumers prefer learning about a brand through blog posts rather than ads!)

• More content to complement your social media and newsletter

Let’s create the right content marketing strategy for your badass female-founded business 🔥

Now that we’ve debunked all these content marketing myths and you understand the importance of this strategy, are you ready to get it right? 

Don’t waste time going in the wrong direction with your blog… nor writing the blog posts that no one will find or read.

When you invest in my content marketing and blog writing services for female entrepreneurs, I’ll create a strategy to attract your target audience, retain it, and move it down the funnel.

That way, you’ll build trust and stand out against your competitors. Not only that: you’ll become the FIRST one your audience thinks about when they’re actually ready to buy. Nice one!

More #crafty blog posts on this topic:

WORST Copywriting Mistakes When Writing About Your Business

“Copywriting mistakes? Pff, puh-lease. Writing about my own business is easy.”

“Peace of cake.”

“After all, I’m the one who knows it better than anyone else.”

Well, not to rain on your charade, but that’s... exactly the problem. 

5 copywriting mistakes you’re probably making if you write about your own business

As a website copywriter & brand messaging strategist, I have a superpower: whenever I bump into a business website, I can immediately tell whether it was written by a professional copywriter or the founder (or a cheap UpWork writer).

Here are the copywriting mistakes I’ve encountered the most.

And we’re not talking about being petty with grammar: this is stuff that can (and probably already is) cost your business money by making you miss out on sales.

1. Making your marketing materials all about yourself

Well, it’s my business website, blog, and social media: of course they should be about myself, right?

I mean, sure: they’re there to promote your business.

But the focus of your brand message shouldn’t be on your company: it should be on your target audience.

A popular copywriting mistake is to make them extremely corporate and bore your leads with information they don’t actually care about.

For example, ‘we’re a company with twenty years of experience in the tech industry. We’re passionate about what we do. Our values are…’ blah, blah, blah.

“Tell your customers how your products or services will benefit them!”

—

Paint a picture of how confident/happy/enthusiastic/relaxed they will feel once they invest in them.

Position your business as the helpful guide that will solve their current pain point: not the hero.

Your customers are.

#soz

(#NotReally)

2. Thinking your audience cares about the same things you do

Let me know if any of these sound familiar:

• “We’re delighted to announce that we’ve just been nominated for…”

• “Read our new blog post to see how we’ve adapted to…”

• “We’re proud to announce that we now stock…”

BO-RING.

Ok, I’ll try and be more tactful about it, because I actually do get it.

It’s your business. You freakin’ love what you do. So you expect everyone else to care about the same things: your awards, announcements, and company news, right?

Unfortunately, they don’t (except for your supporting relatives and best friends).

“They care about stuff that benefits them, educates them, entertains them, or brings them value in one way or another.”

—

In some cases, you might have to rethink your content strategy altogether (e.g. start posting blogs that answer your audience’s questions about your industry, not company news).

In some others, it might be more about changing the focus of what you were already planning on posting (e.g. don’t say “we have new dungarees in stock”. Go for something like “Get ready to remix outfits like a pro. Here are five different looks that you can achieve with one pair of our dungarees”).

3. Taking too many things for granted

Another one of the most common copywriting mistakes that people make when writing about their own business is that they don’t realise how much they’re taking for granted, both when it comes to their industry and their actual brand.

What steps should your leads take in order to invest in you? What can they expect once they do? How will this benefit them in practice? What does that acronym stand for?

“These are all things that you might think are obvious, but… well, of course, they are, when you’ve been running your own business or working in a specific industry for years.”

—

But what if you’re just reading about it for the first time? What if you don’t know much about the industry itself as you’re only there to have your problem fixed?

You’d just be really confused and most certainly not compelled to invest in something you’re not fully understanding.

4. Using jargon, buzzwords, or (boring) corporate language

This copywriting mistake is actually the direct consequence of the previous three: if you make your marketing all about yourself, don’t understand your audience and take stuff for granted, you’re going to write copy that doesn’t connect with your readers.

This can involve:

• Complicated jargon that immediately confuses them and puts them off 

• Overused buzzwords that become white noise to your audience (e.g. cutting-edge solutions)

• Corporate-sounding language that bores them to death (e.g. “our company values are....”)

Don’t forget that your customers are human (yes, even in B2B marketing) and aren’t up for deciphering your essay-style text.

Speak their language instead of sounding like a robot.

5. Writing without a strategy in mind

“Writing about my business is easy.”

“It’s just words to fill up a website and tell our potential customers about what we do.”

“Anyone can do it.”

“In fact, I used to be pretty good at English.”

Well, no.

To you, they might look just like ‘words on a page’, but there’s actually a lot more behind professional copywriting. 

Do you think that anyone could have come up with “just do it” or the “maybe your second car shouldn’t be a car” (my favourite Vespa ad)?

No. 

“Pretty words don’t sell. Words written with the right strategy do.”

—

Marketing copy should always be crafted with a strategy in mind, helping a cold lead warm up, and tapping into the right psychological techniques to leverage their pain points, agitate them, and offer an unmissable solution.

To give you an idea, here are some of the things that I do before I actually write a single word:

• I ask you all the right questions through my project planner and spend some time analysing them, familiarising myself with your brand

• I understand your audience: what they care about, how your products or services would actually benefit them, what objections they might have, etc.

• I look at your competitors’ websites to figure out what gaps we need to fill and how I can make you stand out

• I find the right keywords to help you rank higher on Google, generating more organic leads when your audience looks for the type of products or services you sell

How working with a professional writer will bypass (or fix) these copywriting mistakes 🙌

I know some business owners are reluctant to work with a copywriter because they’re afraid they won’t “get” their brand.

Here’s the thing, though: we don’t just get it. We help your audience get it, too

• We make them the focus of your marketing materials while showing them why you are the perfect solution for them

• We understand what they actually care about: instead of stroking your ego (sorry!), we create content that keeps them interested

• We don’t take anything for granted because we’re also hearing about your business for the first time… just like your audience

• We HATE jargon, buzzwords, and corporate-sounding sentences. We write in a way that gets your audience’s attention and retains it

• And, finally, we write your copy with a strategy in place, optimising it for conversions, UX, and—in most cases—SEO

Now that you know about them, did you spot any of these copywriting mistakes in your marketing copy? I can help!

I’m Giada, and I specialise in taking women entrepreneurs from “just another option in their niche” to “THE go-to solution for their ideal clients.”

Receive some spanking new website copy that actually generates leads and sales or strategic blog posts to grow your audience.

More #crafty blog posts on this topic:

Call to Action vs Call to Value: Know the Difference

Take it from a website copywriter: some of your calls to action can be turned into a call to value… and they totally should. 

Not all of them, though. Slow down!

But, still, the right call to value might just be what makes the difference between an instant purchase and a ‘nah, I’ll think about it later.’

You’re probably familiar with the former. Before I tell you the actual difference between calls to action vs calls to value, though, let’s make sure we’re on the same page. 

What is a CTA (call to action)?

A call to action involves words and designs that are intended to compel a specific audience to follow through with an action. 

You’ve actually seen and clicked on thousands of calls to action before: ‘buy now’, ‘book a free call’, ‘get in touch’... sounds familiar, right?

While that’s not always the case, most calls to action also stand out visually because they involve a different design element like another colour or a button. 

For example, the ‘contact me’ button that you see here on one of my clients’ websites is still part of the main navigational menu, just like any other website page… and yet it stands out by looking like a button.

What is a call to value?

A call to value is still a call to action intended to convince your audience to complete a specific action, but it also includes a value proposition, reminding them what this action will translate into for them.

For example, instead of ‘buy now’, a call to value could say:

• Get one step closer to a more empowered version of yourself

• Access our Members Only library & start learning

• Find the right accessory for your impeccable outfit

• Stop wasting money on excessive heating bills

Here’s another example from my own website:

Calls to action vs calls to value: which to use?

In most cases, you want to use calls to action and calls to value wisely and in a balanced way rather than always sticking to the former or going overboard with the latter.

But how do you know which is the right one for a specific situation?

“Let’s be realistic: no call to action or call to value will ever compel your audience to take that step if you haven’t already explained its benefits with more words or content.”

—

It all depends on the context and the rest of your copy.

So, don’t think of your calls to action and calls to value as separate elements, but rather concentrate on how they can complement the existing words on your website.

Use calls to value to help your audience make the decision to buy

“Because calls to value reinforce the value proposition and benefits of your offer, they can actually help your audience make up their mind in the first place.”

—

For example, let’s say that you have a long sales page to sell your three-month coaching program.

That page will consist of different sections of body paragraphs and a few calls to action and value.

The more your leads read and scroll down, the more they’ll be convinced to invest in you.

While that’s mainly the job of the body of your copy, calls to value like ‘stop wasting time going in the wrong direction’ will remind your audience why it’s important that they take action right now.

Because they’re not just ‘buying your program’: they’re investing in a service that will prevent them from wasting even more time going in the wrong direction. That really puts this investment into perspective!

And they might not too happy to part with their hard-earned cash to purchase your service, but they’re definitely up for avoiding that dreadful scenario.

Use straightforward calls to action to simplify this final step

“A call to action, on the other hand, is usually for people who have already decided that they’re going to buy your product or service. ”

—

Basically, they understand its value because they’ve learned about it through the bulk of your website copy or because they’ve landed on that page from your socials. They just need to know exactly what to do next, so clarity is essential here.

So, for example, if the call to action is to book a call with you, you probably have a form. 

A straightforward CTA like ‘book a call’ or ‘submit’ will facilitate it without needing to state its value again: if someone has made it to the bottom of your sales page and has started to fill up the form, they’ve already decided they’re going to buy from you.

So, do you use a good mixture of calls to action and calls to value?

If you’ve found this useful, start receiving more advice and content prompts (perfect for ambitious female entrepreneurs looking to connect with their audience through their marketing copy!).

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.”

—

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.”

—

 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?

More #crafty blog posts on this topic:

How to Write a Copywriting Brief that Actually Helps [+ Template]

Yes, you must know how to write a copywriting brief if you’re planning on working with a copywriter. 

Don’t you dare think that you can just tell us to ‘write a blog post on this keyword’ or ‘just freshen up our current website copy’. DON’T. YOU. DARE.

That’s a one-way ticket to
1) receiving vague words without an actual strategy or goal
2) making a copywriter want to bash their head against the keyboard

Don’t worry, though: learning how to write a copywriting brief isn’t hard at all, especially with my examples and FREE copywriting brief template.

But let’s start from the basics before you get the urge of telling a writer “can you not just figure these things out on your own?”

What is a creative brief in copywriting?

In copywriting, a creative brief is simply a document that clients must prepare or fill up in order to provide the writer with all the information they need to complete a project.

A good brief will cover everything from company information to their target audience and more specific details about the actual project and its goals.

I personally prefer the term project planner, but we’re gonna stick to copywriting brief for the sake of consistency, yeah?

Why you ABSOLUTELY need a copywriting brief

“Wait, I have to answer so many questions and fill up an entire document? That sounds time-consuming!”

Well, if you think that filling a copywriting brief is time-consuming, consider how much time (and money) you’d waste without one!

If you don’t give enough information to your copywriter, they won’t be able to fully understand your business, how you’re different from your competitors, and why your target customers can’t afford to miss out on you.

And if your copywriter doesn’t get it, neither will your audience.

’Cause here’s the thing:

you’re probably taking waaaaaay too many things for granted since it’s your own business and you know it like the back of your favourite coffee mug.

But these things aren’t that obvious to someone reading about it for the first time.

Without a brief, there’s plenty of room for misunderstanding.

When you learn how to write a copywriting brief correctly, on the other hand, your writer will understand the actual ‘why’ behind your business and, most importantly, how to repackage it for your dream customers to fall in love with it.

Here’s a little spoiler: not everything you write in the brief will end up on your final draft, but a copywriter still needs it to get the bigger picture.

It’s almost like planning a fantasy novel. You probably won’t describe every single feature about your world and how its currency or magic works. But you should still know all that. If you haven’t thought about it, your readers will probably be able to tell that something is off.

What does a copywriting brief look like?

A copywriting brief is usually a Google Docs or Word document (or an equivalent) with some points or questions and room for answering them. Pretty straightforward, right?

Here’s a copywriting brief example:

• If you’re planning on working with several copywriters on an ongoing basis, you should consider creating a standard template so that you can save yourself some time

• If, on the contrary, you’re mainly looking for a standalone project or one trusted writer to collaborate with, here’s the best news: most professional copywriters already have their own copywriting brief template (like yours truly), so all you have to do is… fill it in when they send it to you!

How do you write a copywriting brief? 3 areas to provide info on

If you were hoping for some copywriting brief examples or a template, your virtual prayers have been answered. You can literally download my free project planner sample before the end of this article.

However, to learn how to write a copywriting brief from scratch or to fully understand why I’m asking for specific things, keep on reading.

1. Information about your business

• Company name

• Contact details (unless already disclosed when arranging the first payment)

• Type of business in plain English: what is the best way to describe your business and what you do?
  (e.g. ‘Holiday lodge park. We sell luxury holiday chalets on the Isle of Skye’)

• Unique selling proposition: what sets you apart from everyone else?
  (e.g. ‘The world’s strongest coffee’ or ‘We found a way of using a biodegradable capsule instead of single-use plastic’)

• Brand voice: if you have a brand bible or tone-of-voice guidelines and a link to an example of them (e.g. on your website), send them to your copywriter. If not, you can describe how you’d like your copy to sound with adjectives like

Assertive, Authoritative, Caring, Casual, Chatty, Cheerful, Edgy, Enthusiastic, Formal, Friendly, Fun, Irreverent, Humorous, Nostalgic, Passionate, Playful, Professional, Provocative, Quirky, Reassuring, Romantic, Smart, Sympathetic, Traditional, Trustworthy, Understanding, Witty

• Top competitors: link to their websites

2. Information about your audience

• Target audience: Who are you selling to? Include as much as you can about this cool bunch, such as age range, gender, location, and more (like ethos, interests, or whatever you think is relevant)

  (e.g. ‘Millennial girls in London, vegetarians or vegans, interested in sustainability’)

• Their pain point: what is their current pain point? Why are they looking for what you offer?

  (e.g. they want to switch to a natural deodorant but can’t find any antiperspirant options)

  How does your business solve it? 

  (e.g. you’ve found an innovative way of using natural ingredients to create a no-sweat deodorant)

• How your offer solves them: how do you want to make them feel once they’ve invested in your products/services?
  (e.g. ‘ empowered to start working towards their business vision’ or ‘excited because they can now enjoy the outdoors without giving up on their signature fashion style’)

• Evidence and social proof: what can I use or reference to make our argument more compelling for them? 

  (e.g. reviews, testimonials, awards, results, data, etc.)

• Potential objections: what walls or excuses might stand in between your target audience and your products/services? 

  (e.g. concerns on the price, not ready to commit to a subscription, etc.)

3. The actual copywriting project

• What do you mainly want to achieve with this project?
  (e.g. reach more customers via search engines, generate more sales, humanise our brand, etc.)

• Where can I find relevant information on your business? You can link to relevant online resources (like your website), send documents, or explain it in the actual copywriting brief

• Points that must absolutely be included: copywriters can’t read minds (yet!), so it’s a bit unfair to go ‘oh, but you didn’t mention this extremely specific point’ if you haven’t requested it
  (e.g. ‘our biodegradable synthetic fibre, packaging, and recycling in the Sustainability page’)

• Main call to action: what should your audience do after reading it?
  (e.g. buy now, book a free discovery call, give you a call, etc.)

• SEO: if you’re providing the keywords, this is the time and place to do it. If you’re paying your copywriter for keyword research, you should still let them know what keywords you’ve already used on other website pages, if relevant. This will allow you to avoid keyword cannibalisation

• Constraints, if relevant: are there any word limits or design constraints that your copywriter should be aware of?

• Extra: you’re always welcome to add anything else that you think could be helpful  

So, this is how to write a copywriting brief. 

Once again, some points might change slightly depending on who you work with and what type of project you’ve agreed on, but this structure will work in most cases.

Free copywriting brief template: save yourself (and your writer) a headache

As promised, you can download this simple copywriting brief template, too.

[Disclaimer: this copywriting brief template is just an example and a starting point. When you actually work with me, I’ll ask you many more questions depending on the type of project]

Need words for your badass female-founded brand? Let’s collaborate!

Did you want to learn how to write a copywriting brief because you’re after some spanking new website copy or blog posts for your women-founded business?

Not only are you in the right place: you already have an idea of what my copywriting brief template looks like (you’re basically living in the future).

My core services to turn ambitious female entrepreneurs like you into THE go-to solution in their dream audience’s eyes:

• Website copywriting: new website copy that simplifies your message, attracts your dream customers through Google, and turns more visits into leads and sales

• Blog writing: stop wasting time writing blog posts that don't drive results! Instead, start generating more relevant traffic and leads while establishing yourself as an expert in your field

Now that you already know how to write a copywriting brief (or, in our case, how to fill it up once you receive it), just tell me more about your current challenges so that I can help you solve them with the right words.

Your #Crafty Guide to Working with Me

First of all, thank you for considering a collaboration with yours truly. 

Secondly, never worked with a copywriter and consultant before? Then it’s totally normal not to know exactly what to expect.

And, to be honest, while some passages are pretty universal, not every single copywriter out there follows the same onboarding process.

So, to save you time and set the right expectations, here’s a breakdown of mine. 

1. I only work with clients who’re ready & excited to collaborate with me

As you’ve probably figured out by now, I’m a self-employed copywriter (duh). 

This means that, to be able to pay the bills and keep my coffee stash stocked up, I must do one thing: write—and research, and strategise, and everything else that comes with it, of course. 

Unfortunately, copywriters are often expected to give away both their time and expertise for free.

Personally, I don’t find it fair nor sustainable.

This is why I’m NOT:

1. Writing free test pieces

2. Offering free discovery calls

Now, before you light your torches and grab your pitchforks, let me tell you why:

1. You can already get a taste of my writing through my portfolio. And guess what? That’s entirely free, too

2. Free discovery calls take up time and energy that could be channelled into copywriting work for my delightful paying clients. Plus, many prospects book them with multiple writers, expect them to spend hours drafting a custom proposal, and then… straight-up ghost them 👻

So, decide whether or not I’m “the one” for you first. 

I’m the copywriter and consultant turning female-founded businesses into THE go-to solution in their dream client’s eyes. I specialise in website copy, brand messaging, and blogging strategies.

• You can find out ALL about my services right here on my website, including my pricing starting points (no surprises!). My core offers are the 🧲Magnetic Website & Web Copy Makeover✨ and the Blog Business Booster🚀

• In my portfolio, you can browse my samples and case studies to see the results I’ve achieved for other female-founded businesses

Once you’ve decided that I’m indeed the copywriter and consultant for ya? Get in touch, you legend!

2. We’ll start with a strategy session with blueprint

As you can see on their own page, some of my services (like my website copy audits) have a fixed price. So, you can just apply for them by following those instructions.

However, in most cases—especially with the 🧲Magnetic Website & Web Copy Makeover✨ and the Blog Business Booster🚀—the first step is filling in my Discovery Form.

If your application is successful and I’m confident that you’d indeed benefit from one of those services, we’ll start with an in-depth strategy session (£99). This will then result in a custom blueprint.

While you’re more than welcome to have a drink (and notepad) with you, this Zoom session will not be a traditional and directionless 'virtual cuppa'.

So, how will it work and what do you get out of it?

I’ll ask you specific questions about your business, current situation and challenges, and future goals.

After reviewing your answers, I’ll prepare a #crafty blueprint that identifies and maps out the scope of the right project for you, detailing exactly what it must include (and how) to take your business to the next level.

For instance, this could involve: why your website copy hasn’t been generating sales and how to fix that, what website pages you need to prioritise ASAP, how to simplify the buyer’s journey with your new copy, what to blog about to attract your target audience, how you can integrate these blog posts with the rest of your marketing and content, and all that juicy jazz.

This blueprint will be yours to use however you please, whether that’s by investing in one of my core offers or giving it to a different writer and consultant.

If you decide to use your #crafty blueprint with me? I’ll knock the initial £99 off the price of the 🧲Magnetic Website & Web Copy Makeover✨ or the first month of the Blog Business Booster🚀 (or the custom quote included, if we’ve discussed extras and add-ons). Sweet.

And if, for whatever reason, the session reveals that this wouldn’t be the right investment for you at this stage, you’ll also get the entire sum back immediately, of course.

Once again, as for the actual quote, no surprises: you can already find my pricing starting points on each service page and a handy recap on my contact page.

3. Booking my availability

While this might change slightly depending on the project, the next steps will always be detailed in the blueprint for you.

In most cases, they’ll involve:

• A contract that protects both of us

• An invoice for the 50% deposit (or the full amount for projects up to £500)

• A briefing document to fill in

• A Calendly link to book a 1:1 session to clarify/add to what’s already been covered in the brief

4. ‘It started it out with a BRIEF, how did it end up like this.’ Mr. Brightside, semi-cit

The brief is one of the most important steps in this entire onboarding process. For real!

That’s why you can’t just tell me ‘write a blog post about this keyword’ or ‘create a new about page for our company’.

I need to understand both your business and target audience to write about the former in a way that compels the latter to take action.

Because here’s the thing: you’re not paying for pretty words. You’re paying for the right ones to sell your USP to your dream customers. 

The ones that will help you generate more leads via Google. That will make your website visitors think “OMG, she’s just read my mind”. The kind of words that will make them fangirl over you and want to stick around, converting more of these visits into leads and sales.

So, at the cost of sounding like an annoying child, I will ask you lots of questions in the brief, from your USP to your dream customers and how your products/services solve their problems.

And trust me: this will make for a fruitful investment and save us a ton of time. It’ll mean that I won’t need to keep on chasing you via email to ask more questions and that my first draft will be at least 95% there.

5. I’ll work on the first draft and send it within the deadline we’ve agreed upon

This is the stage when I put my thinking cap on but won’t type a single word yet.

Because the job of a copywriter starts well before writing.

To give you words that work, here’s what I do first (once again, some steps might change and additional ones might be included depending on the project):

• I study the brief you filled in

• I look at your main competitors to see what they’re doing differently and how I can help you stand out against them

• I perform keyword research (if included in your project) and analyse the top results to figure out how I can give your pages or blog posts higher chances to rank

• I check the most common questions and doubts about your industry/products/topic to see what your audience actually wants to know about them

• I do some brainstorming and experiment with different ideas

Now, this should give you a better insight as to why I don’t charge per word or per hour: because the bulk of the work happens before I even get a chance to type a single letter!

Then, I start working on the first draft. 

And I’ll tell you a secret: it’s only a ‘first draft’ for you. In reality, before I actually send it, it’ll go through tons of rounds of edits and revisions (but you don’t want to see any of that).

6. We’ll work on edits, if requested 

There’s a reason why I said that my first draft is usually 95% there when you give me a clear brief: because a few tweaks are usually needed and—in all honesty?—encouraged from my side.

That’s why I offer two free rounds of revisions with all projects.

At the same time, you should always keep in mind that the aim of your new copy is not to stroke your ego. It shouldn’t be about whether you personally like it or not: it needs to appeal to your specific audience and get them to take action.

So, if any of your edit requests would compromise the efficiency of your new copy, I will let you know and explain why. That way, you can make an informed decision.

7. You’ll have your spanking new website copy or blog posts

You’ll then get your final draft (or, with a blogging retainer, you’ll keep on receiving them as frequently as we agreed on).

And, while the project itself might be over, this doesn’t have to be a goodbye!

I actually love following the journey of the female entrepreneurs I’ve helped grow, so we should totally connect on LinkedIn.

And, if you want to be an absolute star, you could write a Google review to tell the world about our collaboration and help me find new fantastic clients like you.

There you go.

Now that my process is clear, you know what the first step is.

So, are you a female entrepreneur looking to become THE go-to solution in your dream audience’s eyes, and you’ve realised I’m indeed the copywriter for you?

More #crafty blog posts on this topic:

Copywriting Isn’t UX Writing (But You Still Need UX)

If you’re after some spanking new words for your business website, do you need to hire a copywriter or UX writer? What’s the actual difference between the two? 

While there is definitely a tiny chunk of grey area, UX writing and copywriting are far from being two fancy ways of referring to the same thing.

And yet, UX matters for the latter, too.

What is copywriting?

Copywriting consists of writing copy, which simply means marketing material that compels a specific audience to follow through with a call to action. 

While this usually involves a purchase, the aim of copywriting can also be to get someone to subscribe to a newsletter or to follow a company on social media, for example. 

All the while improving the sentiment around its brand and helping it stand out from its competitors, of course.

For instance, an example of copywriting is website copy.

It’s not there to tell you a company’s entire history (well, good copywriting isn’t, at least): it shows its target audience how this brand can solve their current pain point, connects with them by expressing empathy, paints a picture of how much better life will be once they invest in their products or services, and gives them an unmissable reason to click that ‘buy now’ button.

What is UX writing?

UX writing (which stands for user experience) is actually closer to design than it is to marketing. It mainly involves the shorter bits of copy that help users navigate a website or app more easily, simplifying the buying process and showcasing the brand’s personality more subtly.

In most cases, UX writing revolves around microcopy, those tiny words that you’d think nobody notices but that are actually key to a smooth and memorable experience.

For example, UX writing can deal with pop-ups, buttons, 404 pages, or form fields.

So, what is the difference between UX writing and copywriting?

Overall, the main difference between UX writing and copywriting is that:

• UX writing is more technical and usually involves employing microcopy to facilitate the buying process or the customer’s interaction with a product, app, or interface. Therefore, UX writers are actively participating to the earliest stages of planning and design, working closely with web designers themselves

• Copywriting is about helping a brand form a connection with its target customers and convincing them to take it to the next level, whether by becoming part of their audience (e.g. newsletter subscribers) or by investing in them. That’s why a copywriter usually appears at a later stage

Needless to say (but I’ll say it anyway ’cause I’m a rebel), some aspects do overlap.

For example, a copywriter might also have to deal with microcopy (think of headlines!), and I usually include contact form replies when clients request copy for a contact page.

However, the reason why you hire a copywriter is entirely different from UX writers.

And yet, as I foreshadowed early on, user experience is vital when it comes to copywriting, too.

Why UX is still important in copywriting

Well, because there’s still a real-life person reading that copy.

Think about it:

• It’s a user

• It experiences your copy

Taking UX into account is just another factor that can improve their experience, their perception of your brand, and, ultimately, whether they’ll stick around or not.

Some of the ways in which I take UX into consideration with my website copywriting services

1) ABOVE THE FOLD WEBSITE COPY

Your website visitors aren’t the Scooby gang. They shouldn’t need to spend their precious time gathering clues to figure out what exactly it is that you do and how you can help them. 

That’s why I don’t force them to scroll down to find these answers.

I always craft punchy above-the-fold content (=anything that your visitors can see before scrolling down) that clarifies:

• What you do

• Who for

• How this benefits them

• What step they should take next

And don’t worry: this isn’t a boring ‘we are a company doing x for y.’

More like this:

Before scrolling down, their website visitors have learned that:

• this business offers tree services

• for domestic settings

• investing in them will reward them with a beautiful garden that they can be proud of

• all they need to do to get started is request a free quote.

2) Readability first

Would you have kept reading this article if, instead of this format, you had found something like this?

I really won’t be offended if you say HECK NO.

“After all, you could have some Shakespeare-worthy words on your website or even the answer to life, the universe, and everything. But, if they consist of a few huge blocks of texts, nobody is going to read it.”

Instead, I create separate sections and divide them using headings and paragraphs:

That way, it’ll be much easier for your website visitors to skim or read it.

3) Wireframes

Given the importance of layout, I don’t just send you a Google Docs or Word document. 

I want you to see how your brand new copy could look once it’s uploaded on your business website.

There are two ways in which I can do this:

• I create simple wireframes to go with it

• I use the ones you provide me if your web design team has already prepared some

4) Microcopy doesn’t matter any less to me

The bulk of my website copywriting work involves sentences and paragraphs.

Still, I focus on microcopy just as much, and I’m not just talking about headlines: buttons are especially key, since… why, they contain your main call to action!

“So, while copywriting and UX writing are far from being the same thing, you can see now why forgetting about user experience when crafting copy could be a dangerous oversight.”

Copywriting for badass woman entrepreneurs and female-founded businesses ✨

So, are you after some audience-oriented website copy to stand out against the competition, generate relevant traffic, and convert more visits into sales?

I specialise in turning ambitious female entrepreneurs into THE go-to solution in their dream audience’s eyes.

Sounds like you?

More #crafty blog posts on this topic: