Thoughtful and thorough, the right copywriting can define your mission, leave a lasting impression with your audience, and put your business on the path to success.
Writing for the web involves so much more than just stringing a few words together and hitting “publish.” Without fully grasping the needs of your audience and blending that knowledge with a general understanding of SEO best practices, your content isn’t going to get the job done. Your site can have the most detailed and elegant copy imaginable, but if your site’s visitors aren’t finding it or aren’t responding to it, it’s time for a change.
SEO copywriting isn’t about sloppily forcing a bunch of keywords into blocks of content. Google is smarter than this and so is your audience. Improve your site’s domain authority and organic ranking by knowing how to write effectively for both.
Show your audience that you are an expert in your field and boost your brand authority by shining a light on your industry’s biggest inquiries through engaging and informative blogs. Using a variety of digital content tactics, you can connect with target demographics by delivering valuable information.
Email marketing can be one of your company’s most valuable tools (but only if it’s done correctly). The right combination of catchy copywriting and eye-popping visuals can improve open and click through rates and save your campaigns from being relegated to the trash folder.
Sometimes the shortest copy is the hardest to produce. Take brand taglines for instance. Picking the content that truly defines your brand can be a nearly impossible task when you’re limited to just a few words. You want every bit of your copy to enhance your brand and convey what you’re all about. And sometimes it takes an outsider’s perspective to bring that magic out.
How to choose the right copywriting agency
Trust us that you don’t want an agency that’s ready to start copywriting on day one (nor should you want to). Copywriting isn’t a “pick up the ball and run with it” type of task. The key is finding an agency who is prepared to ask the right questions, understand your mission and values, and effectively convey your story to a wider audience. Here are a few things to look for…
Find an agency that…
Doesn’t outsource their work
Copywriting is an essential component to every one of your marketing efforts and it’s imperative that you have an open line of communication to the team crafting your messaging. An agency that outsources their copywriting in an effort to save a few bucks (a savings that’ll rarely be passed along to you) only complicates matters and makes it far more difficult to ensure your messaging remains on point.
Understands your target audience
Try to find an agency that has some experience writing for your particular industry. This will put you at a huge advantage when it comes to identifying and writing for your target audience. Not to say that an unexperienced copywriter might not surprise you, but it’s hardly a risk you want to take. Excessive revisions and countless edits can delay your process and ramp up your costs in a hurry.
Follows Best Practices
You’re not going to come across an agency that flat out tells you they DON’T do this, so you’ll have to investigate a little. If an agency says they follow best practices, ask them what that means to them. Get the specifics of what best practices they follow and what dictates those practices. They should be able to give you specific examples and, should you end up working with the agency, you should be able to see those best practices exemplified in your new website.
Has more than one copywriter on staff
In your search, you’ll run into agencies who pin all of their copywriting efforts to a single team member. And you might find an agency or two that simply tacks on copywriting responsibilities to the already full plates of the rest of the team. Consider both of these to be major red flags. The last thing you want is your copywriting sounding uninspired and stale. Hiring a dynamic and collaborative copywriting team is the perfect way to avoid this trap.
Why You Should Work With Us
There is no such thing as a blanket solution when it comes to copywriting. Just as no two businesses are the same, no two copywriting strategies are the same either. So our team doesn’t take a one-size-fits-all approach. Our process is far more involved. Our in-house copywriters and strategists will work with you to uncover what makes your organization stand out from the competition and, incorporating the voice and tone of your unique brand, tell your stories in a way that will spark a reaction from your target audience. We are focused on producing the most effective custom content for your site, email marketing and social channels. With every piece of content we create with your consumer in mind, we are also leveraging the latest in SEO-friendly strategies and keyword awareness. We’re not in the business of simply “writing for the sake of writing.” If you’re looking for creative and engaging copywriting, but don’t know where to begin, let’s talk.
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We take a custom and strategic approach to copywriting, and every step of the process is meticulously planned out by our in-house team of copywriters, designers, strategists, and branding experts. Nothing is outsourced and nothing is overlooked. And, if we’re being honest, we love doing it. It’s more than a job; it’s our passion.
Learn About Copywriting
Copywriting is every word, every sentence, every paragraph you read on a website, on a brand’s social media, in an advertisement, on a blog. If digital strategy is the blueprint, copy is the bricks. Copywriting is about producing the words, it’s about producing the right words in the right voice and tone. The right copy aligns with your business’s goals and messaging, and it’s implemented at every phase in the buyer’s journey. The right copywriting can make or break your company’s marketing efforts.
Effective copywriting allows you to speak directly to your users and communicate your intended message. Just like visual or user experience design, copywriting should tell a story and guide users through different journeys. It needs to provide users with essential information and cultivate conversation and discussion. Copywriting should be strategic, creative and focused. The best copy ensures that strategic messages are delivered and relationships with your audience are nurtured to encourage conversion. Mixing this kind of copywriting with the right strategy is what delivers results for your business.
Copywriting should always begin by identifying your target audience, understanding who they are and what their needs are, and then ensuring that you are writing copy with them in mind. Your copy should both address their concerns and compel them to take further action, the goal should be to get the reader to do something. Good copywriting helps your business demonstrate credibility and trust, so that consumers feel confident that your company can help them. Your copy should be engaging and tell a story that users can connect with and relate to. Use precise language and an active voice to best drive home your message. Focus your copywriting on the benefits your products and services provide for the consumer, rather than on facts about your company or the various features your products possess. Users are more interested in how you can make their lives better than they are in learning about you.
The difference between bad and good, or even good and great, copywriting often comes down to just one word or phrase. This is why it is so important and beneficial to your business to partner with a marketing agency that has experience and expertise in crafting the perfect copy to help your company tell its story, connect with consumers, and grow its business.