What is the value of hiring a copywriter to write your copy?
No, this isn’t another article that preaches how only a copywriter can sell with words. Of course, being one myself, I have to tell you that a good copywriter is the most qualified person to move your target audience through their buyer’s journey. But I want to help you understand why they’re qualified.
Consider that 81.3% of people visit a brand’s website during their buying journey, and that customer experience has overtaken price and product as the key brand differentiator. Is your website prepared to do your business justice as the second most effective marketing channel available to you in 2021? (Second only to Social Media, if you’re wondering. You can’t escape digital marketing, I’m afraid!)
Let’s dig into how your copywriting investment creates content that attracts traffic and generates quality leads.
Warning: we’re about to get real statistical here, so prepare for the cold hard facts!
Give your reader what they need to get the point
Only 20% of website visitors will read all your web copy. That’s not a typo. 8 out of every 10 visitors are going to read the headline and move on.
Even if a copywriter didn’t manage to increase traffic to your site, they will increase the odds that your target audience is part of the 20% of people who read past your headline. By writing a headline that is research-backed and tailored to your exact audience, a copywriter “hooks” qualified leads into reading more. If your reader doesn’t get all the information they need, they’ll never know what your offer could do for them.
Create consistency with brand voice to increase revenue
Inconsistent branding creates confusion. It also contributes to damaged reputations and questionable credibility. Add the fact that your revenue can increase as much as 23% when you present a consistent tone, and you’ll be running to check your brand voice STAT!
If you haven’t established a brand voice yet, it’s not too late. You can work through it yourself, or you can get a copywriter to do it for you. Copywriters create copy in your voice, and can also help define it through brand voice discovery, then rewrite pieces that don’t match.
Be competitive and credible so you don’t lose leads
Compelling copy draws 7.8 times more site traffic and produces better brand recall which leads to higher engagement rates. Great copy makes you a competitive force in the marketplace.
When you consider that 59% of people would avoid buying from a company with obvious spelling or grammar mistakes, hiring a copywriter to attract qualified leads also ensures that you maintain professionalism and credibility with your audience.
Avoid driving sales to your competitors
A whopping 50% of online sales are lost when visitors can’t find the content they’re looking for! Even if you aren’t running an e-commerce site, 89% of people will turn to a competitor if they’ve had a negative experience on your site. Not enough to convince you of content’s importance? Almost 40% of website visitors will give up on your website if the content is too long. Those are some scary stats.
Copywriters help you avoid these costly mistakes by creating targeted content that your audience is searching for, written in clear language that gets to the point before your reader loses interest.
Leverage testimonials to show readers they need your offer
Great social proof is critical to your business’ success. Testimonials and reviews on your site can increase purchases by 34%. And the vast majority of your potential customers (85%) trust online reviews from perfect strangers as much as a personal recommendation from a friend! That’s powerful stuff.
So how does a copywriter leverage this to your advantage? Aside from highlighting the reviews that you should showcase on your site, a copywriter mines that material; digging through every review, both positive and negative, to pull out the deep benefits that your consumer is searching for. Turning your actual customers’ words back to your product presents the reasons more of your target audience will want what you’re offering them.
Tell readers exactly what to do next
70% of small business websites are missing a call to action (CTA). They leave the reader to wander with zero direction. If that reader was part of the 20% that made it past your headline, was drawn in with your consistent brand voice, convinced of your credibility, and had a positive experience, then was left with no clear CTA, that very qualified lead would still end up… clicking away. Like they never existed.
A good copywriter will never let that happen. Copywriters live for that CTA moment where they write compelling text that will tell your qualified lead exactly what to do next. Subscribe to the newsletter, buy the product now, enroll in the course today. Whatever the desired action, the reader will be ready to do it, if they’re pointed in the right direction.
Your website is an investment
A small business without a website can look unprofessional, and can even convince your audience that you aren’t open for business. With 89.5% of people turning to online research before making a purchase, you’re all but conceding defeat to competitors when you don’t invest in this proven marketing channel.
Copy should be a critical part of your marketing strategy and business plan.
If you could spot areas where your business would benefit from the value of hiring a copywriter, contact me for a free marketing assessment of your digital copy today.
