Should You Hire a Copywriter for Your Business?

I’ve been curious about objections some business owners have to hiring copywriters. So, I recently asked the following questions on LinkedIn: “Does your company use a copywriter to write articles, blog posts, newsletters, Web sites, etc.? If not, why not? If so, how come?”

There were nearly 20 responses. Here are a few of them:

• “No, we do not. But likely because we are comfortable doing that ourselves and know our business better than anyone else!”
• “We absolutely do. We use them for our clients too . . . We’re pretty good writers, but every minute we spend on copywriting, ourselves, is a minute we can’t spend doing the things we’re best at, that leverage us.”
• “No. Authenticity is key.”
• “Absolutely! These tasks must be delegated out so that you can focus on high level, revenue generating activities.”
• “No, because communicating with our audience is the most important work we do.”
• “Everyone can write, not everyone can write well, not everyone who writes well can write appropriately; but at the end of this line is differentiation and that, ultimately, is the value of a copywriter.”

It’s clear that business owners have strong feelings on whether or not to hire a copywriter for their business.

Here are some additional questions to consider:

• What is the quality of your communication with prospects and customers? Even if it’s authentic, poor communication can do more harm than good. A professional SEO copywriter will understand your brand and be able to write in your “voice.”
• Do you know how to write for the search engines as well as your target audience? If prospects can’t find your Web site, articles, blog, etc. because your copy isn’t properly optimized, your online marketing efforts may go unnoticed.
• Do you know how to perform keyword research? Targeting the wrong keywords can make you rank well for search terms that are meaningless for promoting your products and services.
• Do you have the time it takes to implement a successful online marketing strategy? Your company may be better served if you focus on your core business and rely on a SEO copywriter to create compelling content that resonates with your target audience.
• Do you regularly write and post optimized articles, blogs, etc. online? Consistently producing and promoting relevant content is essential for creating a steady stream of qualified visitors to your Web site.
• Are you writing about your business rather than for your customers? It’s crucial to focus on the benefits your product or service provides. Remember: Your prospects are asking, “What’s in it for me?”

A professional SEO copywriter can be indispensable for building your brand, increasing exposure in all of the right places, and boosting Web site traffic. If you don’t have the time or expertise required to write powerful content that converts, hiring a copywriter may be the right move to help grow your business.