What does a copywriter do?

Freelance copywriters write websites, flyers, emails, brochures, blogs, content and really anything that sells a product. They could be working in an office environment or from home and either meet with the client or communicate by phone, skype or email. They can offer a more personalised service than an agency, which is great for small businesses. So, how does a copywriter work? Here is the process from start to finish.

Copywriter working on laptop with a cup of tea credit Dai Ke
What happens when you hire a copywriter to work on your website? In October I have a special package of 3 pages for $560.

Initial request

Usually a client will email or phone the copywriter wanting the right words on a new website or brochure. A budget may be discussed and if agreed upon, the copywriter will complete a creative brief on the work needed.

Creative Brief

To find out more about your business, your goals, the work needed and specifics about the writing, a creative brief will be written. This can take over half an hour, but the more detailed, the better the communication and results. Once this is completed, the copywriter can work out a time frame and quote. The creative brief will be given to the client usually during the work, to check everything is on course and the copywriter and client are on the same page.

The quote

The quote reflects the amount of time the copywriter needs to complete the work. They may need to make phone calls, send emails, research, complete two revisions, research meta titles and meta descriptions that are SEO friendly and write the content needed. Obviously this list is not exhaustive.

Before any work starts, the copywriter usually requests written confirmation of the work, provides their terms and conditions and requires 50% deposit.

Old paper tied up with string, completing copywriting work credit Joanna Kosinska
Copywriters of the past?

Completing the work

Depending on the size of the work, the copywriter may want you to look over the first page or so to check you are happy with the tone and content. They may research the competition, find relevant keywords, and write engaging content succinctly and in the tone of your brand.

First draft

When the work is finished, the client reads over the work and suggests changes they’d like made. It’s important that the copywriter and client works and communicates well together at this point and have a good relationship. Some copywriters allow two revisions in their quote.

Work finalised

When the writing is complete, the final amount is paid and beautiful words are written. Usually this is sent to the client in a word document, so they can place it on their website or send it to a graphic designer.

Laptop with mouse, camera, pen and glass. Content for websites in Sydney Credit Will Francis
Update your website with fresh content today!

Find out for yourself!

October is small business month. Get your website up to date. In October I’ve got a package deal of 3 web pages written for $560. Call or email me to find out more.

Are fonts and background important?

Sometimes, I write content for a website, send it off to the client, everyone is happy and then…nothing.

The content is informative, well written and fits with the client, but when I check out their website I see the problem.

The background is pastel blue and the font is bright pink comic sans. OK, it’s not that extreme, but you get the point. Often the colour and font are an eye sore and too hard to read.

Strength in truth graffiti wall, Sydney copywriter Credit:Jon Tyson
Don’t overdo it, unless you are a graffiti artist Credit: J.Tyson

What font colour should I use?

If you look at any news website, the background is white and the typing is black. It may sound boring and not your brand colours, but it’s easy for human eyes to read. The good thing about black and white is they contrast. Even if you opt for dark grey, like I have here, it is easy on the eyes to read. The black or grey clearly stands out from the white making it easy to see and read. Don’t put colour barriers up. You may think a light blue background and white typing looks good for a plumbing website, but I would probably give up reading it after the first sentence.

Love me tender love me dear white wall graffitti Sydney copywriter Credit: Charlota Blunarova
Black on white is great for a website, but a bit dull on a wall Credit: C.Blunarova

What font size should I choose?

Another problem is the font size. My website is set to ‘normal’ font, which you can see is a lot smaller than the ‘medium’ font I choose.

I find medium is a lot easier to see. You aren’t saving the trees by writing smaller on a website, so space out your blog and let people scroll to read your wonderful enlightening words.

For font, I like Ariel, Times New Roman or anything that is plain. Don’t make reading a challenge or they won’t read it.

Oversized font, big font, Sydney content writer Credit: Jon Tyson
An Unsplash photo by Jon Tyson, font that is really too large.

Should I include pictures and sub headings?

Yes! No one likes a wall of text. We are visual beings, and pictures allow the eyes to rest before carrying on. If you don’t have any good photos, you can get some free from Shutterstock, or Unsplash is a great website for beautiful free photos.

So, make it easy for your clients to read your content. Black font on a white background. Don’t make the font too fancy or small and break up large amounts of text with headings and pictures.

Why should a copywriter write my blog?

All too often I see a blog on a business website, that really belongs on a private blog site. Taking your dog to work or how your business participated in a charity is nice, but when it comes to google, sadly, no one cares.

These blogs are maybe, read by your family, but strangers are not going to fork out money because you took your dog to work. In reality, they’re not going to click on your blog, let alone read it. Who searches for ‘electrician who took their dog to work’? So, when it comes to selling your product, it’s the content that google is after, not how many blogs you have.

This means producing content that people will search for and want to read. Are people more likely to search for ‘best lighting in a small kitchen’ or ‘an electrician that ran a marathon’? Providing quality content that’s well researched, well written and answers their question can be done effectively by a copywriter.

If you can provide information that relates to your service, not only are you drawing customers to your website, but you are informing them of your product and moving up the google search ranks.

Writing on paper with coffee cup, Sydney Copywriter
provide information that relates to your service

Trying to think of blog posts is hard.

This is why there are so many posts on taking your dog to work. Not only do you have to think of a story, the information has to be researched and well written. That’s why you need to get a copywriter to write your blog posts.

Once a blog is written, you have an email you can send out and posts for social media. This is all based on one blog!

Phone and social media Sydney content writer
posts for social media

Blogs also show your customers that you are current and aware of your industry trends. They show that you are informed and generous with your industry knowledge. If a service provider can show all of this, it puts them ahead of the competition, especially if they are only writing about their dog.

This is why investing in a copywriter to write your blogs is an investment in the marketing of your business and money well spent. Yes, you could write a blog, but if the first thing that comes to mind is your pet, it’s best to save that post for your family.