What Copywriters Actually Do: The Ultimate Guide to Copywriting Services
When people hear the word ‘copywriting’, often they’ll look at you with glazed over eyes like they’re about to sneeze and it’s clear they have absolutely no idea what that means.
Either that, or they confuse copywriting with copyrighting and imagine you stamping © symbols in novels.
So, what do copywriters actually do? In this Ultimate Guide to Copywriting Services, we’ll clarify exactly what copywriters do and how they can benefit your business.
Highlights:
Chapter 1: What is ‘copy’
Chapter 2: What Exactly Does a Copywriter Do?
Chapter 3: What Services Do Copywriters Offer?
Chapter 4: Types of Copywriters
Chapter 5: What Skills Do Copywriters Need?
Chapter 6: Is Hiring a Copywriter Worth It?
Chapter 7: How Much to Pay a Copywriter?
Chapter 1: What is ‘copy’
Let’s start with the basics. In copywriting services, ‘copy’ refers to the written words used across various platforms like websites, billboards, brochures, and advertisements. The term originates from Old French 'copie,' meaning 'written account or record.' This copy is crafted to engage audiences and communicate messages effectively.
Chapter 2: What Exactly Does a Copywriter Do?
Copywriters play a pivotal role in shaping and promoting your brand through various copywriting services. Here’s a breakdown of their key functions:
Establish and Maintain Brand Identity
Copywriters are crucial in developing and sustaining your brand’s unique voice and identity.
develop and Evolve Your Brand Story
Copywriters use storytelling to build emotional connections with your audience, aiming to:
Raise Brand Awareness to increase visibility and recognition
Persuade and Motivate Action by encouraging potential customers to take desired actions, such as making a purchase.
Market Your Business
Copywriters contribute to advertising campaigns by creating campaign elements for various mediums to ensure your messages reach the right people you want to engage and influence.
Chapter 3: What Services Do Copywriters Offer?
Copywriters offer a wide range of services, each designed to address different aspects of marketing and communication. Here’s an overview of the key services available through copywriting services:
BRAND IDENTITY COPYWRITING
Brand Values, Purpose and Voice
Copywriters help establish the heart of brands by working with businesses to craft the foundational elements of your brand, like values, purpose, and voice.
Brand Naming
Naming (or renaming) your business, product or service is a crucial part of creating an effective brand in the marketplace. Copywriters provide creative input for the naming and rebranding process.
Taglines
Creating a memorable tagline that effectively positions your brand can help you stand out against your competition, and enhance recall with consumers. Copywriters use their skills in creativity, wordplay and concise writing to find the words that have the most impact.
WEBSITE COPYWRITING
Home Pages & Website Copy
Home pages and website copy establish a brand’s authority and create a strong first impression. While conversions are important, the primary goal is to build trust and clearly communicate the brand’s message.
About Pages
About pages offer a chance to share a brand’s story, vision, and values. Copywriters create narratives that resonate with the audience and differentiate the brand.
Product Descriptions
For e-commerce, product descriptions need to highlight benefits and create an emotional connection with customers. Copywriters craft descriptions that make products appealing and stand out.
Landing Pages
Designed for lead generation, landing pages aim to convert visitors into leads by encouraging them to provide their information, often in exchange for a free item or service. Copywriters focus on making these pages persuasive and compelling to maximise conversions.
Sales Pages
Sales pages are crucial for driving revenue and require a deep understanding of persuasion and psychology. Copywriters specialise in creating effective sales pages that turn prospects into paying customers.
SEO
Search engine optimisation (SEO) is crucial for improving a website’s visibility in search engines. Copywriters who specialise in SEO combine high-quality writing with effective SEO strategies to drive more traffic and engagement.
CONTENT WRITING
Social Media Captions
Engaging social media captions are essential for building a loyal following. Copywriters create content that educates, entertains, and inspires on platforms where audiences spend much of their time.
Content Videos
Content videos are vital for brand loyalty. Copywriters script videos that are informative and engaging, fostering a strong connection with viewers and encouraging actions like subscribing and sharing.
Blog Posts
Blogging is a powerful tool for SEO and brand visibility. Copywriters produce high-quality blog posts to help businesses rank higher in search engines and engage their audience.
Newsletters
Newsletters help build rapport and trust with subscribers by providing regular, valuable content. Copywriters ensure newsletters are rich in content and resonate with the audience.
Email Marketing
Email marketing involves creating various types of emails to engage subscribers and market products or services. This includes sales emails, content emails, and re-engagement emails. Copywriters ensure these emails are persuasive and engaging.
Advertising
Digital media ads
Copywriters craft compelling digital ads for platforms like Google, Facebook, and Instagram, as well as video ads on YouTube. Effective ads start with a powerful hook to grab attention quickly and drive clicks.
Traditional media ads
Copywriters write the headlines, body copy and CTAs for printed ads in newspapers and magazines, as well as billboards, bus backs, adshels (bus stop shelters) and more. They often conceptualise the creative idea behind the ads.
Chapter 4: Types of Copywriters
There are different types of copywriters based on how they choose to gain employment:
Agency Copywriters
Employed by agencies or studios, agency copywriters work under the direction of their employers. Understanding the differences can help you choose the right type of copywriter for your needs.
Freelance Copywriters
Freelance copywriters are self-employed and work directly with businesses. They often collaborate with marketing teams or ad agencies to provide tailored copywriting services. They may work on various client projects and campaigns.
Chapter 5: What Skills Do Copywriters Need?
Copywriting requires a specific skill set beyond general writing abilities. Key skills and traits of effective copywriters include:
Creative Mind
An open and innovative approach to writing.Psychological Insight
Understanding consumer behavior and psychology.Persuasive Storytelling
Crafting narratives that influence and engage.Industry Adaptability
Ability to immerse in different industries and businesses.Brand Immersion
Deep commitment to understanding and embodying the brand’s identity.Language Proficiency
Strong grasp of the English language, though mastery is not required.Pressure Management
Ability to work under tight deadlines.Multitasking Ability
Efficient handling of multiple tasks and projects.Sense of Humour
A great sense of humour can enhance creativity and engagement.
Chapter 6: Is Hiring a Copywriter Worth It?
Professional copywriting can provide significant benefits for your business. Here’s why hiring a copywriter can be a valuable investment:
The Value of Professional Copywriting
Increased Conversions
Effective copywriting boosts conversions by turning visitors into leads, prospects into customers, and subscribers into repeat buyers. Skilled copywriters craft compelling calls-to-action (CTAs) and persuasive content that drives desired actions.Enhanced Brand Image
Consistent tone, style, and messaging across marketing materials help build a strong brand image and foster trust with your audience. A professional copywriter can differentiate your business from competitors and establish a unique market voice.Improved SEO
SEO copywriters understand how to integrate keywords, craft engaging meta descriptions, and create valuable content that ranks well in search engines. This leads to higher organic traffic and better visibility.Time and Resource Efficiency
Writing high-quality copy is time-consuming and requires specialised skills. Hiring a copywriter frees up time and resources, allowing you to focus on other critical aspects of your business while ensuring professional and effective marketing materials.
THE Measurable Impact of Copywriting
Conversion Rates
Track key performance indicators (KPIs) such as click-through rates (CTR) and sales conversions to measure the impact of new copy. Compare these metrics before and after implementing new copy to assess improvements.Engagement Metrics
Metrics like time spent on page and bounce rate provide insights into audience engagement. High engagement levels often indicate that the content resonates with your audience.SEO Performance
Monitor changes in search engine rankings and organic traffic to evaluate the effectiveness of SEO-focused copy. Use tools like Google Analytics to track these metrics.Customer Feedback
Gather feedback on the clarity, persuasiveness, and quality of your marketing materials to validate the effectiveness of the copy and gain insights for improvement.
Chapter 7: How Much to Pay a Copywriter?
Determining the cost of hiring a copywriter can vary based on several factors, including experience, expertise, project complexity, and industry standards. Here’s a breakdown of what to expect for different copywriting services:
Experience level
Beginner Copywriters
Entry-level copywriters, who are just starting out or have limited experience, generally charge between $45 and $75 per hour. These rates may be more competitive as they build their portfolios and gain experience.
Intermediate Copywriters
With a few years of experience and a solid portfolio, intermediate copywriters typically charge between $75 and $150 per hour. They offer a good understanding of various writing styles and marketing techniques.
Expert Copywriters
Highly experienced copywriters with specialised skills and a proven track record can charge $150 to $300 per hour. They are well-suited for handling complex projects and offer extensive industry knowledge.
Project-Based Rates
For specific projects, rates can vary widely. Typical ranges include:
Website Copy (5-10 pages): $1,500 - $5,000
Landing Pages: $750 - $3,000
Sales Pages: $2,000 - $8,000
Email Campaigns (5-10 emails): $1,000 - $3,500
Blog Posts: $150 - $750 per post
Retainer Agreements
Many businesses prefer retainer agreements for ongoing work. Retainer rates generally range from $1,500 to $6,000 per month, depending on the scope of work and the copywriter’s expertise. These agreements often include a set number of hours or deliverables each month, providing stability and predictability.
Getting the Best Value
To ensure you’re getting the best value for your investment:
Review Portfolios
Assess past work to gauge the copywriter’s style and effectiveness.Request Quotes
Obtain quotes from multiple copywriters to compare rates and services.Set Clear Expectations
Clearly define the scope of work, deadlines, and deliverables to avoid misunderstandings.Build Relationships
Developing a long-term relationship with a copywriter can lead to better rates and a deeper understanding of your brand.
By understanding these factors and typical rates, you can make an informed decision and find the right copywriter to meet your business needs. As a freelance copywriter since 2016, I know what it takes to make a valuable creative partner. Learn a bit more about me, and how I can help you reveal your brand’s best self through creative copywriting.